AMC Theaters recently announced its new loyalty program tier, AMC Stubs A-List. Seven weeks after launch, the company reports that the tier has produced more than 1 million movie attendances. AMC also reports that 260,000 members have enrolled, 85,000 of which have joined in the past two weeks.
A-List members now account for more than 5 percent of AMC’s weekly attendance, and about 40 percent of A-List moviegoers have purchased additional tickets to see more than the allotted three movies per week.
At the time of launch in June, AMC said that it expected to hit 500,000 members after one year, but, if enrollment stays strong, this target will be reached much sooner.
A-List is also showing broad geographic and demographic appeal. A-List members have used the service at each of AMC’s 640 locations throughout the 44 U.S. states in which AMC has theatres. While membership levels are good across all age and ethnicity groups, 28 percent of enrolled members are under the age of 30.
Adam Aron, AMC CEO and President, says, “We remain immensely satisfied by the initial consumer response to AMC Stubs A-List. A-List in its early going is already demonstrating that it encourages moviegoers of all ages, locations, and backgrounds to come to movie theatres more often, and they bring family and friends along with them. While one would think that the rate of signups will inevitably have to slow down at some point, enrollments now are continuing at quite a brisk pace, getting AMC to scale much sooner than we initially anticipated. This is very good for AMC and very good for our movie studio partners as well.”
Aron adds, “We expect that AMC Stubs A-List will be a permanent part of our marketing activity going forward. AMC is broadening our full 12-month guarantee for each member from the date of his or her 2018 enrollment against any changes in AMC Stubs A-List program pricing, terms, or benefits. Since airline frequent flyer programs were created almost forty years ago, enjoying the fruits of loyalty programs has become a basic fabric in the American way of life, even as these programs have changed and evolved over the decades. We fervently believe that consumers have a basic right to expect to be able to rely on us to honor the commitments that we make, and that they not have to fear constant program changes that come without warning. As a stable and sizable operator, we have every intention of keeping our promises and offering delightful and stress-free movie-going experiences to our much-appreciated AMC Stubs A-List guests.”