THE CLARUS Blog

Why AMC Stubs A-List Just Eclipsed 600,000 Members

As 2019 begins with many brands rethinking their respective loyalty strategies, AMC Theatres is firmly entrenched in its commitment to premium loyalty.

Six months after AMC Theatres launched its new VIP tier called AMC Stubs A-List, the program eclipsed 600,000 members.

Company officials expected it to take a year to reach 500,000 members in the A-List program.

AMC CEO and President Adam Aron talked about the accomplishment in a release.

“What an incredible 2018 for AMC Theatres and our AMC Stubs A-List members,” Aron explained. “When we launched A-List in June, we fully expected the program to be popular, but to exceed our 1-year goal of 500,000 members in 4 ½ months, then add another 100,000 members in the last six weeks of the year is astounding. There can be no doubt that A-List has contributed to the record box office in 2018, and with the titles guests can expect in 2019, we remain extremely excited about what’s to come.”

AMC Theatres launched AMC Stubs in 2011 and added a free tier (AMC Stubs Insider) in 2016.

See how free and paid loyalty programs can work well together.

 

A-List Benefits

A-List members pay $19.95 per month and can enjoy up to three movies per week at every available showtime, at every AMC location, in every format including IMAX at AMC, Dolby Cinema at AMC, RealD 3D, Prime at AMC, and BigD.

AMC Stubs A-List members also enjoy all the benefits of AMC Stubs Premiere, including free upgrades on popcorn and soda, free refills on large popcorn, express service at the box office and concession stand, no online ticketing fees and 100 points for every $1 spent for the AMC Stubs A-List monthly fee and food and beverage spending at AMC theatres. AMC Stubs Premiere members receive a $5 reward for every 5,000 points earned, which translates to a 10 percent credit toward future AMC purchases.

Much like Amazon’s staggeringly popular Prime program, officials at AMC Theatres continue to target their best and most loyal customer by adding the benefits they desire.

Aron said that “our current and future guests will be interested in this type of program, as AMC Stubs A-List rewards guests with something that no one else offers: The very best of AMC, including IMAX, Dolby Cinema and RealD 3D up to three times per week for one sustainable price.”

 

Quick Start for A-List Program

After seven weeks of the late June launch, AMC Theatres announced that the new AMC Stubs A-List program enrolled more than 260,000 fully paid members. At the time, the A-List program pushed the current membership of the entire AMC Stubs program to more than 15.8 million U.S. households.

AMC has more than 1,000 theatres and 11,000 screens in the U.S. and globally.

The theater chain has always delivered a premium movie-going experience with its recliner seating, premium sight and sound formats, and high-quality food and beverage offerings, including Coca-Cola Freestyle machines, MacGuffins bars, and AMC Dine-In theaters.

When AMC relaunched in 2016, it was to ensure that the AMC Stubs program showcased the best parts of AMC and enhanced the member experience end-to-end, from ticket purchase through show time and beyond.

That has clearly occurred, and the program has grown exponentially since then.

 

Premium Loyalty Power

A brand’s best customers behave that way because they have an emotional attachment to the company. Sprinkle in rewards and perks that customers desire, and a premium loyalty program raises that emotional connection to another level.

Whereas traditional, transaction-based loyalty programs focus on getting lots of people to sign up (that 80 percent), premium loyalty programs really focus on that all-important 20 percent by offering an experience than free loyalty programs can’t touch.

With paid premium loyalty, a brand’s top customers become even more important because of a stronger bond that prompts two-way conversations. Rewarding your best customers encourages magnified engagement and allows for loyalty inroads with newer customers.

As your best customers drive your premium loyalty program, a new company culture develops that extends higher engagement levels and personalized interactions.

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