Five weeks ago, CEO Adam Aron announced his company would no longer show films from Universal after that company’s chairman Jeff Shell announced initial strong results for its premium VOD release, “Trolls World Tour.” Now, in making a required earnings statement for the first quarter of 2020, the company said that it questions its own ability to survive.
That sounds dire. However, even if the world’s largest exhibitor is no longer a going concern, that doesn’t necessarily mean that the platform — movie theaters — will follow suit. And there’s another level to this doom and gloom: AMC’s messaging strategy.
AMC is long established as the most vulnerable theater chain. After it announced a complete furlough of all employees, including executives, in March, bankruptcy rumors soon followed. The message conveyed: If you want