AMC Theatres, which operates nearly 350 movie theaters and nearly 5,000 screens, is hoping to boost traffic through a new subscription program called MoviePass Premium. The company began testing the system, which enables customers to pay a flat monthly rate, in Boston and Denver on Jan. 5. Using a smartphone app, the customer pays $35 for one month of standard screenings, or $45 for premium screenings in enhanced theaters. Each movie may be viewed once.
“This is the first time a premium-level subscription service has been launched in the U.S. and marks a significant step forward by offering passionate movie lovers the premium sight-and-sound experiences available in movie theaters,” said Stacy Spikes, CEO and co-Founder of MoviePass, which is working with AMC. “This premium-tier subscription, combined with a new online ticketing feature, will appeal to our largest demographic: 18-to-34-year-old moviegoers. Our goal is to keep people coming out to the movies again and again.”
