AMC Theatres Launches Program to Make Sure Franchises Don't Kill Smaller Movies
Movie theaters can’t survive on superhero blockbusters alone, and that’s a problem for a cinema industry in which big-budget Hollywood franchises are increasingly squeezing out smaller movies.
AMC Theatres, the world’s largest exhibitor, is trying to do something about that.
The Leawood, Kan.-based company is spotlighting a select set of “character- and narrative-driven movies” through a new marketing and programming initiative in some of its U.S. theaters, AMC said Thursday.
The program, dubbed AMC Artisan Films, will seek to boost certain movies that might have trouble gaining traction as moviegoers increasingly choose well-known brands, such as Marvel Studios and Pixar, over midbudget dramas, comedies and quirky independent fare. The dominance of movies such as “Avengers: Endgame” has made it tough for critically acclaimed pictures such as “Booksmart” and “Late Night” to get oxygen at the local multiplex, according to box office analysts.
[To read the full article via LA Times click HERE]