AMC launches subscription service to rival MoviePass

AMC launches subscription service to rival MoviePass

What just happened? AMC Theatres on Wednesday announced a new VIP tier of its AMC Stubs loyalty program that puts MoviePass and similar competitors on notice.

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.

While the AMC pricing is still more expensive than MoviePass, which offers one a movie a day for $9.99 a month, AMC Stubs A-List subscribers will reap the benefits of the theater chain's current rewards program AMC Stubs Premiere, which include upgrades on concessions, express box office and concession service, and no online ticketing fees. Soon after announcing the launch of Stubs A-List, IMAX announced that it would be in full cooperation with the service and that there would be no added charge to see IMAX movies through the A-List service. Despite their complicated past, AMC denies that they're throwing down the gauntlet in front of MoviePass and instead told The Verge, "We understand the comparison, but we're focused on our own program and on delivering the very best, most reliable movie-going value option in the entertainment industry, which is what we believe AMC Stubs A-List provides to our guests".

In January, MoviePass flexed its muscles back against AMC, closing down its access to 10 popular AMC theaters - including one in Santa Clara. Now AMC has finally wised up to people wanting a subscription model and offered their own service. Shares of Helios and Matheson Analytics, the parent company of MoviePass, plunged more than 29%. AMC's announcement also took some more digs at MoviePass, stating "No waiting after enrollment and no special credit card to be carried, AMC Stubs A-List is web- and smartphone-based".

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In this Tuesday, Jan. 30, 2018, photo, Cassie Langdon uses to her phone to launch the MoviePass app to see what movies are available at AMC Indianapolis 17 theatre in Indianapolis.

AMC Theatres shares rose almost 2.5% on the announcement.

In response, MoviePass tweeted that AMC's plan is 'Twice the price for 1/4 the theater network and 60% fewer movies.

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