MoviePass Testing New AMC Theatres Deal to Include 3D & IMAX
Back in 2011, when the idea of the MoviePass was introduced, movie theater chains across the country were enraged and wanted no part of cooperating with the company trying to deliver unlimited movies to theater goers. Then in 2012, the service hit the marketplace by using a debit card combined with an iOS app, and it's been up and running ever since. They've had some hiccups as far as their service goes, mainly the introduction of the 24-hour countdown between movie check-ins that ruins any chance for late evening into midnight double features, but now they might be improving by striking their first movie theater partnership.
The New York Times reports MoviePass is teaming with AMC Theatres, the second largest movie theaters chain in North America, that expands their service of allowing people to see one free movie (not the same movie twice) everyday for the price of a monthly fee. The new deal with AMC will introduce this service in Boston and Denver beginning in January, and while it's not specified in the article, we're assuming that what will make this deal a little more convenient is that AMC Theatres will probably have their own MoviePass card that doesn't require customers to check into a movie on a mobile application first.
In addition, what sweetens the deal is a new premiere tier for those who want to try out the MoviePass partnership with AMC Theaters. Right now, the monthly fee (which ranges from $30 to $35 depending on location) for current MoviePass customers only covers standard format movies, but AMC Theatres and MoviePass will offer a $45 option that will include IMAX and 3D formats as well. That's something that would be a sweet addition to the current MoviePass membership deal, but we're betting that they want to try it out with AMC first before making it more widely available.
The subscription model has been working well for Netflix, Spotify and Rhapsody with movies and music, so this kind of deal is a no-brainer, especially as movie theater attendance declines in all the sweet demographics. The profit comes from those users who pay for the service but don't see enough movies to cover that cost themselves. The model has been working for MoviePass to keep them going for a couple years now, and if this new deal with AMC Theatres works out, you may see the membership service adopted in more chains across the country. But we'll see. If you're in Boston or Denver, let us know how it goes!