So it really depends on how you want to drive them. Most of the ButtKicker transducers are 4 ohm load. This is typically a good impedance for most amplifiers. Therefore you could wire each row as a parallel connection of dual series (4+4) || (4+4) = 4 ohms.
Unless you want individual control of each seat (which implies additional amps) I would run a 12 AWG speaker wire to each row and then drive each row from its own amplifier. Buttkicker offer an amp that can drive up to 4 kickers or you could use something like a Berhingher EP4000 amp (like I did). Note the EP4000 has two channels so you could control each row separately. Unlike the Buttkicker amp it doesn't have a LPF, so you might want to add this separately.
With a big enough amp you could also wire the two 4 ohm loads (from each row) in series and drive as a single 8 ohm load (8 kickers together).
I'm sure 14 gauge is fine so long as the length isn't excessive (Buttkicker suggest 14 gauge). Less than 50' and I wouldn't worry. Somewhere, perhaps it was on the bluejeans cable site I remember reading about maximum cable lengths vs. gauge....
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