In an age when tentpoles are dominating the box office, AMC Theatres is launching a programming and marketing initiative to highlight character and narrative driven films.
“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, AMC exec vp of worldwide programming and chief content officer, AMC Theatres.
“With the launch of AMC Artisan Films, we aim to expose more movie-goers to specialized films and increase their theatrical success. And we plan to increase consumer access to these special films by seeking earlier runs in platform releases and holding longer in theater to give audiences time to learn about them from other passionate guests," Frank continued.
The idea for AMC Artisan arose from a meeting between Frank, AMC chief Adam Aron and key members of the DGA. Director Jon Avent stressed how vital it is to promote small and mid-side films, regardless of whether they are being released by studios or indie distributors.
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