members of its frequent customer program Stubs
will be given the chance to buy a special ticket giving them unlimited repeat viewing of the film at theaters showing the film.
Details as follows:
— The price for each ticket will range from $19.99 to $34.99, depending on location (presumably IMAX theaters will be among the higher priced).
— Those who already have purchased a ticket will, upon proof of purpose, be allowed to buy the ticket for film purchase for an additional $14.99.
— The ticket, once purchased, will then be useable at any of the 330 AMC theaters showing the film. (Price variations tend to be regional, meaning that most customers won’t be able to purchase from a lower-price theater for use at the highest price markets.)
— The pass will be a special commemorative design meant to have future value as a keepsake.
This is an unprecedented offer. Safeguards taken to ensure the tickets are not used by multiple people are not specified.
” is heading for a two-week total of $100 million in the U.S. and Canada, a strong showing for most films but far less than expected for this. It finished second for its first weekend to Disney’s animated “Big Hero 6,” then this weekend fell to third, with the far less heralded comedy sequel “Dumb and Dumber 2” taking over the top spot. And it faces the threat of major competition from “The Hunger Games: Mockingjay, Part 1” this Friday to further make it recede from immediate attention.
It is doubtful that a promotion like this would happen without the sense that sparking some different incentives was needed. That it is being done with one exhibitor makes it far easier to pull off, but also limits its potential (other chains might be offered the same opportunity). In competitive areas (say Los Angeles, where AMC, Arclight, the Chinese, Sundance and Landmark are all playing “Interstellar”) it’s a reason for moviegoers to choose AMC.
It does smack of concern (if not panic) that this Christopher Nolan film, unlike previous ones which held the #1 spot for multiple weeks, could soon fall to fourth or fifth place or lower and fade from public interest before the Christmas season.
It also sends out the message that the film does have enthusiastic fans, who do crave immediate repeat viewings and suggests that the film is special and an event apart from other current offerings. It also could lead to returnees bringing along others with them to add to the gross. AMC of course also gets the benefit of possibly unanticipated customers who, while attending, purchase concessions, a big part of any theater’s revenues. They might also get a boost for their Stubs program.
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