AMC announces Stubs A-List, its new $20 subscription movie pass

Eloise Marshall
June 21, 2018

Stubs A-List is so far the biggest competitor to other rival subscription services like MoviePass, which limits its subscribers to one 2D movie a day and each unique movie can be viewed only one time.

AMC CEO Adam Aron today on a analyst call said that he believes the new rewards program can stem the decline in 3D attendance, will help turnout in Dolby auditoriums and certainly move traffic into Imax hubs. AMC Stubs A-List, to launch June 26, will allow members to view available movies at any USA -based AMC location, and in any format, including Imax, Dolby Cinema, RealD 3D, Prime and BigD. The program kicks off next Tuesday, when members can enroll online and start using the service immediately. Will AMC Theaters lose money on this service?

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"Heard AMC Theaters jumped on board the movie subscription train", the tweet reads. 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. MoviePass works at most theaters in the USA, not just AMC, because the company pays full price for each and every ticket. 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.

MoviePass forcefully responded to AMC's announcement on Wednesday. "AMC has repeatedly disparaged our model as a way to discourage our growth because all along they wanted to launch their own, more expensive plan. Different versions of this type of program have worked well in Europe for more than a decade to drive incremental attendance and we feel strongly that given the choice, audiences will want to see their favorite films in Imax". If you don't have time to make it back to the theater multiple times a day, you can see all three movies the same day, as long as there is a two-hour buffer in between showtimes. The theater chain expects the service could cost the company $5-10 million in ticket revenue in the next six months, but that those losses are worth future gains.

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