Look out, Moviepass. AMC preparing its own movie subscription plan

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The on-again, off-again rivalry between MoviePass and AMC Theaters just flipped back on. AMC Stubs A-List, to launch June 26, will allow members to view available movies at any US -based AMC location, and in any format, including Imax, Dolby Cinema, RealD 3D, Prime and BigD.

That "sustainable" reference is a clear dig at MoviePass, an independent movie ticket subscription service that has been losing millions of dollars with monthly rates as low as $6.95 as it has built a subscriber base that recently passed the 3 million mark.

While MoviePass is a cheaper option, Variety said AMC will also offer their subscribers screenings in IMAX, Dolby Cinema and RealD. Will AMC Theaters lose money on this service? Since MoviePass slashed its monthly fee, questions have mounted over the long-term viability of its economic model. MoviePass pays for full-priced tickets and sells them at a discounted rate in order to capitalize on user data.

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"AMC Stubs A-List is being taken to market at more than double the price of that charged by some of our competitors", Aron said in a conference call with investors. In April, the company's majority owner, Helios and Matheson Analytics, acknowledged in a regulatory filing that there were doubts about MoviePass' ability to stay in business.

AMC Theatres shares rose almost 2.5% on the announcement. Twice the price for 1/4 the theater network and 60% fewer movies. AMC Stubs A-List subscribers will receive free upgrades on popcorn and soda, free refills on large popcorn, a free popcorn and soda on their birthdays, express service at the box office and concession stand, no online ticketing fees and an automatic enrollment into AMC's rewards program.

AMC announced the AMC Stubs A-List plan on Wednesday, which will cost $19.95 a month. "We want to make movies more accessible, they want more profit".

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Meanwhile, outside of the three ticket per week allotment, the service also offers all of the existing benefits of an AMC Stubs Premiere membership.

Other stipulations include a mandatory two-hour window between films seen on the same day, and no rollover if a subscriber does not see three movies in one week.

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