AMC Theatres has announced a second price increase for its Stubs A-List membership in less than a year, prompting frustration among subscribers. From July 15, the monthly fee will rise to $29.99, up $2 from the previous increase in May 2025. The move comes as the company cites rising operational costs.
In an email to subscribers, AMC CEO Adam Aron said the price adjustment was necessary due to increasing costs of running theatres. He defended the value of the programme, calling it “the best bargain offered anywhere in the world of entertainment.” The perks remain unchanged: members can see up to four films per week in any format, receive free snack upgrades, and earn rewards for every $50 spent.
However, many subscribers are unimpressed. On Reddit, one user in a New York City movie theatre thread wrote: “This will probably make me cancel my A List. $2 isn’t the thing, it’s the fact that they just went up a year ago. And what now, an annual increase saying it’s only $2? In 2027 is it gonna be $32? Then $34 the next year?” Others expressed interest in rival services such as Regal Unlimited, Alamo Drafthouse’s Season Pass, or Cinemark Movie Club.
Some customers criticised the tone of Aron’s email, which they said buried the price increase amid promotional content. One subscriber commented: “Horrible PR. Almost just cancelled for the fact they tried to bury the price increase.” Aron’s email did remind members they could cancel at any time via the AMC app.
AMC launched Stubs A-List in 2018 at $19.95 per month for up to three films weekly, capitalising on MoviePass’s decline. Since then, competitors have emerged with various pricing models. Regal Unlimited starts at $25.99 per month, Alamo Drafthouse’s Season Pass ranges from $14.99 to $39.99, and Cinemark Movie Club costs up to $11.99 monthly. MoviePass itself relaunched in 2023 with a credits-based system starting at $10 per month.
