“Many of our investors have demonstrated support and confidence in AMC. We intend to communicate often with these investors, and from time to time provide them with special benefits at our theatres,” Adam Aron, AMC’s CEO, said in a statement. “We start with a free large popcorn on us when they attend their first movie at an AMC theatre this summer.”
Other promotions include special discounts and screening invites for retail backers.
The theater chain is trying to get back to normal after a brutal year for the industry. The coronavirus pandemic hit theaters especially hard leading to cineplexes being shut down and delaying big movie releases. However, AMC has had a reversal of fortunes of late thanks in large part to Reddit’s army of investors.
But the turnaround is also getting a boost from movies — as well as audiences — returning to theaters over the last few months, punctuated by last weekend’s big box office numbers.
But not everyone was cheering the hot start to the summer movie season.