AMC Theatres Introduces New Benefits for Loyalty Program Members
AMC Theatres has recently announced a significant enhancement to its loyalty program, aimed at providing greater value to its most dedicated customers. As a leading player in the cinema industry, this move reflects both a response to market dynamics and a strategic effort to bolster customer loyalty amidst challenging times.
New Priority Seating Initiative
Starting in 2026, AMC will offer priority access to the best seats in the house for members of its A-List and Stubs Premiere programs. This initiative was disclosed by AMC’s chairman, Adam Aron, during a recent earnings call, marking a noteworthy shift in the company’s approach to customer experience.
- Launch Date: 2026
- Target Audience: A-List and Stubs Premiere members
- Cost: No additional charge for premium seating
This initiative comes after AMC’s previous attempt at a seat pricing strategy known as Sightline at AMC, which was tested but eventually scrapped. It appears AMC is now steering towards a more customer-centric model, focusing on enhancing value for its loyal patrons.
Pricing and Membership Benefits
In 2025, AMC adjusted its pricing structure, with the A-List subscription now costing $27.99 in high-demand markets like New York and California, and $19.99 to $25.99 across other regions. Members can watch up to four movies weekly in any format, while the Stubs Premiere membership is set at $17.99 a month.
Aron emphasized the expected benefits of this initiative, stating:
“We think it will be a considerable consumer benefit that our most frequent guests will notice and greatly appreciate, further cementing their brand loyalty to AMC.”
Current Market Challenges
Despite these promising developments, AMC is navigating through tough waters. Recent reports indicated a 10% decline in attendance at the end of 2025, with quarterly revenues dropping to $1.28 billion, a decrease of 1.4% from the previous year. This decline underscores the ongoing challenges faced by the cinema industry, particularly as consumer behavior shifts post-pandemic.
Aron remains optimistic about the future, stating:
“AMC is exceptionally well positioned to capitalize on a recovering box office… the not-so-secret formula to a full box-office recovery is straightforward; we need more great movies from our studio partners.”
Conclusion
AMC’s new seating initiative for loyalty program members is a positive step towards enhancing customer engagement and loyalty. It reflects an understanding of the competitive landscape and a commitment to providing value in a time when cinema attendance is faltering. However, the company’s ability to rebound will hinge on the quality and quantity of films released in the coming years.
For more in-depth information, you can read the original news at the source: Variety.