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Variety reports this morning that AMC Theatres, the largest movie theatre company in the world, has developed a program to compete with MoviePass, a subscription program that allows people to see a movie a day at participating theaters for $9.99 a month.

While there have been questions about the sustainability of the MoviePass model, not to mention resistance to it from companies like AMC, apparently its very existence has forced a response.

Next week, AMC “will begin offering guests the chance to see up to three movies per-week for the monthly fee of $19.95. The offering is being run through its loyalty program AMC Stubs, and has been dubbed AMC Stubs A-List. In a clear dig towards MoviePass, a thorn in the exhibition business’ side, AMC calls its pricing ‘sustainable’.”

While MoviePass only can be used for 2D film showings, the AMC version also can be used for premium formats such as IMAX, Dolby Cinema, and RealD.
KC's View:
If your prime movie theater is an AMC, and you go to two movies a month, this is a good deal … and having the pass might make the difference between deciding to go out and staying home to watch Netflix. While this may be more expensive than the MoviePass version, it oddly seems more accessible to people like me. (Though, to be fair, I see a lot more than most people. The national average is five a year; I probably see 25-30.)

Still, it shows how disruption can become contagious.