AMC Theatres is enhancing its loyalty programs by offering A-List and Stubs Premiere members exclusive access to the best seats in its venues. This new perk, scheduled for a 2026 launch, is designed to reward frequent moviegoers and strengthen their allegiance to the brand. This move follows previous attempts by AMC to implement differentiated seating strategies, signaling a persistent effort to adapt to market demands and customer expectations in the competitive entertainment industry. The company hopes this will bolster attendance and revenue, addressing recent declines.
Elevating the Member Experience with Preferred Seating
AMC Theatres will introduce an exclusive preferred seating program for its A-List and Stubs Premiere members, granting them priority access to the most desirable seats in auditoriums. This initiative, announced by chairman Adam Aron, is a direct response to member feedback and an evolution of the company's loyalty offerings. Unlike a previous dynamic pricing model that was discontinued, this new program provides premium seating without additional charges for eligible members. It aims to solidify brand loyalty by offering tangible, immediate benefits to its most engaged customers.
This strategy seeks to improve the overall movie-going experience for loyal patrons by ensuring they can consistently secure optimal viewing positions. The exact criteria for "best seats" will likely mirror past pilot programs, prioritizing central rows with unobstructed views, which were previously considered premium in the abandoned Sightline at AMC initiative. By offering this as an inherent benefit of the A-List and Stubs Premiere memberships, AMC is positioning these programs as indispensable for serious cinephiles. This approach also serves as a strategic move to differentiate AMC's offerings in a challenging market, encouraging continued subscription and attendance from its most valuable customer segments.
Strategic Responses to Market Challenges and Evolving Membership Benefits
The introduction of preferred seating for loyalty members is part of AMC Theatres' broader strategy to counteract recent declines in attendance and revenue. Following a 10% drop in attendance and a 1.4% decrease in quarterly revenue in late 2025, AMC is actively exploring various initiatives to attract and retain customers. This includes past efforts like discounted tickets on specific days for Stubs rewards members and now, an enhanced focus on premium benefits for its higher-tier loyalty programs. The company's leadership views these new perks as crucial for capitalizing on a recovering box office and securing its position in the industry.
The A-List membership, which currently costs between $19.99 and $27.99 per month depending on location, allows members to see up to four movies weekly. The Premiere tier, priced at $17.99 monthly, offers perks like waived online ticketing fees and popcorn upgrades. By adding preferred seating, AMC aims to increase the perceived value of these memberships, making them more attractive to potential and existing subscribers. This strategic adjustment reflects an understanding that in a market increasingly influenced by streaming services and fluctuating movie releases, fostering strong customer loyalty through exclusive benefits is paramount for sustained success.