For Moviegoers Seeking out an “Extra Large” Screen at the Movies, AMC Theatres® Unveils XL at AMC

Rhea-AI Summary

AMC Theatres has announced the launch of XL at AMC, a new initiative to highlight their extra-large screen experiences. Following successful testing at 68 ODEON Cinemas in Europe, AMC plans to roll out XL screens in 50-100 U.S. locations by the end of 2025, eventually expanding to 200-250 locations. XL at AMC will feature screens at least 40 feet wide with 4K laser projection, branded entries, and clear online showtime designations. The initiative aims to meet increasing demand for larger screens and provide more programming flexibility for multiple blockbusters in theatres with Premium Large Format screens.

Positive

• Expansion of premium offering with XL screens in 50-100 locations by 2025
• Successful pilot testing in 68 European locations with positive customer feedback
• Enhanced programming flexibility for multiple blockbuster screenings
• Long-term growth potential with planned expansion to 200-250 U.S. locations

Negative

• Significant capital investment required for implementation
• Extended timeline for full rollout (starting 2025)

Insights

Market Research Analyst

The launch of XL at AMC represents a strategic move to capitalize on the growing consumer preference for premium viewing experiences. Following successful testing in Europe with positive feedback, this initiative targets a significant market opportunity. With plans for 200-250 U.S. locations long-term and 50-100 locations by 2025, AMC is creating a new revenue stream between standard screens and PLF offerings.

The standardization of "extra-large" screens with 4K laser projection and clear branding addresses a market gap, potentially driving higher ticket prices and increased attendance. The successful European pilot suggests strong consumer demand, while the programming flexibility for multiple blockbusters could optimize revenue during peak periods. This strategic expansion could help AMC maintain its competitive edge in the theatrical exhibition space.

XL at AMC is the ultimate convenience for guests looking to see their movies on the biggest screens, with pristine 4K laser presentation

Set to begin rolling out in the United States in early 2025, XL at AMC auditoriums will feature a screen at least 40 feet wide, 4K laser projection, a branded entry, and an online showtime designation, making the XL at AMC auditorium easy for guests to identify

AMC is unveiling XL at AMC in 50 to 100 U.S. locations over the next year

LEAWOOD, Kan.--(BUSINESS WIRE)-- AMC Theatres® (NYSE:AMC), the largest theatrical exhibitor in the United States and in the world, today announced XL at AMC, a new “XLF” initiative that will make it easier than ever for guests to find the “extra-large” screen – with stunning 4K laser projection – at their AMC.

Over the past year, AMC piloted and tested the XL concept at 68 of its ODEON Cinemas throughout Europe. Guest reaction was quite positive, encouraging AMC to bring this initiative across the Atlantic to the United States.

XL at AMC in the United States will be offered in auditoriums where the screen is at least 40-feet wide. All XL at AMC auditoriums will feature 4K laser projection on the biggest non-PLF screen in the building. Every XL at AMC auditorium will receive a branded entry, and easy-to-identify branding on the AMC website and mobile app.

Moviegoers can expect to see the biggest blockbusters on XL at AMC screens, in 2D and 3D formats. This XL at AMC experience will also allow AMC more programming flexibility when multiple blockbusters are playing in theatres that also contain a PLF.

AMC Chairman and CEO Adam Aron commented:
“During the last decade, we’ve seen an increasing number of moviegoers actively seek out the largest screens AMC has to offer when purchasing tickets. Through XL at AMC, not only do guests get to enjoy the magic of 4K laser projection on a huge screen, we’ve also made identifying these extra-large screens even more convenient for guests.”

AMC expects to begin rolling out XL at AMC auditoriums in early 2025 and anticipates 50 to 100 locations to be complete by the end of next year. Over time, the Company expects XL at AMC to be available in 200 to 250 U.S. locations.

About AMC Entertainment Holdings, Inc.

AMC is the largest movie exhibition company in the United States, the largest in Europe and the largest throughout the world with approximately 900 theatres and 10,000 screens across the globe. AMC has propelled innovation in the exhibition industry by: deploying its Signature power-recliner seats; delivering enhanced food and beverage choices; generating greater guest engagement through its loyalty and subscription programs, website, and mobile apps; offering premium large format experiences and playing a wide variety of content including the latest Hollywood releases and independent programming. In addition, in 2023 AMC launched AMC Theatres Distribution with the highly successful releases of TAYLOR SWIFT | THE ERAS TOUR and RENAISSANCE: A FILM BY BEYONCÉ. AMC Theatres Distribution expects to release more concert films with the world’s leading musical artists in the years ahead. For more information, visit www.amctheatres.com.

Category: Company Release

View source version on businesswire.com: https://www.businesswire.com/news/home/20241107706906/en/

MEDIA CONTACT

Ryan Noonan, (913) 213-2183

rnoonan@amctheatres.com

Source: AMC Entertainment Holdings, Inc.

FAQ

What is the minimum screen size for XL at AMC theatres?

XL at AMC theatres will feature screens that are at least 40 feet wide.

When will AMC (NYSE:AMC) start rolling out XL screens in the United States?

AMC will begin rolling out XL screens in early 2025.

How many XL screens does AMC plan to install initially?

AMC plans to install XL screens in 50 to 100 U.S. locations by the end of 2025.

What technology will AMC's XL screens use for projection?

XL at AMC screens will use 4K laser projection technology.