AMC Theatres, the second-largest theater chain in the U.S., announced a unique partnership with MoviePass, a movie theater subscription service. The two companies will launch MoviePass Premium, which will allow movie fans to pay one monthly fee to see at least one movie per day.
The service will launch first in Boston and Denver for testing by early 2015 for a test period before expanding nationwide.
The MoviePass Premium deal costs $45 a month and allows movie fans to see one movie a day at any AMC location in any format, including standard 3D and IMAX. MoviePass also offers a standard subscription service, which costs $35 a month and only includes 2D screenings. Subscribers can download the MoviePass app, so they won’t even need tickets.
“This is the first time a premium level subscription service has been launched in the U.S. and marks a significant step forward by offering passionate movie lovers the premium sight and sound experiences available in movie theatres,” Stacy Spikes, CEO and Co-Founder of MoviePass said in a statement. “We believe this premium tier subscription, combined with a new online ticketing feature, will appeal to our largest demographic, 18-34-year-old movie goers. Our goal is to keep people coming out to the movies again and again.”
It is true that less younger movie fans are leaving their homes to see movies in a theater. Earlier this month, Nielsen published a study that found that fans in the 12-24 age demographic only averaged 7.1 movies per year, nevermind per month. That was down from 2013’s 8.4 average.
Subscription services - like Netflix, Spotify, and Rhapsody - have also shown that the younger generation is more willing to pay one sum per month for full access to a service. Hopefully for Hollywood, it will work out for theaters, too.
If only they could lower the price of popcorn.
image of Jennifer Lawrence courtesy of INFphoto.com
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