What's Happening?
AMC Theatres has introduced a new ticketing program called the 'Slash Pass' to attract horror movie enthusiasts during the Halloween season. The pass, priced at $66.66, offers six admissions to participating horror films at AMC locations nationwide. This initiative coincides with the release of 'The Conjuring: Last Rites,' which is expected to have a strong domestic opening. The Slash Pass allows flexibility in usage, enabling holders to redeem tickets across multiple titles or use them for a single film with friends. AMC's senior VP of marketing, Ellen Copaken, emphasized the popularity of horror films, particularly among Gen Z audiences, and the communal experience they offer in theaters.
Why It's Important?
The introduction of the Slash Pass reflects AMC's strategy to capitalize on the growing popularity of horror films, especially among younger audiences. By offering a cost-effective way to enjoy multiple films, AMC aims to boost attendance and revenue during a season traditionally associated with horror releases. This move also highlights the theater chain's efforts to innovate and adapt to changing consumer preferences, potentially setting a precedent for similar promotions in other genres. The success of this initiative could influence how theaters market and package film experiences in the future, impacting both the industry and moviegoers.
What's Next?
AMC plans to continue offering the Slash Pass through the end of 2025, with a lineup of new horror releases and classic titles. The theater chain will monitor the program's reception and may adjust its offerings based on audience feedback and box office performance. As the Halloween season progresses, AMC will likely evaluate the effectiveness of the Slash Pass in driving ticket sales and consider expanding similar promotions to other film genres. The response from horror fans and the broader moviegoing public will be crucial in determining the future of such initiatives.
