August 16, 2018
AMC Stubs A-List, the theatrical chain’s response to MoviePass, has generated 260,000 subscribers since launching the $19.95 service seven weeks ago, according to AMC Theatres.
The nation’s largest movie exhibitor chain said AMC Stubs A-List already has been responsible for more than 1 million in attendance at its movie theatres – and account for more than 5% of AMC’s weekly attendance.
A-List enables subs to purchase full-price tickets by online reservation, which it said resulted in 40% of subs buying additional tickets to see a movie. A-List members now account for more than 4% of AMC’s domestic attendance. The service is projected to reach 500,000 subs by June 2019.
AMC said the service shows broad geographic and demographic appeal. Subs have utilized the service at each of AMC’s 640 locations throughout 44 states in the U.S. Membership levels are strong across all age and ethnicity groups. Indeed, 28% of enrolled members are under the age of 30.
“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,” CEO Adam Aron said in a statement.
AMC subs are watching a wide variety of movies, including more than 150 different titles. Early program analysis indicates incremental movie-going frequency among subs is significant; 45% of A-List members were not previously signed up to its AMC Stubs loyalty programs.
The AMC A-List membership includes a 12-month price protection guarantee from the date of a member’s enrollment.
“We expect that AMC Stubs A-List will be a permanent part of our marketing activity going forward,” Aron said.
In an apparent dig at ongoing turmoil at rival MoviePass, Aron said the A-List program is designed with the same integrity as an airline frequent flyer program.
“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,” he said.
Indeed, Aron’s comments come the same day MoviePass announced it would begin restricting subscriber access to select movies and showtimes.