Movie theaters are no longer just for watching stories: they are becoming portals for live entertainment. In a pivot toward live music entertainment, AMC is launching a real-time interactive concert experience at 300 of its locations.
Unlike static concert films of the past, new technology allows performers on a remote stage to see, hear and respond to the theater audience, effectively turning your local theater into a stadium.
Pop stars Bebe Rexha, Paris Hilton, Kim Petras and Maren Morris are the first headliners of the concert series hitting AMC screens in June. The program moves away from pre-recorded content and opts for live broadcasts that allow artists to perform before a national theater audience in real time.
The movie theater chain has partnered with live entertainment company Arena One to bring this technology to 89 markets nationwide.
“This is a highly immersive community experience, combining the energy of a live concert with the scale, convenience, accessibility and affordability unique to AMC,” said Adam Aron, CEO of AMC Entertainment, during an earnings conference call Tuesday afternoon.
These one-night-only live events are meant to simulate the look and feel of going to a concert in person, without the often expensive ticket fee. According to AMC, prices for these tickets will range between $40 and $75, depending on the artist and the market.
“The next chapter of live shows isn't about proximity to big venues, it's about creating a visceral, intimate and affordable live connection between artists and fans no matter where they are,” Rohit Kapoor, founder of Arena One, said in a statement.
“Arena One offers artists a new native cinema canvas to create live performances, while amplifying the raw energy and shared fandom that makes live shows unforgettable.”
Music has been a hot topic for movie theaters lately, as the industry continues to navigate turbulent waters amid hopes for a lasting post-pandemic recovery.
Between box office-topping biopics like “Michael,” documentaries like “EPiC: Elvis Presley in Concert” and concert films like Billie Eilish’s upcoming “Hit Me Hard and Soft: The Tour,” music-based films consistently attract sizable and enthusiastic theatrical audiences.
Aron, CEO of AMC, added: “We believe this innovation can open an entirely new chapter in live entertainment while driving increased attendance and revenue across our circuit.”
