Imax Gives Thumbs Up To AMC’s New $20/Month Subscription Program

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The new tier to its AMC Stubs rewards program answers a rival loyalty club at Cinemark Entertainment, Cinemark Movie Club, and controversial theater subscription app MoviePass.

AMC denounced MoviePass in 2017 after its unprecedented $9.95/month unlimited subscription, which allows users to see up to one movie per calendar day. AMC has upped the ante by allowing its subscribers to watch any movie at its theaters at any available showtime and in any format, including IMAX and 3D.

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". You can see movies you've already seen again if you desire, or watch all new ones. AMC Stubs A-List, to launch June 26, will allow members to view available movies at any US -based AMC location, and in any format, including Imax, Dolby Cinema, RealD 3D, Prime and BigD.

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However, there have been questions raised recently about the sustainability of MoviePass' business model.

Theatres may be giving MoviePass a run for its money.

Here's how it works: for $20 a month, A-List subscribers get to see three movies per week at any AMC, AMC Dine-in, and AMC Classic theater in the United States. That said, Stubs A-List does have some pretty key advantages over MoviePass. CNNMoney reported in May that MoviePass' parent company, Helios and Matheson Analytics, burns through approximately $21.7 million each month to keep MoviePass in operation. MoviePass works at most theaters in the USA, not just AMC, because the company pays full price for each and every ticket. The service also has the benefits of the AMC Premiere Card by waiving online ticket fees, offering free upgrades for popcorn and fountain drinks, and letting subscribers earn points for the money they spend. 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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"Thanks for making us look good AMC!", the MoviePass tweet read.

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.

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