AMC Theatres introduces “AMC Artisan Films” as an alternative to blockbusters

AMC Theatres is launching a new programming-marketing strategy called “AMC Artisan Films” to draw attention to more character- and narrative-focused features as opposed to blockbusters, according to Variety. Elizabeth Frank, the company’s executive vice president of worldwide programming, says not only is AMC known in the industry for distributing blockbusters, they also carry more artist-driven titles than any North American competitor. In an effort to boost the success of these lesser-known movies, AMC Artisan Films is seeking earlier runs from platform releases, as well as playing them longer in the theater in the hope that there will be enough time for positive word-of-mouth to reach audiences.