Last summer, AMC started offering a new tier to its existing rewards program, AMC Stubs.
AMC Stubs A-ListĪMC was the loudest vocal opponent of MoviePass - and the most active in competing with it. Update: This story has been updated with details about MoviePass Uncapped. As theaters try to keep up with streaming, some companies are taking MoviePass’ lead and implementing subscription programs of their own. While that’s a definite compromise after the promise of a truly unlimited subscription, there’s no denying that the rise and (relative) fall of MoviePass ushered in a new way to think about going to the movies. But this time, the company “reserves the right to limit the selection of movies and/or the time of available movies should your individual use adversely impact MoviePass’ system-wide capacity or the availability of the Service for other subscribers.” Notably, MoviePass Uncapped brings the service back down to to the $9.95 price point (for a limited time, if you pay annually) that led to its first big subscriber boom. The new format, called MoviePass Uncapped, replaces the latest iteration of the service, which at its base tier only allowed users to see a small selection of movies a few times per month. After restructuring several times, MoviePass is still kicking, albeit in a slightly different format. Still, MoviePass wasn’t a completely failed experiment. It even shut down for a night because it literally ran out of money, only to be rescued by an emergency bailout from a hedge fund. MoviePass tried several different tactics to stay in business and mollify big studios, like blacklisting blockbuster titles and charging surge fees to prime showtimes. That turned out to be unsustainable, especially as theater chains started pushing back. MoviePass gambled on the idea that the valuable audience data it would gain from the service (and sell to other companies) could subsidize the fees it paid theaters. The MoviePass plan sounded too good to be true - unlimited movies for less than the cost of one ticket a month?Īs it turns out, it was. In the summer of 2017, the subscription service’s all-you-can-watch buffet dropped in price from $40 to $50 per month to $9.95, leading some two million people to sign up. For a few months in 2018, it seemed like everyone who was regularly going to the multiplex to see movies was doing so thanks to MoviePass.
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