I don't mind reserved for big title premiere weekend and such.
But I once went to a matinee by myself at like 1 p.m. on a weekday (don't judge, TV news life) for something that had been out for a while, and they made my pick a seat, despite only two other people being in the huge theater.
On the other hand, when I saw Ep. VIII last week, they didn't reserve seats, and we got there just as previews were starting and had to sit in the front. There were probably 10-15 seats further back, but all singles.
The big thing theaters are doing now is moving to big comfy, even reclining seats. I was surprised by this when I saw TLJ at the mall theater back home. It's kinda like the big move to stadium seating we saw a couple decades ago. And of course the bar/meal big seat luxury theaters got more popular in the last few years too.