AMC Theatres, the Leawood, Kansas-based cinema chain, has been vocal in expressing concern about the low monthly price offered by MoviePass, the movie-per-day subscription service. Now, AMC will offer a monthly subscription option of its own, at a higher price point than MoviePass.
AMC, the world’s largest theater operator, is adding a new tier to its customer loyalty program: for a $19.95 monthly fee, subscribers get three screenings per week, according to a press release from AMC.
That’s more expensive than the $9.95 monthly service offered by MoviePass, the upstart company that allows subscribers to see one movie per day. But AMC calls it a “sustainable price.” MoviePass has been burning through $21.7 million per month, Bloomberg Businessweek reports, and the company’s auditor has expressed “substantial doubt” about its ability to remain solvent.
Subscription packages are particularly popular among millennials, a demographic that theater chains desire to attract, the Associated Press reports.