AMC Theatres unveils $20-a-month rival to MoviePass

NEW YORK — AMC Theatres, the world’s largest movie theatre chain, has unveiled a $20-a-month subscription service to rival the flagging MoviePass.

The theatre chain on Wednesday announced a new service to its loyalty program, AMC Stubs, allowing subscribers to see up to three movies a week for a monthly fee of $19.95. That’s more expensive than the $9.95 monthly fee for MoviePass, but AMC’s plan gives access to premium format screenings like IMAX and 3-D.

The new subscription model is the latest salvo — and first major one from a top theatre chain — in a heated battle for what the movie business most craves: frequent moviegoers.

AMC Theatres chief executive Adam Aron pointedly said in a statement that AMC’s program is at a “sustainable price.” Since MoviePass slashed its monthly fee, questions have mounted over the long-term viability of its economic model.