AMC Theatres will commence reserving its best seats exclusively for members of its A-List and Stubs Premiere loyalty programs later this year, a move announced during the company’s earnings call on Tuesday.
The new “preferred premier seating” program will “block and reserve the best seats in the house” for subscribers to the two tiers of the Stubs program, according to AMC Chairman Adam Aron. The company intends to hold these seats “at first anyway, for our best customers,” Aron stated.
A Stubs Premiere membership costs $17.99 annually and allows members access to the reserved seating block, though they will still be required to purchase tickets at regular prices. A-List subscriptions, which range from $19.99 to $27.99 per month depending on location, include access to the preferred seating in addition to allowing subscribers to see up to four movies per week.
The move comes three years after AMC tested and ultimately abandoned “Sightline at AMC,” a program that priced tickets based on seat location within the auditorium. This new initiative differs in that the best seats are being reserved for paying subscribers rather than offered at a premium price to all customers.
Both A-List and Stubs Premiere members already receive additional benefits, including half-priced tickets on Tuesdays and Wednesdays, waived concession service fees, and no added fees for premium formats or online ticketing. An A-List Classic membership, available for $14.99 plus tax per month, provides access to one movie per week at AMC CLASSIC locations, according to the AMC website.
The announcement arrives as movie theaters continue to seek ways to bolster customer loyalty and drive revenue. The practice of tiered seating and exclusive perks echoes strategies employed by the airline industry, where customers often pay extra for preferred seating and other amenities.