AMC Theaters is looking to stay in close competition with Netflix so they’re going to simply borrow from their opponents in the battle for movie-viewing. To stay in the hunt, AMC is going to start testing a monthly subscription service called MoviePass that will allow movie-goers to pay a fee and enjoy movies as they see fit.
According to the NY Times , three-year-old company MoviePass has agreed to a pilot partnership with AMC so that people can attend a movie a day for one low monthly fee. Christina Sternberg, senior VP for AMC corporate strategy, said it would be dumb to forget progress is happening.
“It frankly wouldn’t be smart to ignore the success of subscription in other areas of media.”
Beginning on January 5, two outlets will begin the test with AMC Theaters in Boston and Denver. Monthly subscription services will be offered in packages of $45 and $35, but more cities are going to be added later, said Sternberg.
“The data will determine how fast we go. Sometimes you first expand the test, sometimes you accelerate the deployment.”
For those in Denver and Boston that wish to get in on the AMC subscription test, you had better get in on it fast. The program will be available on a first-com/first-served basis , according to the Denver Post .
The instructions are going to be quite simple:
- Users download the MoviePass app – See https://www.moviepass.com/amc for more details
- Pay $35 for a month of standard screenings
- Pay $45 for a month of premium screenings in enhanced theaters (Including Imax and 3-D)
- Those participating in the test can see any movie only once at this time
MoviePass and AMC are truly hoping that response will be very good and have movie-goers comparing it to Netflix. The success and popularity of Netflix is what AMC wants so that people will enjoy the subscription service and allow the partnership to expand it to many more cities.
Back in 2004, AMC Theaters had tested something very similar back in 2004 in Omaha and Oklahoma City, but it didn’t take off as expected. Since then though, technology has advanced and subscription services have become a much bigger deal.
Stacy Spikes, the CEO and co-founder of MoviePass, said that the people of today have changed.
“Millennials are consuming things differently, and that includes going to the movies.”
AMC and MoviePass have a big future ahead of them if these subscription service tests prove to be successful, and it could cause a big competition for Netflix. People are constantly complaining about the high cost of movie theater viewings, and this is a way for both consumer and seller to end up happy.
Would you use it?
[Image via The Kansas City Star]
