AMC Theatres to Reserve Best Seats for A-List, Stubs Members

Variety

by Rebecca Rubin

February 25, 2026

AI-Generated Deep Dive Summary

AMC Theatres is set to introduce a new perk for its loyalty program members, offering priority access to the best seats in theaters at no additional cost starting in 2026. This initiative will be available exclusively to A-List and Stubs Premiere members, allowing them to secure prime seating before the general public. AMC’s chairman, Adam Aron, highlighted that this move aims to reward frequent customers and enhance their moviegoing experience, potentially boosting brand loyalty. The program builds on AMC’s past experiments with premium seating, such as the now-abandoned Sightline at AMC initiative, which tested higher pricing for prime seats with unobstructed views. The new perk follows recent membership tier adjustments, including increased monthly fees for Stubs A-List in certain regions and updates to Premiere tier benefits. These changes reflect AMC’s ongoing efforts to attract more customers amid declining attendance and rising competition from streaming services. The timing of this announcement coincides with a challenging period for the movie theater industry, which is still recovering from the pandemic and labor issues. AMC has been experimenting with various strategies to draw audiences back, such as discounted tickets on Tuesdays and Wednesdays. The company is hopeful that upcoming blockbusters, including Christopher Nolan’s “The Odyssey,” Marvel’s “Spider-Man: Brand New Day,” and Disney/Pixar’s “Toy Story 5,” will help drive box office revenues toward pre-pandemic levels. By reserving the best seats for its loyal customers, AMC seeks to differentiate itself in a competitive market. This strategy not only aims to boost attendance but also reinforces the value of membership tiers like A-List and Stubs Premiere. The company’s focus on premium experiences aligns with broader industry trends toward enhancing customer perks to compete with at-home entertainment options. For entertainment enthusiasts, this shift matters as it highlights the evolving landscape of moviegoing. AMC’s new perk underscores a growing trend where theaters prioritize loyal customers to maintain their edge in the streaming era. For frequent attendees, this could mean a more enjoyable experience with better seating options, potentially revitalizing interest in theater visits. As the industry continues to adapt, such initiatives may play a crucial role in determining its recovery and future success.

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Originally published on Variety on 2/25/2026