August 3, 2020
AMC Theatres CEO Adam Aron made waves a few years ago when he said the nation’s largest exhibitor would begin renting movies online, including physical discs in theaters.
Since then not much has evolved in the marketing ploy — until now. With the coronavirus pandemic shuttering the exhibition business since mid-March, AMC has jumpstarted its on-demand movie platform, offering studio 48-hour rental titles from $2.99, and purchases from $11.99 — on par with other digital platforms, including Redbox, iTunes, Google Play, FandangoNow and Amazon.
“Our theater business is mature,” Aron said in an interview. “There is a high-growth opportunity in this digital expansion.”
The chain, which has more than 2,000 movies, has begun a “top rentals” list giving consumers a selection of what AMC says are the most-popular titles, such as Bloodshot, Bad Boys for Life, The Invisible Man, The Meg, 21 Bridges, The Hunt and The Last Full Measure, among others.
“For us, it’s all upside,” Ron Sanders, president of worldwide distribution and home entertainment at Warner Bros., told The New York Times in 2019. “Most of our other big digital partners are focused on multiple categories — music, books. The great thing about AMC is that movies are the whole focus.”