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AMC Theatres breaks into mobile with ticketing app

AMC Theatres has rolled out a mobile ticketing application to let users buy movie tickets while on the go.

AMC Theatres has made the ticketing app its first main foray into mobile after seeing how quickly the mobile ticketing space is growing. The AMC Theatres app is available for iPhone and Android devices and the company is planning to look into other platforms in the near future.

“In a nutshell, we want to reach our guests where they are thinking about the movies, and we realize that a lot of that is being done through a mobile handset,” said Brett Cooke, vice president of guest marketing at AMC Theatres, Kansas City, MO.

“We want to be everywhere where our guests are,” he said.

On-the-go tickets
Users can download the AMC Theatres app for free from either Apple’s App Store or Google’s Android Market.

Users can find and store nearby AMC locations by using their device’s GPS.

Once users select a theater, they can view showtimes and buy tickets via their handsets.

In addition, the app incorporates AMC Theatres’ AMC Stubs rewards program. Current loyalty program users can log-in using their email address and password to manage their account.

Members can also learn about the program and are encouraged to visit AMC’s Web site or a theater to learn more.

Although the app does not allow users to sign-up for the program, it does help the company spread the word out about its program.

Additionally, consumers can view local deals at movie theaters nearby.

The AMC Theatres app also aggregates all of the company’s social media into one feed, and movie fans can watch trailers and access information about films.

Hollywood gold
In addition to launching the app, AMC Theatres also recently made all of its locations available on Fandango’s Web sites and mobile platforms in a deal meant to drive digital sales of movie tickets (see story).

AMC Theatres chose to launch the app for iPhone and Android devices since both dominate the smartphone market, but also is looking at developing mobile initiatives for the tablet.

The movie chain also has an SMS program in place for its AMC Stubs program that loyalty users can opt-in to.

Last year, Fandango reported that 40 percent of its traffic comes in via mobile platforms, showing how AMC Theatres is smart for wanting to get into the space with a ticketing app (see story).

Based on the large number of mobile sales that movie tickets are generating, large movie chains are realizing the possibilities of mobile by rolling out specific apps for their companies.

“The end goal is to sell tickets and get people into the theaters to see movies,” Mr. Cooke said.

“Guests are not always sitting in front of a desktop and want content in whatever way is easiest to consume,” he said.

Final Take
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York