What's Happening?
AMC Theatres has introduced a new ticketing initiative called the 'Slash Pass' aimed at horror movie enthusiasts. This pass, priced at $66.66, allows moviegoers six admissions to participating horror films at AMC locations nationwide. The launch coincides with the release of 'The Conjuring: The Last Rites', which is expected to have a strong opening. The pass can be used for upcoming horror releases and classic films as part of AMC's Thrills & Chills banner. Ellen Copaken, AMC's senior VP of marketing, highlighted the popularity of horror films, especially among Gen Z audiences, as a key reason for this initiative.
Why It's Important?
The introduction of the 'Slash Pass' reflects AMC's strategy to capitalize on the enduring popularity of horror films, particularly among younger audiences. This move could help AMC boost attendance and revenue during the fall season, traditionally a strong period for horror films. By offering a cost-effective way to enjoy multiple films, AMC aims to attract more viewers to its theaters, potentially increasing concession sales and overall profitability. The initiative also underscores the importance of innovative marketing strategies in the competitive cinema industry.
What's Next?
AMC will monitor the success of the 'Slash Pass' as it rolls out through the end of 2025. The company may consider expanding similar initiatives to other film genres if the pass proves successful. Additionally, the performance of 'The Conjuring: The Last Rites' and other upcoming horror releases will be closely watched as indicators of the pass's impact on box office sales. AMC's competitors may also respond with their own promotions to attract horror fans.
