The AMC Stubs A-List subscription plan has hit another milestone this week, only seven weeks after launching. AMC Theatres announced today that the program already has been responsible for more than 1M moviegoers at its movie theatres, striving at a time when its competitor MoviePass continues to struggle and alter its plan.

AMC also announced that A-List has recently crossed the quarter-million membership mark, now having more than 260,000 paid enrolled members. This figure indicates some 85,000 A-List enrollments in just the past two weeks. AMC previously publicly reported 175,000 enrollments on July 31. To put this in perspective, A-List members now account for more than 5% of AMC’s weekly attendance, and while they may seem small, keep in mind that the program only launched less than two-weeks ago. A-List allows additional full-price tickets to be purchased during the reservation process, the company reported that in the last week, for example, about 40% of A-List moviegoers purchased additional paid tickets to see a movie. A-List members themselves now account for more than 4% of AMC’s U.S. attendance.

Coming in strong with 260,000 members after just seven weeks, the subscriber mark is above AMC’s initial expectations. At the time of launch in June, AMC said that it expected to hit 500,000 members one year later, at the end of June of 2019. According to the company, A-List members have utilized the service at each of AMC’s 640 locations spread throughout all 44 states in the U.S. in which AMC has theatres. It’s interesting to see that 28% of enrolled members are under the age of 30, the prime market for the company.

A-List members are seeing a wide variety of movies, already having viewed more than 150 different movie titles since launch. Early program analysis indicates incremental movie-going frequency among members after joining the program is significant; AMC noted that 45% of A-List members were not previously signed up to its AMC Stubs loyalty programs.

On a separate matter, AMC also announced today that its previously announced 12-month protection guarantee from the date of a member’s enrollment against any increases in A-List monthly pricing has been broadened to further provide consumers with a sustainable value. The 12-month protection guarantee for members of A-List enrolling anytime in 2018 now includes no changes in the pricing, terms or benefits of the program within a member’s initial 12 months after joining the program.

Adam Aron, AMC CEO and President said in a statement, “We remain immensely satisfied by the initial consumer response to AMC Stubs A-List. With more than 260,000 members enrolled and over 1 million in attendance in just seven weeks, A-List in its early going is already demonstrating that it encourages moviegoers of all ages, locations and backgrounds to come to movie theatres more often, and they bring family and friends along with them. While one would think that the rate of signups will inevitably have to slow down at some point, enrollments now are continuing at quite a brisk pace, getting AMC to scale much sooner than we initially anticipated. This is very good for AMC and very good for our movie studio partners as well.”

Aron added, “We expect that AMC Stubs A-List will be a permanent part of our marketing activity going forward. It should be reassuring to hear that AMC is broadening our full 12-month guarantee for each member from the date of his or her 2018 enrollment against any changes in AMC Stubs A-List program pricing, terms or benefits. Since airline frequent flyer programs were created almost forty years ago, enjoying the fruits of loyalty programs has become a basic fabric in the American way of life, even as these programs have changed and evolved over the decades. We fervently believe that consumers have a basic right to expect to be able to rely on us to honor the commitments that we make, and that they not have to fear constant program changes that come without warning. As a stable and sizable operator, we have every intention of keeping our promises and offering delightful and stress-free movie-going experiences to our much-appreciated AMC Stubs A-List guests.”

For information about AMC Stubs A-List and to sign up, guests can inquire at their local AMC Theatre, or at AMC’s web site, or on AMC’s iOS and Android smartphone apps after downloading or updating them with the latest app release.