AMC Theatres Rewards Program Now Lets You Earn Premiere GO! Tier For Free

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Despite the fact that movie theaters have been experiencing a steady rise in earnings since the devastating pandemic, there are still areas for improvement to keep audiences coming back to cinemas consistently. The last quarter of 2024 witnessed unprecedented box office success over holiday weekends, driven by highly-anticipated sequels such as Moana 2 and Gladiator II, along with the widely praised musical adaptation Wicked. Nevertheless, movie theater chains are continuously seeking methods to attract more patrons, and AMC has opted to overhaul its premium subscription program as a means of enticement.

Based on the announcement from AMC Theater Company, members of their Insider program who watch at least eight movies in a year or accumulate 5,000 Stubs points will have the opportunity to upgrade to the Premiere GO! tier starting January 1, 2025. This seems like a logical move for frequent moviegoers, given that many watch more than eight new films annually. However, it appears that this new rewards system is designed with infrequent cinema-goers in mind. Keep in mind that the membership upgrade depends on the availability of an AMC Theatre location nearby. For those not familiar, the Premiere GO! tier offers a range of benefits such as:

  • Free large popcorn & fountain drink birthday gift
  • Free size upgrades on popcorn and fountain drinks
  • Priority lane access
  • No online ticketing fees for 4+ tickets purchased at the same time
  • Earn points at 2x the rate of Insiders
  • Points can be redeemed for rewards, which can be used to purchase tickets and concessions

The upcoming modification in AMC Theatres‘ movie theater rewards program follows hot on the heels of their necessity to establish an online queue for ticket sales because of heavy website traffic. They appear to be capitalizing on the momentum of the 2024 holiday season, which usually sees a surge in audience numbers, and extending it into the usually quieter first quarter of the new year. It’s possible that the changes made to their rewards system will revert back to a subscription-only tier after the 2025 movie season. With films like James Gunn’s “Superman” and Marvel Studios’ much-anticipated reboot of “Fantastic Four,” 2025 is expected to be one of the most significant in recent memory.

Movie Theaters Have Been Making Big Upgrades

It’s important to note that AMC Theatres isn’t the only theater chain enhancing its movie-watching experience. In 2024, it was announced that significant theater chains were collectively investing a staggering $2.2 billion for upgrades and transformations. However, movie enthusiasts might be slightly disheartened to discover that these enhancements are not primarily centered around the films themselves. Michael O’Leary, president and CEO of the National Association of Theater Owners (NATO), discussed this ambitious project, which encompasses plans for additional restaurants, arcades, and indeed, pickball courts.

Have you ever found yourself discussing pickleball courts more than expected since taking this job? This is actually an integral aspect of our team’s larger initiative aimed at catering to movie enthusiasts by offering them a broader experience, encompassing more than just the traditional cinema visit. It’s simply one part of us adapting to what consumers seek when they step out in the evening.

Theater companies aiming to broaden the theatrical experience beyond traditional film screenings should take note: Audience preferences for movies have become quite varied, possibly at their most diverse since the surge of superhero films in the 2010s-2020s. While 2025 promises numerous blockbuster franchises, superheroes and villains no longer monopolize box office success. Movie theaters are not just surviving; they’re thriving, with indications of vibrancy beyond what a typical pickleball court could provide to an average moviegoer.

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2025-01-16 21:01