AMC is bringing back the idea of “better seats.” Just not the way it was tried and ultimately abandoned in 2023.
On a recent earnings call, chairman Adam Aron said the theater chain plans to start blocking off what it considers the best seats in each auditorium and reserving them first for its top loyalty members—A-List and Stubs Premiere. The rollout is expected sometime in 2026.
AMC didn’t spell out which seats qualify as “best.” When the company experimented in 2023 with a program called Sightline at AMC, the prime middle rows carried a higher price, while front seats cost less. That test was eventually scrapped after pushback.
This time, the company isn’t charging extra for the seats. It’s tying them to membership.
A Premium Perk for Power Users
A-List, AMC’s highest tier, allows members to see up to four movies per week in any format. In 2025, prices rose to $27.99 per month in New York and California and between $19.99 and $25.99 elsewhere, depending on the state. Stubs Premiere, which sits below A-List and includes waived online ticketing fees and concession perks, costs $17.99 a month.
The move comes as attendance remains uneven. AMC reported that its end-of-year 2025 attendance fell 10%, with quarterly revenue at $1.28 billion, down 1.4% from the previous year.
To boost traffic, the company has leaned heavily on promotions. Last summer, the theater introduced 50% off movie tickets on Tuesdays and Wednesdays for Stubs members. The new seating perk continues that strategy of rewarding frequent customers rather than overhauling ticket pricing.
The broader industry is still working its way back from the pandemic slowdown, compounded by labor strikes and the steady growth of streaming. Studios and theater chains are betting that a stronger 2026 slate will help.
Among the films expected to anchor the year are Christopher Nolan’s The Odyssey, Marvel entries Spider-Man: Brand New Day and Avengers: Doomsday, and Disney and Pixar’s Toy Story 5.
For AMC, the bet is clear: reserve prime seats for loyal regulars and count on a blockbuster 2026 slate to draw crowds back en masse.
Sources: AMC, Seeking Alpha, Variety