AMC Theatres has tweaked Stubs A-List, the mega-chains movie ticket rewards program, with an eye to turning occasional cinema-goers into more loyal repeat visitors.

Beginning January 1, 2025, AMC Stubs Insider members who see at least 8 Hollywood movies or earn at least 5,000 AMC Stubs points in a calendar year will graduate to a new AMC Stubs Premiere GO! status. That allows moviegoers to secure nearly the same benefits of the Premiere GO! Tier including waived ticket fees and size upgrades for drinks and popcorn without paying a $17.99 a-year membership fee up front. Encouraging moviegoers to return to the multiplex via reward programs has long been a key and increasing driver of revenues for major exhibitors. AMC is looking by introducing a new free loyalty tier to its AMC Stubs program to reward audiences for the number of cinema tickets purchased or points accumulated, rather than just by paying a membership fee.

The introduction of AMC Stubs Premiere GO! gives our Insider members an exciting and achievable pathway to unlock enhanced rewards simply by enjoying the movies they love. This new tier is our way of saying thank you to our fans for their passion and dedication, while continuing to deliver the unparalleled value and convenience they expect from AMC, Ellen Copaken, AMC senior vp of marketing, said in a statement on Thursday.

Members who achieve the AMC Stubs Premiere GO! status will retain their membership for the remainder of the calendar year and the following year. The new rewards tier is also targeted at occasional movie-goers to encourage more repeat visits and customer loyalty.

At the same time, the separate AMC Stubs A-List is aimed at avid movie-goers, and allows members to see up to three movies a-week in all premium formats, including Imax and Dolby Cinema, and get the most reward perks for one monthly price.