AMC Theatres is ending the year on a high note, boasting more than 600,000 members in its AMC Stubs A-List movie membership program. The program officially launched on June 26, 2018 and, at that time, AMC Theatres estimated it would hit 500,000 subscribers by the end of its first full year. The membership program has exceeded the company’s expectations, however, hitting its first-year goal in less than five months and adding another 100,000 members in the final six weeks of the year.

Adam Aron, AMC Theatres CEO and president, commented on the membership program’s success in a December 26, 2018 news release:

“What an incredible 2018 for AMC Theatres and our AMC Stubs A-List members. When we launched A-List in June, we fully expected the program to be popular, but to exceed our one-year goal of 500,000 in four-and-a-half-months, then add another 100,000 members in the last six weeks of the year is astounding,” Aron said. “There can be no doubt that A-List has contributed to the record box office in 2018, and with the titles guests can expect in 2019, we remain extremely excited about what’s to come.”

Though Aron didn’t draw attention to it, it is likely that the spike in memberships was so that new program members can take advantage of existing pricing for AMC Stubs A-List. Last month, AMC announced that it would raise rates in 16 markets, effective January 9, 2019, as follows:

• Members in 11 markets would see a $2 per month increase, raising the monthly membership cost to $21.95 in Colorado, Delaware, Florida, Georgia, Illinois, Maryland, Minnesota, Pennsylvania, Virginia, Washington state and the District of Columbia.
• Members in California, Connecticut, Massachusetts, New Jersey and New York would see a $4 per month increase, raising the monthly membership rate to $23.95.
• Members in the remaining 35 states will remain at their current monthly rate of $19.95.

Members who sign up for AMC Stubs A-List prior to January 9, however, can take advantage of existing pricing with a 12-month rate guarantee.

“With the surging popularity of A-List which is also propelling more and more people to book their tickets online, AMC is taking further steps to make the movie-going experience more convenient than ever before,” said AMC in a November 5 news release. “AMC is making modest pricing adjustments in states where the program is most popular.”

When it made that announcement, AMC reiterated its commitment to remain transparent about future pricing changes, something competitor MoviePass has failed to do repeatedly.

“So that A-List members can always know what they can expect with reliability and predictability, AMC hereby warrants that for all guests who join on or after January 9, 2019, the Company will provide at least 90-days advance notice before making any changes to their A-List program’s pricing or benefits. Additionally, reflecting commitments already made, for those A-List members who have joined or will join before January 9, 2019, they are assured not only of 90-days advance notice of any future change in pricing or benefits, but also that no such change would apply to them until 12 months after their initial enrollment date. As a reputable operator, AMC has no desire to whipsaw its guests with frequent change, nor would it do so without providing guests reasonable advance notice.”

Insider Take:

We are pleased to see that AMC Theatres is having such success with this movie membership program. Building on their loyalty program, AMC Theatres has designed a movie membership program that is priced affordably and that members can rely on, whether buying movie tickets at the box office or through the app. Unlike MoviePass who changes pricing and program features frequently – and not always transparently – AMC Theatres continues to add features, and it was open and honest when it announced that it would raise prices in 16 of 51 markets in the new year. We anticipate this program will continue to grow in 2019, improving AMC’s bottom line while solidifying customer loyalty.