By Gavin Boyle
Fitness app ClassPass, which provides users access to thousands of fitness classes, partnered with AMC to allow subscribers to trade their credits for movie tickets and popcorn.
“Lights, camera, action! You can now use your ClassPass credits to book tickets and order your favorite movie snacks at AMC Theatres,” ClassPass posted on Instagram, noting that the service is currently available in California, Florida, Texas and Arizona.
“Adding AMC Theatres to ClassPass reflects our commitment to offering the highest quality lifestyle and wellness experiences to our members,” said Fritz Lanman, the CEO of Playlist, ClassPass’ parent company. “Every consumer defines wellness differently, and our mission is to provide a broad range of options that meet those needs. We’re building a platform that not only gives people flexible access to the experiences they love but also serves as a marketplace solution for underutilized inventory, from yoga mats to movie tickets.”
ClassPass members will have a variety of options for how to redeem their credits at AMC Theatres. They will able to book single or group tickets along with add-ons like popcorn or drinks.
Related: AMC Theatres Makes It Even Cheaper to Go to the Movies
Since the pandemic, AMC has worked tirelessly to reestablish the movie theater’s role in Americans’ lives. Many viewers found it more enjoyable to watch movies from the comfort of their homes and have been difficult to draw back. AMC’s efforts have included dynamic ticket pricing based on seat location in the theater and regular deals that lower the price of attending a movie.
“Following the overwhelmingly positive guest response to our announcement of 50% Off Wednesdays ticket pricing, two things became clear. First, our Discount Tuesdays program will benefit from clear, concise messaging that resonates with value-seeking moviegoers,” AMC CEO Adam Aron said in July. “So, we are changing our Tuesday prices and our Tuesday consumer communications such that Tuesdays and Wednesdays will both feature the same 50% Off pricing offer.”
These initiatives by AMC have finally paid off, as seen by the company’s recent Q2 report. During a shareholder call, the company touted a 26% increase in attendance year-over-year, record high concession spending per patron, the increased popularity of premium experiences, and a net loss of only $4.7 million – compared to a loss of $32.8 million during Q2 2024.
The addition to ClassPass will undoubtedly allow AMC to draw even more patrons to its theaters and continue to restore the moviegoing experience as a popular pastime. ClassPass also announced plans to expand this offering beyond the four states it is currently available for in the near future.
Read Next: What AMC’s Impressive Q2 Report Says About the Movie Business’ Future
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