I have done this on a couple of occaisons. You have to call the elite line you use, and humbly ask that the reservation agent call "Inventory Control" and move your non-elite spouse, partner, friend. into an exit row or premium seat. The reservations agent may not grant you request. If this happens, I would hang up and try again. I recommend calling late at night to get a newer agent that is more willing to make an impression with you as an elite member. Also, once your non-elite PAX is moved into an exit or a premium seat -- you will need to double check their seat assignment often as these moves are prone to becoming "un-done" (this happened to me on one occaison).

Good luck!

-Alan