AMC Theatres Offers Half-Off Popcorn Pass for $29.99 a Year
AMC Theatres Bets Big on Popcorn with New Discount Pass
Moviegoers, rejoice! AMC Theatres is rolling out a new loyalty program perk designed to make that large popcorn a little less painful on the wallet. Starting Cyber Monday, December 1, members of the AMC Stubs program will be able to snag a 50% discount on large popcorns every single day. The annual pass, priced at $29.99 before taxes, also retains the existing benefit of one free refill per day – a classic moviegoing tradition.
A Sweet Spot in a Changing Industry
The timing of this launch isn’t accidental. As the box office heats up with a slate of highly anticipated releases – including Wicked: For Good, Zootopia 2, Five Nights at Freddy’s, the new SpongeBob movie, and the Christmas blockbuster Avatar: Fire and Ash – AMC is clearly aiming to entice audiences back to theaters and boost concession sales. But it’s also a response to a broader shift in how people consume entertainment.
The cinema industry has faced significant headwinds in recent years, battling streaming services and changing consumer habits. According to the Statista, North American box office revenue reached $33.47 billion in 2023, a significant increase from the $9.4 billion recorded in 2020 during the height of the pandemic, but still below pre-pandemic levels. AMC, like other theater chains, is constantly looking for ways to enhance the moviegoing experience and justify the cost of a trip to the cinema.
Beyond the Butter: The Value of a Movie Snack
Popcorn isn’t just a snack; it’s practically synonymous with the movie experience. AMC CEO Adam Aron has recognized this, even exploring the possibility of selling AMC popcorn in retail stores. The company understands the emotional connection people have to that freshly popped, buttery goodness. In many locations, particularly in areas like Los Angeles, a large popcorn can now cost upwards of $11.99 – rivaling the price of more substantial food options like chicken tenders or pizza.
“The AMC Popcorn Pass makes it easier than ever for guests to enjoy the treat they love each time they visit,” said Carrie Trotter, senior vp of marketing for AMC, in a statement. “From families making memories to movie fans who never miss a blockbuster, this new offering delivers incredible value and adds even more enjoyment to every trip to the movies.”
How the Pass Works – and What You Need to Know
The AMC Popcorn Pass is available for purchase starting Cyber Monday, but can be bought at any time throughout the year. However, there are a few key stipulations. The discount is exclusively for in-theater purchases and cannot be used for mobile orders. The pass is non-transferable and requires the passholder to present a valid photo ID at the time of purchase. This is to prevent sharing and ensure the benefit is enjoyed by paying members.
This new pass replaces the previous AMC CLASSICS Annual Bucket promotion, which offered savings on a bucket of popcorn with a same-day refill. The CLASSICS promotion was limited to AMC CLASSICS locations, which generally offer lower ticket prices and were formerly operated by Carmike Cinemas. Notably, there are currently no AMC CLASSICS locations in California.
Loyalty and the Future of Cinema
AMC is banking on the power of its Stubs loyalty program to drive adoption of the Popcorn Pass. The company reports that tens of millions of guests have already signed up for Stubs, which offers a tiered system of benefits. The free tier provides basic rewards, while paid tiers unlock additional perks like waived online ticketing fees and complimentary upgrades.
The move reflects a broader trend in the entertainment industry towards subscription models and loyalty programs. Companies are increasingly recognizing that retaining existing customers is often more cost-effective than acquiring new ones. By offering compelling benefits like the Popcorn Pass, AMC hopes to foster a stronger connection with its audience and encourage repeat visits.
The success of this initiative could have ripple effects throughout the industry. If the Popcorn Pass proves popular, other theater chains may be compelled to follow suit, potentially sparking a “concessions war” that benefits moviegoers everywhere. As the global entertainment landscape continues to evolve, innovative strategies like this will be crucial for ensuring the long-term viability of the cinema experience. The United Nations Conference on Trade and Development (UNCTAD) reports that the creative industries, including film and entertainment, contribute 3% to global GDP and 3% to global employment, highlighting the significant economic impact of the sector.
Ultimately, the AMC Popcorn Pass is more than just a discount on a snack. It’s a strategic move by a major player in the entertainment industry to adapt to changing consumer preferences and reaffirm the enduring appeal of the moviegoing experience.
ARTICOL ORIGINAL:
AMC Theaters is launching its most aggressive concessions discount pass to date that will provide members of its Stubs loyalty program a 50 percent discount on a large popcorn every day of the week. The pass, costing $29.99 a year before taxes, also includes the existing Stubs perk of one free refill per day.
The AMC Popcorn Pass is launching on Cyber Monday, Dec. 1, as the year-end box office heats up with Thanksgiving releases Wicked: For Good and Zootopia 2, followed by a Five Night’s at Freddy’s, the new SpongeBob movie and Christmas tentpole Avatar: Fire and Ash. The discount is effective immediately and is good through Dec. 31, 2026, the country and world’s largest circuit announced Tuesday. (There is no charge to join the basic tier of Stubs.)
Despite the rise of a varied menu of concessions, popcorn remains the post popular purchase. Maverick AMC CEO Adam Aron even tried to get into the business of selling its popcorn in retail establishments, since the snack is so tied to the moviegoing experience. In some locations, including many in the L.A. area, a large popcorn can be as much as $11.99, making it more expensive, or on par, with such offerings as chicken tenders or pizza.
“The AMC Popcorn Pass makes it easier than ever for guests to enjoy the treat they love each time they visit,” said Carrie Trotter, senior vp of marketing for AMC, in a statement. “From families making memories to movie fans who never miss a blockbuster, this new offering delivers incredible value and adds even more enjoyment to every trip to the movies.”
While it commences on Cyber Monday, the new Popcorn Pass can be purchased at any time throughout the year. There are some conditions: The discount is eligible for in-theater purchases only and is not valid for mobile orders. The pass must be used by the passholder, and a photo ID is required.
The discount is available to AMC Stubs members at all AMC locations in the United States. It replaces the AMC CLASSICS Annual Bucket promotion, which saved Stubs members on a bucket of popcorn and allowed for a same-day refill. It was only available at AMC CLASSICS locations, which offer a more affordable moviegoing experience and were previously operated by Carmike. There are no locations in California.
Tens of millions of guests have signed up to enjoy the benefits of AMC Stubs, according to the circuit. There are a variety of membership options in addition to the free tier.