Lead
AMC Theatres will start reserving the best seats in its auditoriums for top loyalty members later this year — at no extra ticket cost. The perk applies to A‑List and Stubs Premiere subscribers and aims to make those plans more appealing as the chain experiments with ways to lift attendance and revenue.
What AMC announced
– Who: AMC Entertainment.
– What: designating premium rows and central seats for highest-tier members.
– When: rolling out later this year (specific dates and locations not yet released).
– Cost to members: AMC says there will be no separate fee beyond existing subscription dues.
How the perk will work (so far)
AMC says the reserved seats will be the auditorium locations it considers most desirable — typically central sightlines and prime rows. The company hasn’t disclosed how many seats per screen will be set aside or which showtimes and theaters will be included in the initial launch. Expect selection mechanics to appear during booking for eligible subscribers once the rollout begins.
Who benefits
– A‑List and Stubs Premiere members get priority access to a designated pool of premium seats.
– Non‑subscribers should see no immediate change to ticket pricing or general availability.
Membership pricing context
AMC has already adjusted loyalty pricing across markets in recent years — A‑List has been priced around $27.99/month in high‑cost areas and roughly $19.99–$25.99 elsewhere, while Stubs Premiere has been marketed near $17.99/month in some regions. AMC says the new reserved‑seat perk will be included with those tiers without an added per‑ticket surcharge.
Why AMC is trying this
Cinema attendance remains uneven and streaming keeps pulling viewers away. AMC has been testing different revenue levers — seat‑based pricing, concession passes, midweek discounts — to boost per‑visit revenue without hiking headline ticket prices. Reserving the best seats for loyal customers is another attempt to increase subscription value and encourage repeat visits.
Customer and industry reaction
Early responses are mixed. Some subscribers welcome clearer access to premium seats; others are wary after recent regional price increases. Analysts note the move follows prior pilots that charged different prices by sightline. Supporters say customers will pay for a better viewing experience; critics warn tiered seating could fragment the communal aspect of moviegoing.
What to watch next
Three things will determine how successful this is:
1) which rows AMC marks as “best”;
2) how those seats appear in the online booking flow; and
3) whether members value this perk over other benefits.
AMC says it will monitor uptake and tweak the program based on behavior and revenue signals. Details on rollout scope and eligibility remain limited for now; expect updates as the company pilots the change at participating locations.