AMC’s Stubs Program Sees Record Growth

AMC and MoviePass are still battling things out

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AMC announced the company’s competitive loyalty subscription service this earlier this month, and the program seems to be an instant hit with moviegoers. Part of AMC Stubs, the new subscription service is called AMC Stubs A-List, and with it members can see up to three movies a week at any AMC theatre location in the United States. This new program was AMC’s answer to MoviePass, which AMC has publicly spoken out against in the past. The one advantage that AMC Stubs A-List has over MoviePass is that patrons can choose between normal and premium formats like IMAX, and RealD 3D at no extra charge, though with MoviePass you can see more movies per-week. The new Stubs A-List program has only been active for a short while at this point, but AMC is already posting record growth.

According to AMC, the company’s loyalty program has grown approximately six-fold since its relaunch nearly two years ago. The service has jumped from approximately 2.5M household members back then, to more than 15M household members today. At the U.S. average of 2.6 people per household, that means AMC Stubs points have been accumulated by nearly 40M frequent American moviegoers. The service hit the 15 million mark just as AMC launched the new AMC Stubs A-List.

“The positive response we’ve seen in the launch of AMC Stubs A-List affirms yet another terrific movie-going element to AMC Stubs, already the most dynamic and vibrant loyalty program in entertainment today,” said Adam Aron, CEO and President, AMC Theatres. “We are proud AMC Stubs has grown markedly to 15 million household members over the past two years, and we are excited that the prospects of AMC Stubs A-List are driving AMC even further ahead.”

It’s hard to tell if moviegoers will be able to support two movie subscription services, but for now people are choosing between MoviePass and AMC Stubs A-List. When MoviePass launched their new price-point earlier this year, Theatre chains claimed that MoviePass’ offerings were not financially stable; though that could be because many chains saw an opportunity to create their own subscription service and were hoping to cutout MoviePass altogether. It’s probably more than a little coincidental that Theatre chains refused to offer a subscription service until MoviePass became popular.

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