if you go back to 1995, the movie theater industry hadtotal.f $5.3 billion today, those numbers have doubled. there is an irony. in order to compete with your home set up, in order to get you out of your house and into a theater, amc has to make its theaters more like your home. >> amc is also offering shares in the ipo to members of its loyalty club. julie hyman says that's pretty rare. >> this is not something that happens very often if ever. what they are getting access to his to buying and selling $100- $2500 worth of shares in the initial public offering. amc is setting aside 1.25% there are 2.5 million people in this amc loyalty club. just because you go to the movies, how do we know you're an equity investor? you're not but you have the opportunity. they are not telling you how to invest but they say you can do it if you want. it is a well-known consumer brand and you can buy into it. you get your $12 per year to get him member -- to get to be a member of the movie club. >> sounds like a good deal and the industry will need more good dea