Don't Back Down

When I was a kid, my dad worked in the airline industry, which meant that we were able to fly for free with some frequency - in reality it meant that at least once a year we flew back to the East Coast (where I now live) to visit family. It also meant that I was one of the early birds when it came to having a frequent flyer number. I think the first was probably in the Delta Sky Miles program. This was so long ago that I actually have a place on my statement where I have miles from the original program that won't expire (not a lot of miles, but miles nonetheless).

These days, it seems like everyone has an affiliation program of some sort. Airlines have had them for years (probably decades), and car rental companies have them, though they usually just award airline miles. Hotels give you airline miles or points towards free stays (some even give you both). One of the more recent entrants into this arena is for frequent movie goers. Some of you might realize that I watch movies, so this holds some interest to me, even if I don't always go to the movies to see them. So which is better - AMC's MovieWatcher or Regal's Crown Club? Let's try to find out!

The first thing I notice, right off the bat, is that AMC has completely embraced the MovieWatcher brand, as the MovieWatcher site is actually where you go to find showtimes (there is an AMC site as well, but it's not as heavily promoted, and it directs you to MovieWatcher for showtimes). Meanwhile, Regal does have a small button to take you to the Crown Club section of their site, but, well, it doesn't work. I clicked the button several minutes ago, and it's still trying to find something to display. Even if it doesn't really mean anything to you and me, it's not a terribly good start for Regal.

Luckily for Regal, they do pick it up by offering Free Popcorn Tuesdays - or so their flyer says - all you have to do is be a member of the club and come see a movie on Tuesday. Since the local bargain theater offers dollar movies on Tuesdays, you have to imagine that Tuesday is the lowest movie-viewing day of the week, and free popcorn is a good way to get people in the door. Of course, you know they are going to get you because with popcorn, you need a drink, but something free is better than nothing.

So what about the programs themselves? Each has an online component, where you can login to check the status, keep track of movies and the like - but chances are probably slim that you'll use this (or at least, it was slim that we used it). If your movie-going habits are anything like ours, you just want to know what you get out of it. For that, check the rewards schedules themselves: Crown Club Rewards and MovieWatcher Rewards.

The Crown Club uses a dollars-to-credits system, where you get one credit for each dollar spent on movie admission. Simple enough. Once you get 40 credits, you get a free popcorn, and 80 credits gets you a drink. With a regular price ticket of $9.25, you'll get a free popcorn for your fifth movie, and a free drink for your ninth movie. And don't forget about those Tuesdays. You can also earn Star Status after 120 credits (just 13 movies!), when you start earning things like free tickets. Plus you get two additional credits at the concession stand once you hit the Star Status level.

Unfortunately, the Crown Club has a severe limitation, whereby each card is restricted to 12 box office credits per card, per day. In other words, if you want to take a family of four, you're only getting credit for one at the regular time. Everyone needs their own card. So guys, don't try and take a date and use your card. Not only will you look cheap, you won't be able to get full credit for it! The MovieWatcher, however, has limitations, but they aren't dollar-based (the Crown Club may have to revise their ruling - a single admission may push you over the limit before long).

You get 2 points for each admission, with a maximum of 4 points per visit. In other words, if you visit three times in a single day, you should have no problem collecting a total of 12 points - as long as they are each separate visits. Plus, AMC has the ultra-cool AMCinema program, so if you catch a movie before noon on Friday, Saturday, Sunday or holidays, you get in for a discounted price (generally $4, but it depends on the market). As an added bonus, these are often very lightly-attended, so you don't have to deal with long lines!

As to the rewards - I'm sure it depends, but at the AMC locations in Charlotte, you can buy tickets with a credit card, and while you're there, swipe your MovieWatcher card too. When the tickets print out, you'll get some sort of coupon for the concession stand (usually $0.50 off popcorn or something). If you're due for a reward, you get that instead. At 10 points, you get a popcorn, 20 gets you a free drink. 30 points gets you a free ticket or a free popcorn and a drink. Then this repeats. At 100 points, you get a free Night at the Movies, which is a free ticket, popcorn and drink.

All in all, for ease of use, simplicity of system, and maximum reward redemption, the AMC MovieWatcher has the Regal Crown Club beat hands-down. Throw in the fact that the theaters are typically nicer and they have movies that are usually half-price (if you use AMCinema), and it's the clear winner. Of course, you could also go to the cheaper theater for second-run movies and pay even less than that, even if you choose to get popcorn. But they don't have an affiliate program. So I couldn't really include them here.

What is your opinion?