In doing so, AMC will now rival MoviePass in providing a subscription-based service for cinephiles.
The theater chain announced a new service to its loyalty program, AMC Stubs, allowing subscribers to see up to three movies a week for a monthly fee of $19.95.
Be sure to visit AMC's site or use the free AMC Theaters app on iOS or Android to get started and reserve your future seats! But subscription services are popular among Millennials, who have proven hard for theaters to attract.
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"Since its inception in 2011, AMC Stubs has continued to evolve to meet the needs of its customers, as it did in 2016 when we introduced the free tier, AMC Stubs Insider", said Adam Aron, president and CEO of AMC Theatres in a statement.
AMC is one of the first companies to follow up on what MoviePass has done, but there are still questions as to whether it will give MoviePass much competition considering it costs $10 more and it only works at AMC theaters.
Added Aron: "Other discounters, by contrast, will continue to be hemorrhaging cash". MoviePass pays for full-priced tickets and sells them at a discounted rate in order to capitalize on user data.
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AMC's Stubs A-List launches June 26, and it should be interesting to see how it does in comparison to Moviepass. Unlike MoviePass, subscribers will be allowed to see all three movies on the same day, and can watch the same movie repeatedly.
Conversely, the MoviePass unlimited plan is still cheaper at $9.99 per month to see one movie a day, though the company has recently implemented cost-savings and anti-fraud measures like ticket verification and limits on repeat viewings of the same film.
In response, a representative for AMC notes how they "understand the comparison, but we're focused on our own program and on delivering the very best, most reliable movie-going value option in the entertainment industry, which is what we believe AMC Stubs A-List provides to our guests".
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