When AMC Theatres announced their own subscription service in early summer, it aimed to compete with the success of MoviePass. The hot blockbuster season proved to be a trying time for MoviePass, as the service's customers were faced with service interruptions and frequent changes brought on by its financial struggles. AMC's service has benefitted from the fall of their competitor and come out on the other side with hugely successful launch.
With the rising popularity of AMC Stubs A-List, the theatre chain has decided to raise the price of the monthly service for new members signing up in early 2019 for 15 U.S. states and the District of Columbia. AMC Theatres has announced this as they are on the brink of hitting 500,000 subscribers to its service in its 4 ½ month span. Staying true to the 12-month protection plan for their early subscribers, current members wouldn't be affected by this price change until the 1-year anniversary of their subscription.
Currently, AMC Stubs A-List is a $19.95 service that allows its members to see up to 3 movies per week at any AMC location and any format offered by the chain, including IMAX and 3D. It also includes advanced ticketing, free concession upgrades and a reward point system. A few changes for AMC Stubs A-List are set to go into effect on January 9, 2019. For residents from Colorado, Delaware, Florida, Georgia, Illinois, Maryland, Minnesota, Pennsylvania, Virginia, Washington and District of Colombia, the price will go up to $21.95 for new members. Subscribers in California, Connecticut, Massachusetts, New Jersey and New York would be charged $23.95 a month for the service.
The price adjustment comes after the theatre chain hit its one-year membership goal in under six months of its launch. AMC Theatres is raising the price in their 15 most popular states to stay in the green, as the service continues to gain word of mouth and grow in membership. With the announcement, the company has also introduced some additional features. The minimum age for plan eligibility is being extended from 18 years old to 16 with a valid photo ID and multiple accounts will be able to be charged on one credit card.
By the end of June 2019, AMC theatres located in metropolitan areas including Boston, Denver, Houston, Los Angeles, New York, San Diego and San Francisco will also feature mobile ordering for food and drinks at the same time of ticket purchase. The feature has already rolled out in 52 locations nationwide with much success, according the AMC. The company also reiterated its intent to be transparent with future changes, promising 90-day notice before any membership adjustments. For members signed up before January 9, 2019 and those in states not listed, the price will continue to be at $19.95 for the near future, along with enjoying the service's added features.
Following the launch of the service, AMC celebrated its biggest quarter ever in the company's almost 100-year life and they have also announced that the subscription service has allowed for a boost in theatre attendance overall for the company. Considering all the benefits AMC Stubs A-List has to offer; the small price adjustment is unlikely to sway most moviegoers. The service looks to be in a good place in the hands of the theatre chain giant, but only time will tell how sustainable the service is for the company as it continues to grow in popularity.