The battle for supremacy and the race for customers in the wireless industry has inched a notch higher, with AT&T Inc. (NYSE:T) having unveiled another of its own rewards program. In a bid to fend off competition from fierce rival T-Mobile US Inc (NASDAQ:TMUS), the second largest wireless company has kicked off its program by offering free movie tickets.

AT&T Thanks Program

Dubbed AT&T Thanks, the brand new customer rewards program will see eligible customers receive an extra movie ticket every week. The carrier also plans to give its subscribers an opportunity to get Live Nation concert tickets before they go on sale to the public, later in the fall.

The offer, however, comes with some caveats. For instance, one has to be a postpaid subscriber to gain access to the extra movie ticket offer. The extra movie tickets are also only good for 2D movies in theaters run by AMC and Regal Entertainment group.

AT&T is also planning to add other extra private offers to the Thanks Program, which could involve things like device, and accessory perks. Data giveaways could also come into play going forward. However, the carrier still has a long way to go if it is to catch up with what T-Mobile is offering its subscribers.

AT&T-T-Mobile Tussle

T-Mobile through its reward program currently offers stock in the company, free in-flight Wi-Fi as well as text messaging and Gogo-enabled flights. The program also includes Vudu movie credits.

AT&T is hoping to beat its rival on the benefits front by avoiding glitches. T-Mobile’s month old Freebies program suffered downtime in its first weeks. The same forced the carrier to replace one weekly reward with Domino’s Pizza, Inc. (NYSE:DPZ) and a $15 credit for ride-sharing app Lyft.

Unlike T-Mobile, AT&T does not require subscribers to obtain benefits through a smartphone app. By visiting the company’s website, the carrier says subscribers will be able to validate their number for rewards and be directed to the movie tickets reward site.