An AMC Theaters A-List membership currently gets you four free movies a week and other assorted perks for your monthly fee. The national theater chain is now planning to sweeten the deal — though non-subscribers won’t be happy about the change. Later this year, “preferred premium seating” will be blocked off and prioritized for A-List and Stubs Premiere members.
According to Variety, AMC chairman Adam Aron explained the change on an earnings call by saying that “we will assure the best seats in our auditoriums are held, at first anyway, for our best customers.”
AMC previously experimented with a pilot program called Sightline, which would charge non-members a premium price for seats “typically in the middle of the auditorium.” The plan was scrapped within a few months, but its vestiges can clearly be seen here.
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Last summer, AMC went a different direction to boost sales by offering 50% off on tickets and concessions on Tuesdays and Wednesdays. For more, here’s our recent look at how chains like AMC and Regal have benefitted from another strategy: revival screenings.
