The Growth of Movie Theatre Subscriptions

It’s been four months since MoviePass pulled customer access to their ticket subscription service at several notable AMC locations across the country. Now AMC itself is in the subscription business. The threatened exhibition giant unveiled the AMC Stubs A-List program on Wednesday; the first major rival competitor to MoviePass. For $19.95 a month AMC Stubs loyalty members can see up to three movies per week.

In response to AMC’s announcement, MoviePass posted a thread on Twitter calling AMC’s original discouragement of MoviePass “a way to discourage our growth because all along they wanted to launch their own [program].”

The battle between the two subscriptions comes as the summer box office heats up with popular franchises such as The Incredibles and Jurassic World are opening to huge numbers across the United States.

There are still notable differences between the two services other than pricing (MoviePass is currently $9.95 a month, versus AMC’s $19.95). MoviePass allows viewers to see one movie per day, every day, for the entire month; however, a customer cannot see the same movie twice, which has been a major concern for customers.

In addition, MoviePass also recently introduced a surge pricing system, where if a movie is in high demand a customer would have to pay an additional fee for a few dollars. MoviePass CEO Mitch Lowe told Business Insider that customers can expect the surge pricing to be anywhere between two and six dollars. Surge pricing also applies to those who want to see a 3D or IMAX movie.

AMC’s service limits the amount of screenings per week at three but a customer can see the same movie three times, in 2D, 3D or IMAX format. AMC tickets can be ordered in advance online versus MoviePass’ physical card that requires customers to go the box office in theatres. Additionally, there is a discount on snacks and dining, and previous AMC Stubs members can still take advantage of the existing points system with the subscription (where 100 points are earned for every $1 spent). However, the program has a three-month minimum commitment.

The AMC program is set to go live on Tuesday July 26, 2018.

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