AT&T on Thursday launched a new customer appreciation program that “thanks” customers for their loyalty with a variety of entertainment-focused rewards.

Starting June 30, AT&T will kick off “Ticket Twosdays,” which will offer consumers a free second movie ticket when they buy one at full price for a Tuesday showing. The offer will only be available to AT&T’s postpaid wireless customers and will be limited to one coupon per wireless account per week.

The carrier said it will also customers priority pre-sale access to concerts via Live Nation as well as offers for movies and sporting events on DirecTV. AT&T will also offer customers surprise benefits in the form of live entertainment, device and accessory perks and data giveaways, the carrier said.

Though the “Thanks” initially include entertainment offers, AT&T CMO David Christopher said the program will “build over time.”

“Great service goes beyond the day to day relationship we have with our customers – it also includes ways to say thank you – we appreciate you,” AT&T CMO David Christopher said. “The relationship we have with our customers will get better and better with exciting ways for us to show our appreciation.”

The push toward entertainment options comes as AT&T looks to highlight its own integrated video options following its acquisition of DirecTV.

The turn toward customer appreciation also comes as AT&T looks to improve upon first quarter results that saw it lose 363,000 postpaid phone subscribers.

But “thanks” isn’t AT&T’s only customer rewards program.

The carrier last year joined Plenti, a loyalty program offered by other major brands including Exxon, Mobil, Rite Aid, Macy’s, Hulu and Enterprise that allows customer to earn points and redeem them to make purchases.