AMC Theatres is set to offer its most loyal customers a significant perk: guaranteed access to the best seats in the house. The nation’s largest movie theater chain announced plans to reserve premium seating for members of its A-List and Stubs Premiere programs, a move aimed at bolstering customer loyalty as the industry continues to navigate a shifting entertainment landscape. This initiative, expected to launch later in 2026, comes three years after AMC abandoned a similar, more controversial plan to vary ticket prices based on seat location.
The announcement, made during the company’s recent earnings call, signals a renewed focus on rewarding frequent moviegoers. AMC Chairman Adam Aron explained that the program will “block and reserve the best seats in the house” for A-List and Stubs Premiere members “at no added charge.” The specifics of what constitutes the “best” seats remain undefined, but the company’s previous attempt at tiered seating, known as Sightline at AMC, offers a clue. That pilot program involved charging more for prime middle seats with unobstructed views, and less for front-row options.
A Second Look at Premium Seating
The return to prioritizing seating comes after AMC’s 2023 decision to scrap Sightline at AMC, a plan that drew criticism from customers who felt it created an unfair pricing structure. The new approach, however, frames premium seating as a benefit for existing loyalty program members, rather than an additional cost for all moviegoers. This shift in strategy appears designed to avoid repeating the backlash experienced with the earlier initiative. The company is hoping this will be seen as a value-add for its most dedicated patrons.
Currently, AMC’s Stubs A-List membership costs $27.99 per month in New York and California, and ranges from $19.99 to $25.99 per month in other states, allowing members to witness up to four movies per week in any format. The Stubs Premiere tier, priced at $17.99 per month, offers benefits like waived online ticketing fees and popcorn upgrades, but does not include the four-movies-per-week perk. Aron believes the new seating program will further incentivize customers to join and remain loyal to these tiers.
Navigating a Challenging Box Office
The move to enhance the customer experience comes at a time when AMC, like other movie theater chains, is working to regain its footing after the disruptions of the pandemic and recent labor strikes. Earlier this week, the company reported a 10% decline in attendance during the end of 2025, with quarterly revenue dropping to $1.28 billion, a 1.4% decrease year-over-year, according to Variety. To combat these challenges, AMC has experimented with various promotions, including 50% off tickets on Tuesdays and Wednesdays for Stubs rewards members.
Despite the recent downturn, industry analysts remain optimistic about the future of moviegoing. Upcoming blockbuster releases, including Christopher Nolan’s “The Odyssey,” new installments in the Marvel Cinematic Universe – “Spider-Man: Brand New Day” and “Avengers: Doomsday” – and Disney and Pixar’s “Toy Story 5,” are expected to draw audiences back to theaters. Aron echoed this sentiment, stating that “AMC is exceptionally well positioned to capitalize on a recovering box office,” and emphasizing the importance of a strong film slate from studio partners.
The Broader Industry Context
The entire movie theater industry has faced significant headwinds in recent years, grappling with the rise of streaming services and changing consumer habits. The pandemic accelerated the shift towards at-home entertainment, and exhibitors have been working to entice audiences back with enhanced experiences and loyalty programs. The success of AMC’s new seating initiative, and similar efforts by other chains, will be a key indicator of whether theaters can regain their pre-pandemic prominence.
Whereas the exact details of how “best seats” will be determined remain to be seen, the program represents a clear effort to reward AMC’s most valuable customers and create a more appealing moviegoing experience. The company anticipates launching the program later this year, and will likely provide more specific information as the rollout date approaches. Moviegoers can expect further updates from AMC regarding the specifics of the preferred premier seating program in the coming months.
The next update from AMC regarding this initiative is anticipated in the spring of 2026, as the company prepares for the launch later in the year. We will continue to follow this story as it develops.
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