Last week AMC Theatres celebrated the one-year anniversary of the relaunch of its AMC Stubs loyalty program, which now boasts more than nine million AMC Stubs member households, more than tripling its membership during the past year.

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.

In July of 2016, AMC announced a relaunch of AMC Stubs to increase the appeal of its paid, premier tier and to add a free tier. At that time, the AMC Stubs membership hovered around 2.5 million households, a membership level that had not changed in approximately three years. The program membership has been growing rapidly since the relaunch, including adding 1 million members in the past two months.

Given the ongoing pace of new member enrollments, AMC officials predict that AMC Stubs will reach 10 million household members this fall−a goal AMC originally did not expect to reach before the year 2025.

What’s more, company officials continue to see benefits from the growing loyalty customer base. During July 2017, for the first time ever, AMC Stubs U.S. ticket penetration reached more than 30 percent of total AMC ticket buyers in the U.S., which means more than 30 percent of tickets sold at AMC Theatres in the U.S. were purchased by AMC Stubs members.

“The continued brisk growth of the AMC Stubs membership base during the past year has been a testament to the successful relaunch of AMC Stubs in the summer of 2016,” said Adam Aron, CEO and President of AMC. “This growth of our AMC Stubs database allows us to reach more movie-goers than ever before, and with greater efficiency and precision.”

AMC is the largest movie exhibition company in the U.S., in Europe and throughout the world with approximately 1,000 theatres and 11,000 screens across the globe. AMC has propelled innovation in the exhibition industry by deploying more plush power-recliner seats; delivering enhanced food and beverage choices; generating greater guest engagement through its loyalty program, website, and smart phone apps; offering premium large format experiences and playing a wide variety of content including the latest Hollywood releases and independent programming.

AMC operates among the most productive theatres in the nation’s top markets, having the No. 1 or No. 1 market share positions in 22 of the 25 largest metropolitan areas of the U.S., including the top three markets (NY, LA, Chicago). Through its Odeon subsidiary, AMC operates in 14 European countries and is the No. 1 theatre chain in Estonia, Finland, Italy, Latvia, Lithuania, Spain, Sweden, the U.K., and Ireland.

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