AMC Theaters Challenges MoviePass with Its Own Subscription Service

21 June, 2018, 04:42 | Author: Heather Diaz
  • Moviepass

National movie theater chain AMC is entering the movie-going subscription plan arena dominated by MoviePass with a more expensive but perk-packed plan of its own.

AMC announcedStubs A-List as a new VIP tier of its AMC Stubs loyalty program, where moviegoers can see up to three AMC movies per week for $19.95 plus tax. For $19.95 per month (plus tax), members can see up to three movies per week, including access to IMAX and 3D showings, multiple movies per day, and repeat visits to previously seen movies, all things that are now unavailable to MoviePass customers.

AMC Theatres chief executive Adam Aron pointedly said in a statement that AMC's program is at a "sustainable price". Essentially, if you pay $20 per month, you can see up to three movies a week, plus other benefits which are meant to give Moviepass a run for their money.

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The comment has been interpreted to be a dig at MoviePass, which was originally founded in 2011 and has been seen as a major disruptor for the movie business. "AMC Stubs A-List is AMC's next evolution of delivering awesome benefits to our loyal customers, and we're excited to continue to grow the program by leaps and bounds". According to the company, MoviePass is accepted at more than 91 percent of theaters nationwide, including AMC Theatres. Their service has gone as low as $6.95 a month, which is less than the cost of a single movie ticket in most cases. Variety reported that the company pays full price for tickets and then discounts them. This includes free upgrades on popcorn and soda, free refills on large popcorn, express service at the box office and concession stand, no online ticketing fees, and a points reward system. CNNMoney reported in May that MoviePass' parent company, Helios and Matheson Analytics, burns through approximately $21.7 million each month to keep MoviePass in operation.

In this Tuesday, Jan. 30, 2018, photo, Cassie Langdon holds her MoviePass card outside AMC Indianapolis 17 theatre in Indianapolis.

We'll have to see if this move from AMC cuts into the growth projected by MoviePass or not.

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