For AMC Theatres, 2016 has been a thrilling and captivating year−not only for its loyal customers but for its internal executive team as well.
AMC Theatres eclipsed five million members in its AMC Stubs loyalty program, adding more than 2.5 million members primarily due to the program’s national re-launch in the summer of 2016. AMC Theatres passed four million members on Sept. 20, 2016, and reached five million three months later.
The five million-plus AMC Stubs members represent a company milestone and membership more than doubled in 2016.
In July, AMC launched AMC Stubs Insider, a free tier to the program that rewards AMC guests for coming to the movies. Insider benefits include a free refill on large popcorn, up to $2 off tickets every Tuesday, a free large popcorn birthday gift, and 20 points earned for every dollar spent.
The program’s top tier, AMC Stubs Premiere, also received a refresh that included the addition of new guest benefits. For a $15 annual membership fee, Premiere members enjoy express service with specially marked shorter lines at the box office and concession stand, free size upgrades on popcorn and soda, a free refill on large popcorn, up to $5 off movie tickets on Tuesdays, a birthday gift (free large popcorn and soda), no online ticket fees, and 100 reward points for every $1 spent.
Every AMC Stubs member earns $5 to spend for 5,000 points earned and receives access to exclusive offers, screenings, and more.
Loyalty360 caught up with Julius Lai, vice president, guest engagement, AMC Theatres, to find out more about the growth of the AMC Stubs loyalty program.
“AMC Stubs was also always a well-received program by its members,” Lai explained. “The relaunch was an opportunity to ensure that the AMC Stubs program showcases the best parts of AMC and enhances the member experience end to end, from ticket purchase through show time and beyond. And guests have clearly responded that they love the AMC Stubs program benefits and the free-to-join Insider tier.”
Lai talked about why the relaunched loyalty program is more seamless and attractive to customers.
“Enrollment only takes seconds using your email address and benefits can be immediate, such as a free refill on large popcorn, member-only discounts at the box office on Tuesdays, or waived convenience fees for online ticket purchases,” he added. “There’s something for everyone, no matter how or when you’re engaging with AMC, and we’re continuing to work to make the program better and easier for all our members.”
Lai said the AMC Stubs program has always offered members a premium customer experience.
“Our guests love AMC, and AMC Stubs members love AMC even more,” he said. “We’re seeing that trend continue to grow.”