In a bid to get even more people regularly coming back to the theater, AMC is rolling out a new set of perks for the cheapest (read: free) tier of its loyalty rewards program.
Though AMC doesn’t seem to be getting rid of the original Insider level of its AMC Stubs membership, the theater chain announced today that it’s introducing a new Premiere Go! tier that will offer subscribers even more benefits. In addition to discounted tickets on Tuesdays, free (large) popcorn refills, and access to AMC theaters’ priority lanes, Premiere Go! members will earn twice the amount of AMC points (which can be redeemed for more discounts) for every dollar spent.
Unlike the Insider tier, Premiere Go! Subscribers’ points won’t expire. But like the Premiere ($17.99 / year) and A-List (the monthly price varies by location) tiers, people using Premiere Go! will also be able to upgrade the size of their popcorn and fountain drinks at no additional cost. To become a Premiere Go! member, you’ll have to see at least eight movies a year or earn 5,000 points, and once you do, you’ll keep the status through the entirety of the next year.
In a statement about the new tier, AMC’s senior VP of marketing Ellen Copaken described it as a way of offering customers “an exciting and achievable pathway to unlock enhanced rewards simply by enjoying the movies they love.”
Everything about the new tier feels like AMC is trying to get more people to consider signing up for Stubs’ A-Tier, which launched back in 2018 as a direct response to MoviePass. And given how MoviePass’ legacy just became even more tarnished by former CEO Mitch Lower pleading guilty to fraud, Stubs is probably looking a lot more attractive by comparison now.
