I am no longer an avid movie goer with the increasing costs associated with it. However my wife and I recently went to a local AMC theater to watch a new movie. When we purchased our tickets they asked if we had our "Stubs Card". We informed them that we did not have one. Then we made it to the concession counter. While I do know that the price of the product is extremely high, I also know that this is the only way a movie theater makes money since the ticket prices pretty much go to the production companies. The counter person again asked us if we had out "Stubs Card" and we replied again that we did not have one. The then asked if we wanted one and told us that we could save as much as $5 right then and there based on what we ordered, so I said sure and provided the information needed. The charge came close to $30 and just thinking that the prices are normally high I did not think anything of it until later. It was not until I got home and looked up the program that I realized there was a $12 annual charge for it. So rather than "saving" $5 it actually cost me an additional $7. Has the counter person stated there was a charge for the program I would have declined. Had it been advertised other than in the fine print, I would have declined. My belief is that AMC counts on people not looking at this and assuming that for the privilige of tracking your spending and preferences they would offer a true rewards program rather than actually charging you to allow them to track your movie going experiences. I do not go to the movies but once or twice a year so this "loyalty" or "Rewards" program is completely worthless to me.