AMC Theaters

With MoviePass dying, AMC looks to raise the price of its movie subscription

Contributed by
Nov 6, 2018, 11:28 AM EST

While MoviePass continues to wither, AMC Theaters is raising the price of its own movie ticket subscription service in some markets after hitting a subscriber milestone.

The theater chain announced Tuesday that its Stubs A-List ticket subscription service — which allows customers to see up to three movies per week in any format in an AMC theater — has reached its one-year goal of 500,000 subscribers in less than five months. As a result, prices will be raised in the 15 states where the service is "most popular" beginning in January.

The current price for an A-List subscription is $19.95, but beginning January 9, 2019, that price point will jump to $21.95 in Colorado, Delaware, Florida, Georgia, Illinois, Maryland, Minnesota, Pennsylvania, Virginia, Washington state, and the District of Columbia, while it will jump to $23.95 in California, Connecticut, Massachusetts, New Jersey, and New York. The price will remain the same in the other 35 states.

The company also announced smaller enhancements, including lowering the minimum age of A-List subscribers to 16 and allowing subscribers to place multiple accounts on the same credit card.

In its press release announcing the news, AMC also threw a bit of shade in rival MoviePass' direction by both promising that customers who signed up for a year of A-List before January would have their $19.95 rate guaranteed for a year and promising that any future price changes would carry with them a 90-day advance notice.

"As a reputable operator, AMC has no desire to whipsaw its guests with frequent change, nor would it do so without providing guests reasonable advance notice," the company said.

The changes AMC is going through seem to be, on a smaller and much less overwrought scale, similar to what happened to MoviePass in the early stages of what has since become a long road of changes and frustrations for that service. The subscription's extremely low initial pricing was designed to draw customers, and it did, but that quickly become a problem as MoviePass got way too popular way too quickly.

That led to price changes, plan changes, website difficulties, angry subscribers, and eventually the service's parent company dropping it altogether. Over at AMC, things would appear to be proceeding at a much more reasonable pace, and, depending on where you live, paying $24 for three movie tickets doesn't sound like a very bad deal.

What do you think? Will AMC succeed where MoviePass started to flail?