What is the story about?
What's Happening?
AMC Theatres has introduced the 'AMC Slash Pass,' a new ticketing program designed to attract horror movie enthusiasts during the fall season. Announced on September 5, the initiative coincides with the release of 'The Conjuring: The Last Rites,' which is expected to have a significant domestic opening. The Slash Pass, priced at $66.66, offers six admissions to participating horror films at AMC locations nationwide. Customers can use these admissions across multiple titles or bring friends to watch the same film. The program aims to capitalize on the popularity of horror films, particularly among Gen Z audiences, who prefer watching these movies in a communal theater setting. AMC's senior VP of marketing, Ellen Copaken, emphasized the genre's appeal and the company's commitment to providing a unique movie-going experience.
Why It's Important?
The introduction of the Slash Pass reflects AMC Theatres' strategic move to boost attendance and revenue during the fall season, traditionally a strong period for horror films. By offering a cost-effective way to enjoy multiple movies, AMC is likely to attract a younger demographic, particularly Gen Z, who are known for their interest in horror genres. This initiative could help AMC maintain its competitive edge in the entertainment industry, especially as the horror genre faces challenges with some recent releases underperforming. The Slash Pass also supports the theater chain's efforts to enhance customer loyalty and engagement through innovative offerings.
What's Next?
AMC Theatres plans to continue promoting the Slash Pass throughout the fall, with a lineup of new horror releases and classic films. Upcoming titles include 'The Long Walk,' 'Him,' and 'The Strangers - Chapter 2,' among others. The theater chain will also feature classic horror films as part of its Thrills & Chills banner, providing additional options for Slash Pass holders. AMC's strategy will likely be monitored by industry stakeholders to assess its impact on box office performance and audience engagement. The success of this initiative could influence future marketing strategies and ticketing programs within the cinema industry.
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