AMC Theatres has unveiled a new promotion in an attempt to bring in moviegoers, offering a discounted version of the Stubs A-List program. Like all movie theaters, AMC is hurting right now as a result of the coronavirus pandemic. Theaters closed for a large chunk of the year, and chains are doing anything they can to bounce back. Even before the closures, streaming was starting to do a number on the big screen experience, with some major films landing on Netflix, Amazon Prime Video, etc. This was only exacerbated by the pandemic, with Disney releasing Mulan and Hamilton on Disney+. Both were expected to be major box office draws.
As of now, Tenet is the only major film to release in theaters since the spring. Despite director Christopher Nolan, Tom Cruise, and others supporting the theatrical experience, the movie didn't do nearly as well as hoped, especially domestically. Its performance served as a warning to other studios, with Disney shifting a large portion of its schedule and delaying Black Widow all the way to May. Wonder Woman 1984 has been delayed again as well, though the change was reportedly not due to Tenet. Whatever the reason, the continued delays are bad for movie theaters, including AMC.
However, the company is trying something new in an effort to bring audiences back to theaters. On AMC's website, the theater chain is currently advertising the Stubs A-List membership plan at a discounted rate. Moviegoers can get their first month for $5, allowing them to see up to three movies per week at a very low cost. A-List members get other perks as well, such as free online reservations and 10% back on food and drink purchases. The discounted price means members save $15 or more on their first month.
Though it's a great deal, moviegoers will have to ask themselves if it's worth it. For one, in some areas of the country people still don't feel safe heading to the theater. Constant worrying doesn't make for a good cinematic experience, no matter how cheap it is. Additionally, there are very few movies out right now, which means A-List members would be limited in what they could see. It would be impossible to see 12 new movies in a month at this time.
The discounted membership may not be worth it right now, but it will be interesting to see AMC if keeps up this promotion or a similar one when other blockbusters finally release. Tenet proved an exciting new movie isn't enough for people to leave their homes right now. It seems likely an added incentive may be required, even once coronavirus case numbers are down. For now, movie lovers will have to decide if the discounted A-List membership from AMC is worth the risk.
Source: AMC Theatres