MoviePass gets kicked out of theaters before it can get a ticket and beta test for program to launch in San Francisco included AMC without company’s consent. The test run of the controversial Netflix-style subscription plan MoviePass has been suspended because of complaints from exhibitors and MoviePass had planned its beta as a proof-of-concept to show that there was demand for the service before it got exhibitors on board………….
AMC Theatres (AMC), a leading theatrical exhibition and entertainment company announced it will not participate in the beta test of MoviePass, an initiative launching this weekend in the San Francisco area. “As MoviePass was created without AMC’s input and testing, we cannot confidently say the guest experience would be positive for our guests and specifically our AMC Stubs members. Plans for this program were developed without AMC’s knowledge or input,” said Stephen Colanero, chief marketing officer at AMC Theatres. “As MoviePass is currently designed, it does not integrate well into our programs and could create significant guest experience issues.” Some concerns with the program include AMC Stubs members’ ability to receive credit when purchasing a MoviePass. AMC Stubs, the company’s rewards program, was rolled out in April 2011 and rewards participants for ticket and concessions purchases. “As MoviePass was created without AMC’s input and testing, we cannot confidently say the guest experience would be positive for our guests and specifically our AMC Stubs members,” said Colanero. “We were surprised to see the press release and subsequent press coverage of MoviePass earlier this week as it included several of our San Francisco locations. It was news to us to see that we were participants and we will be communicating to those theatres they are not to accept MoviePass.” For more information about AMC Theatres, please visit www.AMCTheatres.com.
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