AMC Theatres launches loyalty rewards scheme

WM Circle Logo

By: Wise Marketer Staff |

Posted on April 11, 2011

AMC Theatres launches loyalty rewards scheme

In the US, AMC Theatres has launched its new 'AMC Stubs' loyalty rewards programme, offering movie-goers spend-based rewards that replace the previous points-based 'MovieWatcher' programme.

The new programme was designed to provide frequent movie-goers with more value as they earn rewards for every US$1 spent at AMC Theatres throughout the US.

"AMC Stubs provides members with a choice of rewards, which will be brought to life by three movie bloggers who we've invited to embark on the Search for Stubs Challenge," said Stephen Colanero, AMC's chief marketing officer.

As part of the launch, AMC officially began its 'Search for Stubs' challenge, inviting three prominent movie bloggers - Steve Weintraub of Collider, Mike Eisenberg of Screen Rant, and Wilson Morales of Black Film - to participate in a competition to visit the most AMC Theatres and see the most movies possible from April 15th to May 6th 2011.

Each blogger will post everything from actual movie reviews to their theatre experience while also earning and randomly rewarding their followers and fellow movie-goers through the new AMC Stubs programme. (Fans can follow their journeys at

AMC Stubs members receive a choice of rewards based on the total amount of money they spend at the theatre, including tickets and concessions. Benefits of the programme include:

  • A US$10 AMC Stubs Reward for every US$100 spent;  
  • Free upgrades on popcorn and fountain drinks on every visit;  
  • No online ticketing fees;  
  • A digital, online movie ticket stub collection.

Memories... Each AMC Stubs member will have their own online AMC Stubs book that brings the paper ticket stub concept into the digital age by automatically populating a virtual movie ticket stub in members' online AMC Stubs book for each movie they see.

"This online stub functionality also extends the movie experience into relevant social media by enabling members to tag friends and family they attended with, rate the movie, make comments and share them within the AMC Stubs member network or on their Facebook pages," explained Colanero.

AMC Stubs is a paid-for rewards programme, with an annual fee of US$12. AMC Stubs Rewards are good for anything in the theatre, from tickets and concessions to gift cards and membership fee renewals. The enrollment fee goes toward the first reward as well.

Aside from ticket purchases, guests can also present their AMC Stubs cards at the concession stand to earn rewards for money spent on food and drinks.

More Info: