AMC Entertainment Holdings, Inc. AMC is strengthening its relationship with moviegoers through the AMC Stubs loyalty program. A large loyalty base gives the company direct access to customer preferences and viewing behavior. This relationship can help AMC better understand its guests and create more targeted ways to encourage repeat visits.
More than 40 million U.S. households have participated in AMC Stubs, highlighting the scale of the program. The platform also has a meaningful presence among AMC’s active customer base, with Stubs members representing more than 50% of total U.S. guest count in the second quarter of 2026. This gives the company a broad pool of customers with whom it can maintain an ongoing relationship.
The program also gives AMC a better understanding of customer preferences, including the genres and titles that guests watch at its theaters. This allows the company to make its loyalty efforts more relevant and targeted. AMC uses these insights to reward patronage and encourage guests to visit its theaters for movies that match their interests.
The scale of Stubs also gives AMC a significant customer engagement platform. With more than half of U.S. guest traffic coming from members, the program is already closely linked to a large portion of the company’s domestic audience. Combining loyalty data with customer preferences can help AMC make the marketing and engagement efforts more targeted and strengthen its relationship with moviegoers.
Going forward, the effectiveness of the loyalty strategy will depend on how well AMC converts its large Stubs base and customer insights into repeat visits. A broader and more engaged loyalty relationship can provide the company with another avenue to support customer retention and encourage more frequent theater visits.
AMC Entertainment’s Price Performance, Valuation & Estimates
AMC’s shares have surged 118% over the past six months, while the industry gained 3.4%. Over the same period, AMC Entertainment has outperformed industry players like Cinemark Holdings, Inc. CNK and The Marcus Corporation MCS.
AMC’s Price Performance
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From a valuation standpoint, AMC Entertainment stock trades at a forward price-to-sales (P/S) multiple of 0.44, below the industry’s average of 2.56. Cinemark and Marcus have P/S ratios of 1.14 and 0.99, respectively.
AMC Entertainment’s P/S Ratio (Forward 12-Month) vs. Industry
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The Zacks Consensus Estimate for AMC’s 2026 loss per share of 22 cents indicates a 77.1% year-over-year improvement from a loss of 96 cents. Conversely, industry players like Cinemark and Marcus are likely to witness 2026 earnings growth of 141.4% and 652.9%, respectively.
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AMC’s Zacks Rank
AMC Entertainment currently carries a Zacks Rank #2 (Buy). You can see the complete list of today’s Zacks #1 Rank (Strong Buy) stocks here.
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This article originally published on Zacks Investment Research (zacks.com).