AMC Launches Stubs A-List to Compete With MoviePass

AMC Theatres earlier dismissed the Movie Pass plan and announced it was seeking to end its current deal with the company

Theatres is rolling out its own movie ticket program as it looks to take on the success of MoviePass.

Stubs A-List is a web and smartphone-based program that allows users to see up to three movies per week for $19.95 per month (plus tax).

"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.

"We believe that our current and future loyal guests will be interested in this type of program, as 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".

An AMC representative told The Verge that the company's new service was not intended as a direct challenge to MoviePass. That's more expensive than the $9.95 monthly fee for MoviePass, but AMC's plan gives access to premium format screenings like IMAX and 3-D.

That "sustainable price" bit is no doubt a dig at MoviePass. The movie ticket program starts on June 26. 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. This includes free upgrades on popcorn and soda, free refills on large popcorn, express service at the box office and concession stand, no online ticketing fees, and a points reward system. That is sure to be appealing for many, but the benefits with MoviePass are still clear. MoviePass pays for full-priced tickets and sells them at a discounted rate in order to capitalize on user data.

AMC has announced the launch of its new Stubs A List Plan. It was a smashing success when it came out a few years ago; so much so that the company had some difficulty keeping up with the number of subscribers it acquired in a short period.

MoviePass forcefully responded to AMC's announcement on Wednesday.

We'll have to see if this move from AMC cuts into the growth projected by MoviePass or not.

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