Film News Roundup: AMC Theatres Launching Artisan Films for Non-Blockbusters

  • Variety
In today’s film news roundup, AMC starts Artisan Films, Gravitas buys “Boy Genius,” Nesta Cooper gets cast opposite Salma Hayek and Rebel Road launches P12 as a distributor.

Marketing Move

AMC Theatres is launching a new program, AMC Artisan Films, as a programming-marketing effort to put a spotlight on character and narrative driven movies as an alternative to blockbusters.

“Because AMC is the industry’s top choice for blockbuster movies, many consumers don’t realize that we play more elevated and celebrated films than anyone else in North America,” said Elizabeth Frank, executive vice president of worldwide programming. “With the launch of AMC Artisan Films, we aim to expose more movie-goers to specialized films and increase their theatrical success.”

Frank said AMC is seeking earlier runs in platform releases while holding films longer in the theater to give audiences time to learn about them from other customers.

The idea
See full article at Variety »

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