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When AMC Theatres relaunched its AMC Stubs program in the summer of 2016, even the most optimistic projections never would have included a 700 percent membership growth in less than three years in the United States. But with the company now at more than 20 million AMC Stubs households, that’s exactly what’s happened. At the US average of 2.6 people per household, that means more than 50 million people (which is more than 50 percent of the US movie-going clientele) are experiencing AMC through an engaged movie-going relationship via AMC Stubs.
AMC Stubs had approximately 2.5 million members when the company relaunched the program, adding a free tier called AMC Stubs Insider to the already popular AMC Stubs Premiere. In the summer of 2018, AMC added a VIP tier, AMC Stubs A-List. That’s when significant membership growth began.
This growth has played a large role in the success of AMC’s marketing efforts in recent years. Leveraging the knowledge of AMC Stubs members’ movie-going habits enables AMC to employ its strategic marketing tactics, including tailoring its email, text, and mobile notifications to ensure the marketing information being shared is relevant to guests’ interests. As a result of this insight, more than 1.5 billion personalized emails, texts, and notifications are being sent to guests in 2019.
“The meteoric rise of the AMC Stubs membership has created a program that benefits the entire movie-going ecosystem,” says Adam Aron, CEO and President of AMC Theatres, “from our guests, who are enjoying the wonderful AMC Stubs program rewards, to our studio partners, who now have an exhibitor partner that can leverage movie-going data to market their films in a way that’s relevant and impactful, to AMC and our shareholders, who benefit greatly from the increased engagement of a massive consumer database.”
The program’s growth continues to be driven in part by the benefits offered by the three tiers of AMC Stubs: AMC Stubs A-List, AMC Stubs Premiere, and AMC Stubs Insider. A-List and Premiere members earn points equivalent to a 10 percent discount at the box office and concession stand, free size upgrades on popcorn and soda, priority lines, and no online ticketing fees.
Insider, AMC Stubs’ free tier, joins Premiere and A-List by offering Discount Tuesday savings, free refills on large popcorns, and a birthday gift for members. Insider members also earn a $5 reward good at the concession stand for their spend at the box office and on food and drinks. This relaunch’s multiple tiers cast some broad nets to reach the movie-going public. It will be interesting to see if membership size continues growing.
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