AMC has found an interesting way to promote both the opening of a new theatre and, at the same time, its loyalty rewards program. In advance of opening the newly renovated AMC Fallbrook 7 complex, the cinema chain has invited members of its AMC Stubs program to attend an evening of free screenings at the theatre this Friday, September 27th.
First, a little history on the re-opening of the Fallbrook 7.
AMC took over the theatre at the Fallbrook Center in West Hills, CA earlier this year when Laemmle Theaters abandoned the site after deadlocking on a new lease agreement with the mall’s owner, Chicago-based General Growth Properties. When Laemmle originally made public the closing of the Fallbrook 7, which is a few miles from my home, I suspected the property owner may have been hoping to attract an exhibitor with deeper pockets. Sure enough, within two weeks of Laemmle’s announcement, AMC Theatres swooped in and took over the lease.
Moviegoers who patronized the Fallbrook 7 regularly, many of them senior citizens, were disheartened to hear of Laemmle’s plans, since it was one of the only cinemas in the west San Fernando Valley to play arthouse titles. An older theatre, it was also known for sometimes scratchy projection and sloped floors. Upon announcing their intention to take over the multiplex, AMC tried to assuage any fears longtime customers might have as evidenced by Mark McDonald, the circuit’s executive vice president of development, telling the Los Angeles Times: