AMC Ups Frequent-Filmgoer Promo

AmericanMulti-Cinema plans to expand a frequent-filmgoer promotion it has been testing in six markets for about a year.

Dick Dodderidge, senior v.p. of marketing for the 1,600-screenplus circuit, said AMC management will meet with its divisional managers at the forthcoming NATO Showest ’91 trade fair to determine the number of additional markets that will start using the “AMC Moviewatcher” program. The promotion works like a frequent-flyer airline program: Participants receive cards to document their attendance; once filmgoers chalk up a designated number of visits, they are eligible for premiums, ranging from free popcorn and soft drinks to cinema posters and free admissions.

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