Beyond the Ticket: Elevating the Moviegoing Experience through Customer-Centric Design

Company: AMC Theatres

Timeframe: 2016 to 2019

Role: Loyalty & Promotions Manager

Team: Worked with Field Operations, Studio Partnerships, IT, and Creative

Challenge: As we relaunched AMC Stubs, we saw an opportunity to redefine what loyalty could look like in the moviegoing experience. Traditional theater programs leaned heavily on basic rewards — like free popcorn or occasional ticket discounts. While these held value, they presented several limitations:

• Members did not understand when, why, or how they would receive the rewards.

• Any theatre could easily replicate these benefits.

• These rewards lacked the ability to build a strong affinity for a brand.  
  

Our challenge was clear: How could AMC build a loyalty program that not only rewarded guests but made them feel more connected, more valued, and more excited to return?

We reimagined AMC Stubs as more than just a rewards system. We layered in benefits that combined tangible perks, premium service, and exclusive access — designed to elevate every stage of the moviegoing journey. The result was a loyalty experience that stood out in a crowded market, inspired emotional affinity, and laid the foundation for long-term brand loyalty.

Summary of Initiatives:

We need to leverage AMC Stubs to elevate every phase of the experience, from advanced ticket access and personalized communication to on-site service and post-visit engagement. Success would mean more than signups; it would mean changing how moviegoers felt about choosing AMC over the competition, time after time.

Dedicated Premiere Entry: A visual guide to AMC’s Premiere Member queue system, streamlining access with clearly marked pathways and a priority service lane

Designing with the Guest in Mind. Knowing that we wanted members to feel more than just customers, we mapped the typical customer journey from the point of entry to finding their seat in the theatre. This identified some key CX touchpoints we could enhance:

• Dedicated Premiere Member lines for tickets and concessions
  

• POS enhancements that displayed member status and benefits in real-time

  
  

• Service training that empowered staff to recognize members by name and acknowledge their loyalty

Omnichannel Engagement Strategy AMC Stubs was redesigned as a digital-first experience supported by real-time communications:

• Lifecycle campaigns (welcome,

  rewards reminder, win-back)

• Genre-based targeting (e.g., horror fans notified about upcoming thrillers)

• Push notifications and email alerts notifying members of early access to ticket sales

Exclusive Member Perks and Early Access: Stubs members enjoyed access before the general public:

• Advance ticket sale alerts for blockbusters

• Member-only events and early screenings

• Bonus point offers on new releases or genre favorites

Results & Impact::

The redesigned AMC Stubs experience dramatically shifted the perception of moviegoing, as evidenced by AMC Theatres' on-site experience metrics, which have improved, with members citing reduced wait times and improved service levels.

Feedback collected post-launch consistently praised the ease of use, line-skipping convenience, and personal recognition from staff. For many members, the convenience alone made the fee worthwhile. Our data also showed significantly higher visit frequency and spend per member household, validating the strategy.

Reflection:

This project demonstrated the importance of designing loyalty programs through the lens of the customer experience. Providing more than just discounts or points not only retained frequent moviegoers but also created a brand experience that encouraged repeat behavior, social advocacy, and emotional loyalty.

I learned how to integrate operational design with marketing strategy to deliver outcomes that serve both business and customer goals. From cross-functional alignment to rapid iteration based on member feedback, this project exemplifies my CX leadership approach: make it effortless, make it personal, and make it meaningful.