Oftentimes, the more you recommend a movie, the less someone wants to see it, and if multiple people are talking about it, these movies are deemed as "overhyped." 

But if someone pays to watch a movie, they're going to stay and watch it (unless it's reallyyyyy bad).

So why doesn't AMC offer a discounted viewing of a mystery choice? Allowing viewers to watch the current overhyped, controversial, or independent films everyone's talking about whether they like it or not.