AMC publicizes Apatow film
Nov. 16, 2012-AMC Theatres is mounting a movie publicity event connected with This Is 40, which ties into the circuit’s moviegoer loyalty program and creates an opportunity for a pre-release test screening. AMC is hosting a question-and-answer session Nov. 28 with the film’s director Judd Apatow at its AMC NorthPark 15 in Dallas.
Members of AMC Stubs—which is the circuit’s loyalty program—are given tickets to see This Is 40 for a by-invitation-only screening prior to the R-rated comedy's Dec. 21 premiere nationally. Immediately after the screening, moviegoers get to quiz Apatow, who will be in attendance for the QandA.
This type of publicity event is usually the sole province of distributors (in this case Universal Pictures is distributing This Is 40), but AMC is leveraging its network of 332 theater locations with 4,804 screens to create "events" that bolster its prestige. Its AMC Stubs program gives rewards to spur loyalty and provides data on moviegoers habits.
Apatow has a knack for making racy R-rated films that are hits such as Knocked Up and The 40-Year Old Virgin, and is something of a brand name in the R-rated comedy genre.
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