AMC Theatres, the world’s largest movie exhibition company, is set to roll out a modern perk for its loyalty program members later this year. The company will begin reserving its “best” seats – typically those in prime locations within the auditorium – exclusively for A-List and Stubs Premiere subscribers. This move, announced during an earnings call this week, represents a renewed effort to incentivize membership in AMC’s tiered loyalty programs and bolster customer retention amid evolving consumer habits and a competitive entertainment landscape.
The initiative aims to provide a tangible benefit for frequent moviegoers who pay a monthly fee for access to AMC’s services. AMC Chairman Adam Aron stated that the company intends to “assure the best seats in our auditoriums are held, at first anyway, for our best customers,” according to reports from Variety. This strategy comes as the cinema industry continues to grapple with attendance fluctuations and the need to attract audiences back to the big screen following the disruptions of the COVID-19 pandemic and the rise of streaming services.
A Second Attempt at Premium Seating
This isn’t AMC’s first foray into the realm of differentiated movie theatre seating. In 2023, the company launched “Sightline at AMC,” a pilot program that introduced variable pricing based on seat location. The program offered discounted tickets for less desirable seats, such as those in the front row, while charging a premium for preferred locations in the center of the auditorium. Although, the experiment was short-lived, abandoned after testing at only three locations. AMC found that while its most loyal customers continued to purchase the preferred seats even at a higher price, the discount option failed to attract a significant number of new customers. Details of the Sightline program can be found in an AMC press release.
The current approach differs significantly from Sightline. Instead of directly charging a premium for better seats, AMC is now offering them as an exclusive benefit to its existing loyalty program members. This shift appears to be a response to the negative feedback received during the Sightline trial, which many customers perceived as unfair or exclusionary. The new program aims to reward loyalty rather than penalize those unwilling to pay extra for a preferred viewing experience.
Understanding AMC’s Loyalty Programs
AMC’s loyalty program, Stubs, has three tiers: Insider, Premiere, and A-List. The A-List membership, currently priced at $27.99 per month in New York and California and between $19.99 and $25.99 per month elsewhere, allows subscribers to see up to four movies per week in any format. The Premiere tier, costing $17.99 per month, offers benefits such as free refills on large popcorn and soft drinks, and waived online ticketing fees. Both A-List and Premiere members will be eligible for the preferred premier seating when the program launches later in 2026. The Wrap provides further details on the Stubs program benefits.
The decision to prioritize A-List and Premiere members reflects AMC’s strategy of focusing on its most valuable customers. These subscribers represent a consistent revenue stream for the company and are more likely to visit AMC theatres frequently. By offering exclusive benefits like preferred seating, AMC hopes to further solidify their loyalty and encourage continued patronage.
Financial Context and Recent Performance
The announcement of the preferred seating program comes at a time of mixed financial results for AMC Theatres. The company recently reported a 10% decline in attendance during the end of 2025, with quarterly revenues falling 1.4% to $1.28 billion. These figures underscore the challenges facing the cinema industry as it navigates a changing entertainment landscape. AMC has been actively exploring various initiatives to attract customers and boost revenue, including promotional discounts, expanded food and beverage offerings, and the loyalty program enhancements.
Last summer, AMC implemented a promotion offering 50% off tickets and concessions on Tuesdays and Wednesdays in an attempt to drive attendance. The company has also benefited from the trend of “revival screenings,” which feature re-releases of popular films. These strategies demonstrate AMC’s willingness to experiment with different approaches to appeal to a wider audience and maintain its position as a leading movie exhibition company.
Impact on Moviegoers and the Industry
The introduction of preferred premier seating is likely to be met with mixed reactions from moviegoers. Loyalty program members will likely welcome the added benefit, while those who do not subscribe to A-List or Premiere may feel excluded. The program could also incentivize more people to join the loyalty programs, potentially increasing AMC’s subscriber base and generating additional revenue.
The move could also influence other cinema chains to adopt similar strategies. If AMC’s program proves successful, other exhibitors may follow suit, offering exclusive benefits to their loyalty program members in an effort to compete for audiences. This could lead to a broader trend of differentiated moviegoing experiences, with premium perks reserved for those willing to pay a premium for access.
Potential Concerns and Considerations
While the preferred seating program is intended to enhance the moviegoing experience for loyalty members, there are potential concerns to consider. Some critics argue that such programs create a two-tiered system, where those who pay more receive preferential treatment. Others worry that the program could exacerbate existing inequalities in access to entertainment.
It remains to be seen how AMC will implement the program in practice and whether it will effectively address these concerns. The company will need to ensure that the program is fair and transparent, and that all moviegoers have access to a reasonable viewing experience, regardless of their loyalty status. The success of the program will ultimately depend on its ability to enhance customer satisfaction and drive revenue without alienating a significant portion of its audience.
The company has not yet announced a specific launch date for the preferred premier seating program, but it is expected to be rolled out later in 2026. AMC will likely provide further details in the coming months, including information on how the program will be implemented at individual theatres and how members can access the reserved seats.
Key Takeaways:
- AMC Theatres will reserve its best seats for A-List and Stubs Premiere members.
- The program is a revival of efforts to offer premium seating, following the unsuccessful “Sightline” pilot.
- A-List membership costs $19.99 – $27.99 per month, while Premiere is $17.99 per month.
- The move comes amid fluctuating attendance and revenue for AMC.
Moviegoers can expect further updates on the program’s launch and implementation from AMC Theatres in the coming months. The company’s next earnings call will likely provide additional insights into its strategy and performance. We will continue to monitor this developing story and provide updates as they become available.
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