AMC Theatres is set to offer its most loyal customers a perk aimed at enhancing their moviegoing experience: reserved premium seating. The nation’s largest movie theater chain will begin blocking off and prioritizing the “best seats” in its auditoriums for members of its A-List and Stubs Premiere loyalty programs later this year, a move designed to solidify brand loyalty and attract more subscribers. The change comes as AMC navigates a shifting entertainment landscape and seeks to boost attendance, which saw a 10% decline at the end of 2025, according to the company.
The initiative, announced on Tuesday’s earnings call by AMC Chairman Adam Aron, will give A-List and Stubs Premiere members first access to what the company deems its most desirable seats – typically those with optimal viewing angles and comfort. Aron stated that AMC “will assure the best seats in our auditoriums are held, at first anyway, for our best customers,” signaling a clear benefit for those who pay a monthly fee for the service. This move represents a renewed focus on rewarding frequent moviegoers, a strategy that has evolved over the past few years.
This isn’t AMC’s first attempt to tailor the moviegoing experience based on seating preference and price. In 2023, the company tested “Sightline at AMC,” a program that offered varying ticket prices based on seat location within the auditorium. However, that pilot program was abandoned after a few months, as reported by ABC7. The current plan to reserve premium seats for loyalty members appears to be a different approach, focusing on rewarding existing customers rather than implementing a tiered pricing system for all moviegoers.
A-List and Stubs Premiere: What Do They Offer?
Currently, an AMC A-List membership allows subscribers to witness up to four movies per week in any format for a monthly fee. As of 2025, the price of A-List is $27.99 per month in New York and California and $19.99 to $25.99 per month in other states, depending on location. The Stubs Premiere tier, priced at $17.99 per month, also offers benefits such as points earned on purchases and complimentary large popcorn upgrades. These programs are central to AMC’s strategy of building a dedicated customer base and driving repeat business.
The decision to prioritize seating for A-List and Stubs Premiere members comes as AMC explores various strategies to attract audiences back to theaters. Last summer, the company offered 50% off tickets and concessions on Tuesdays and Wednesdays, a promotion aimed at boosting attendance during traditionally slower days. As previously reported, these types of promotions, along with the resurgence of revival screenings, have played a role in the company’s efforts to navigate a competitive entertainment market.
Past Experiments and Current Challenges
The move to reserved premium seating for loyalty members also reflects a broader trend in the entertainment industry towards personalized experiences and subscription-based models. AMC’s previous attempt with “Sightline” highlighted the challenges of implementing dynamic pricing in a way that resonates with consumers. The current approach, by focusing on rewarding existing loyalty members, may prove more palatable to moviegoers.
Despite these efforts, AMC reported a 1.4% decrease in quarterly revenue to $1.28 billion at the end of 2025. The company continues to seek ways to increase attendance and revenue in a market that is still evolving in the wake of the pandemic and the rise of streaming services. The success of the premium seating initiative will likely be a key indicator of AMC’s ability to adapt to these changing conditions.
The specifics of how “best seats” will be defined remain unclear, leaving room for interpretation and potential customer feedback. AMC has not yet announced a firm launch date for the program beyond “later this year,” but the company is expected to provide more details in the coming months. Moviegoers can stay updated on the program’s rollout and any changes to the A-List and Stubs Premiere programs through the AMC Theatres website and official communications.
Looking ahead, AMC will continue to monitor the impact of this new seating policy on customer satisfaction and revenue. The company’s next earnings call will likely provide further insights into the program’s performance and any adjustments that may be made.
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