As AMC prepares to close more theaters amid declining attendance, the nation’s largest theater chain is also rolling out a new strategy that could change how audiences choose their seats — and how much access costs.
AMC Entertainment confirmed during its latest earnings call that it expects to close more theaters than it opens moving forward, part of an ongoing effort to cut underperforming locations and stabilize profits as theatrical attendance continues to lag behind pre-pandemic levels.
Since 2020, AMC has already closed more than 200 locations globally, with company executives signaling that additional closures will continue as leases expire and weaker theaters are phased out.
At the same time, AMC is introducing a new perk — and potential controversy — tied to its paid loyalty programs.
Preferred Seats Will Go to Paying Members First
Later in 2026, AMC plans to launch “Preferred Premier Seating,” a system that blocks off what the company considers the best seats in each auditorium for members of its paid subscription tiers:
- AMC Stubs Premiere – about $17.99 per year
- AMC Stubs A-List – roughly $19.99–$27.99 per month, depending on region
According to CEO Adam Aron, those subscribers will receive priority access to prime seating locations before the general public, though they will still pay standard ticket prices for most showtimes.
In other words:
the best seats won’t necessarily cost more individually — but access to them now requires membership.
A Familiar Idea Returns — With a Different Spin
The move echoes AMC’s abandoned Sightline experiment in 2023, which attempted airline-style pricing by charging more for center seats and less for front-row options. That rollout faced backlash from moviegoers who argued theaters were becoming increasingly tiered experiences.
This time, AMC is reframing the concept as a loyalty reward instead of a surcharge, positioning it as a benefit for frequent moviegoers rather than an added fee.
Still, critics say the shift moves theaters closer to the same pricing models seen in air travel and live events, where premium experiences increasingly sit behind subscription or upgrade systems.
Why AMC Is Making These Changes
The strategy comes as theaters continue navigating a difficult recovery period.
AMC reported:
- Q4 2025 attendance dropped nearly 10% year over year
- Revenue slipped slightly to $1.28 billion
- Global moviegoing traffic remains inconsistent following the pandemic, labor strikes, and streaming competition
Executives say closing weaker locations allows AMC to invest in more profitable theaters and premium experiences, betting that blockbuster releases expected in the coming years will help drive audiences back.
The Bigger Industry Shift
Taken together, AMC’s decisions highlight a larger transformation happening across exhibition:
- Fewer theaters overall
- More premium experiences
- Loyalty programs becoming central to moviegoing
- Theatrical attendance relying heavily on major event films
For audiences, the future trip to the movies may look different — fewer local theaters, but increasingly tiered access inside the ones that remain.
And soon, getting the perfect seat might depend less on how early you buy your ticket — and more on whether you’re paying to belong.