How AMC Theatres plans to compete with MoviePass

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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.

Variety reports that "the theater chain will begin offering guests the chance to see up to three movies per-week for the monthly fee of $19.95".

Stubs A-List costs more and is of course limited to AMC theaters, but AMC is taking direct aim at MoviePass with features like seeing multiple movies per day and repeat visits to a movie you've already seen.

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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 Stubs A-List rewards guests with something that no one else offers: the very best of AMC, including IMAX, Dolby Cinema and RealD 3D up to 3 times per week, for one simple, sustainable price..." Additionally, the new subscription, dubbed AMC Stubs A-list, has all the advantages of the current AMC Stubs program such as upsizing concessions. Stubs-A-List also allows for users to purchase tickets ahead of time online or through the AMC app. MoviePass users can only purchase tickets on the day of a showing and, in most cases, they have to be at the theater before the ticket can be purchased.

AMC's Stub A List Plan is set to launch on June 26 and interested users will be able to sign up via AMC's website. In April, the company's majority owner, Helios and Matheson Analytics, acknowledged in a regulatory filing that there were doubts about MoviePass' ability to stay in business. Plus, at least for the time being, that $9.95 a month price point is still more attractive. "Thanks for making us look good AMC!" the tweet read. It will also be interesting to see if chains like the Alamo Drafthouse follow suit and create their own similar service. AMC's announcement also took some more digs at MoviePass, stating "No waiting after enrollment and no special credit card to be carried, AMC Stubs A-List is web- and smartphone-based".

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