AMC Theatres is revamping its free Stubs membership tier to lure more customers back into its cinemas. The new Premiere Go! tier, announced today, offers a slew of benefits, including discounted tickets on Tuesdays, free large popcorn refills, and access to priority lanes. This move is seen as a strategic effort to increase customer loyalty and retention in the competitive film industry.

The Premiere Go! tier builds upon the existing Insider level of AMC Stubs, which will continue to be available. The new tier offers additional perks, such as earning twice the amount of AMC points for every dollar spent, which can be redeemed for discounts. Unlike the Insider tier, Premiere Go! points will not expire, providing customers with more flexibility and incentive to accumulate points.

To qualify for Premiere Go!, customers must see at least eight movies a year or earn 5,000 points. Once achieved, the status will be maintained throughout the next year. This tier is designed to provide an "exciting and achievable pathway to unlock enhanced rewards" for frequent moviegoers, according to AMC's senior VP of marketing, Ellen Copaken.

The introduction of Premiere Go! is seen as a response to the rise and fall of MoviePass, a subscription-based movie ticketing service that gained popularity in 2018. AMC's Stubs program, which includes the A-List tier, was initially launched as a direct competitor to MoviePass. With MoviePass' reputation tarnished by fraud allegations, AMC's Stubs program is now poised to capitalize on the gap in the market.

The film industry has been grappling with declining ticket sales and increasing competition from streaming services. By enhancing its loyalty rewards program, AMC aims to incentivize customers to return to its theaters and increase revenue. The Premiere Go! tier is a strategic move to attract frequent moviegoers and build brand loyalty in a crowded market.

As the film industry continues to evolve, AMC's efforts to revamp its loyalty program may set a new standard for customer retention and loyalty in the cinema space. With its enhanced Premiere Go! tier, AMC is banking on the allure of discounted tickets, free popcorn, and exclusive perks to bring customers back to its theaters.