Executives at AMC Theaters are so confident consumers will enjoy the latest Russell Crowe’s flick, Cinderella Man, the theater chain is offering moviegoers a money-back guarantee if they don’t like what they see.
In a new spin on promotion, AMC Theaters is offering viewers in 30 markets refunds “on the spot” the day of the show if they don’t enjoy the Universal Studios film. The offer is available in about 150 AMC theaters nationwide. AMC expanded the offer to another seven theaters in Canada on Friday. Moviegoers must show their ticket stub to qualify for the refund.
AMC published the promotion in a number of major newspapers, including The New York Times and on online movie ticket sites. The ad reads, “AMC believes Cinderella Man is one of the finest motion pictures of the year! We believe so strongly that you’ll enjoy Cinderella Man we’re offering a Money Back Guarantee.”
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| AMC Theaters is giving refunds to consumers who don’t like Cinderella Man |
Despite the film receiving good reviews, consumers haven’t had the same reaction at the box office. Since the end of June, Cinderella Man has brought in $50.9 million. The film hit theaters nationwide on June 3. The Ron Howard movie cost $88 million to produce.
But since the promotion launched last week, box office revenue increased over a one-day period from last Wednesday to Thursday by 8%, AMC spokesperson Pam Blasé said Friday.
“We just wanted to stimulate interest in the movie,” Blasé said. “It’s kind of unprecedented. Out executives took interested in it. They think it’s phenomenal. It’s just not getting the moviegoers it should.”
As of Friday, 50 customers requested a refund since the promotion launched, Blasé said. The promotion will continue as long as the film remains at AMC theaters, she said.
This marks the first time AMC Theaters has extended the money-back guarantee nationwide. The theater chain offered a similar promotion in 1988 in limited markets for Mystic Pizza starring Julia Roberts, Blasé said.
Jumping on the bandwagon, Cinemark, Inc. offered a money-back offer over the weekend in 25 markets that don’t compete with AMC Theaters. The offer ran in markets including Colorado Springs, CO, and Louisville, KY. The theater-chain offered the promotion to give the film another chance at winning moviegoers’ attention, said Cinemark spokesperson Terrell Falk.
“It just has not found an audience because it has been released in the summertime,” Falk said. “This is another way for audience to see that picture.”
Cinderella Manstars Russell Crowe and Renée Zellweger in the biography of James J. Braddock, a light heavyweight boxer forced into retirement after a string of losses. To make ends meet, Braddock works at a string of dead end jobs to support his family, but soon finds himself back in the ring.
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