AT&T should help to usher moviegoers into theaters this summer, at least in incremental numbers: The telecom giant has launched a buy-one-get-one-free ticket offer with AMC Theatres and Regal Entertainment Group, though it’s limited to Tuesday showings.
And there are other restrictions. You won’t be able to get a free ticket for “Finding Dory” in 3D — the promo is good only for standard 2D showings. In addition, AT&T’s “Ticket Twosdays” offer is available only to its postpaid wireless customers (excluding data-only subscribers). The carrier had 28.3 million postpaid U.S. wireless consumer subs at the end of the first quarter of 2016.
Tuesdays are typically one of the slowest days of the week for movie theaters, which see the bulk of their traffic on weekends. So AMC and Regal, the U.S.’s two biggest theater chains with nearly 1,000 theaters and 13,000 screens combined, will certainly welcome any additional attendance they’re able to reel in through AT&T.
AT&T’s move comes after rival T-Mobile earlier this month debuted “T-Mobile Tuesdays,” a rewards program that initially offered customers a free medium two-topping Domino’s pizza, a small Wendy’s Frosty and a free movie rental from Vudu every week, as well as the chances to win weekly prizes and one free ticket to “Warcraft” for its U.S. premiere weekend. However, Domino’s backed out after the first week because of overwhelming demand.
In the promo with AMC and Regal, AT&T said it’s capping the number of tickets allotted for the promo on a weekly basis, and noted that it can’t guarantee tickets will be available for given movies or show times. To redeem the free ticket offer, users must visit att.com/tickettwosdays to validate their mobile number; they will then be directed to MovieTickets.com where a coupon code for their free ticket will be automatically be applied at checkout when they buy one full-price ticket.
The Ticket Twosdays offer will be promoted in National CineMedia’s “FirstLook” pre-show program in participating theaters, including a takeover on Tuesdays with AT&T branding throughout the show. It also will be featured on NCM’s Lobby Entertainment Network and on concessions products in participating theaters.
The free movie-ticket deal is part of the “AT&T Thanks” customer-loyalty program (which, incidentally, prompted Citigroup to sue the telco, claiming “AT&T Thanks” infringes on the bank’s “thankyou” trademark). This fall the telco will extend AT&T Thanks perks in a pact with Live Nation to give postpaid wireless customers presale access to tickets to select concerts before they’re available to the general public.