Dec 18 Is the Movie Pass Hollywood's Answer to Declining Box Office Sales?
We have been talking about this for a few years. Most of you would prefer to wait for the Blu-ray release of your favorite movies rather than watch in the cinema. There are a few reasons for this. First and foremost is cost. Paying between $20 and $30 for a couple to watch a hollywood blockbuster is about what it would cost to buy the Blu-ray. And with the Blu-ray you don’t have to deal with noisy patrons or worry about missing something because you had to run to the restroom because you drank your $6 vat of soda too fast.
With home theaters becoming better and better and costing less to put together you might wonder why do people go to the cinema anyway. For some its a night out with the family or a date. Regardless, there are still a few reasons to venture out and watch a movie. But that is becoming the exception and not the rule. Its clear that large chains like Regal and AMC have to do something to get you in their seats. Some chains are providing more comfortable seating while others are providing a premium experience including fine dining and alcohol. That may get a few people but it doesn’t appeal to everyone.
AMC is trying a pilot program that will be available in Boston and Denver starting in January. Its called Movie Pass. You signup and receive a card that allows you to view one movie a day on over 33,000 screens (3,700 locations) across the US. AMC is the first big chain to sign on. You present your card at the box office or at an automated kiosk and get your ticket. There are no blackout dates.
The subscription for AMC theaters will cost you $45 a month. In most cases it would take between three and four movies a month to break even. Everything after that is gravy. If you are an avid movie goer this is a no brainer. So the question is… will this be enough to bring people back to the theaters? Looks to us that this is a solution to the cost part of the problem that cinema owners have. Well cost as far as entry goes. The concession stand is another matter and this still doesn’t address the issue of noisy patrons. We don’t think this is the solution but we applaud AMC for trying to do something. Tell us what you think!
Reader Comments (1)
Guys, @$45 per pass per month, AMC's movie pass is a non-starter. I've gone to about 40 movies this year, & plan to see 3 more (Mark's movie, Clint's movie, & the Zamboni movie), @AMC's Burbank 16 (plus I think 2 @the Cinerama Dome). I guesstimate this puts me @about the 99th percentile of movie patrons (ie most folk who go to more movies do it for their job). 40 movies cost me $320, because I go in the morning, when all tickets are $8. You could say that, if I bought a pass, I could go to a movie anytime, even in the evening, but mornings seem to work for me & my friends (all of whom see fewer movies)
Just remembered that those 40 cost me more than $8 apiece, as some were in the Prime (upgraded from Dolby Atmos sound, & powered reclining seats) viditorium, @a $5 premium (ie $13). But even if all 16 viditoria were remodeled (& repriced) to Prime, 40 x $13 is still less than 12 x $45
Going out to the movies is, even for me, a social event. AMC can recognize that without changing their price, either by making it $45 per month for a pair of passes (plus say $15 per month for additional passes), or by making each pass good for one admission, one drink, & one popcorn per day