AMC’s free Stubs membership tier is getting a little sweeter

AMC is introducing a new tier to its loyalty rewards program called Premiere Go! to encourage more people to visit the theater regularly. The new tier offers additional benefits, including earning twice the amount of AMC points for every dollar spent, and these points will not expire. Premiere Go! members will also have access to priority lanes, discounted tickets on Tuesdays, and free large popcorn refills. They can also upgrade the size of their popcorn and fountain drinks at no extra cost. To become a Premiere Go! member, customers must see at least eight movies a year or earn 5,000 points. Once achieved, the status will be maintained for the next year. The new tier is seen as a way to offer customers an achievable pathway to enhanced rewards. AMC's goal is likely to attract more people to its Stubs A-List tier, which was launched in response to MoviePass in 2018. The introduction of Premiere Go! comes at a time when MoviePass' reputation has been further damaged by its former CEO pleading guilty to fraud. By comparison, AMC's Stubs program may now appear more attractive to customers.