Imax Gives Thumbs Up To AMC’s New $20/Month Subscription Program

Brenda Watkins
June 21, 2018

Theatres on Wednesday announced a new loyalty program clearly targeted at subscription series MoviePass, offering up to 12 movies per month for a $19.95 fee.

Under the terms of the agreement between Imax and AMC, the theater chain will ensure there is no reduction in Imax's overall economics.

The new tier to its AMC Stubs rewards program answers a rival loyalty club at Cinemark Entertainment, Cinemark Movie Club, and controversial theater subscription app MoviePass.

A-List, launching June 26, is sufficiently different from MoviePass and may prove to be steep competition.

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And in an earnings call Wednesday afternoon, AMC CEO Adam Aron, while promising that "our program will be profitable", noted that those who come in early on the service will be guaranteed that $20 monthly price for the next year. Since MoviePass slashed its monthly fee, questions have mounted over the long-term viability of its economic model. Aron foresees the membership price going up or down depending on the marketplace. MoviePass pays for full-priced tickets and sells them at a discounted rate in order to capitalize on user data. The upcoming movie ticket service will allow subscribers to see up to three movies every week in any format (including Dolby Cinema, IMAX, and 3D) for just $19.95 per month.

Moviegoers partaking in Stubs A-List will be able to see films at any showtime, any AMC location and any format, including IMAX, Dolby Cinema, RealD 3D, Prime and BigD. "Heard AMC Theaters jumped on board the movie subscription train". Additionally, while your three movies per week won't carry over week-to-week, you can see them all in the same day.

Indeed, this plan offers about half of what MoviePass offers, but let's get real ... not too many folks have time to watch a movie per day, and there aren't enough offerings to cover each day of the month anyway.

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