This Week on the Boxoffice Podcast: What Went Wrong with In the Heights?

This week on the Boxoffice Podcast, a full house of hosts—Daniel Loria, Shawn Robbins, Rebecca Pahle, Russ Fischer—break down the disappointing debut of In the Heights: Is it a strike against Warner Bros.’ day-and-date release strategy, or was sub-par marketing at play? Further, as we approach the halfway point of 2021, the co-hosts share their lessons from the first half of the year and the upcoming 2021 releases they’re most looking forward to. Boxoffice Pro Chief Analyst Shawn Robbins also shares his thoughts on whether a $5 billion domestic box office in 2021—called out by AMC CEO Adam Aron as a key benchmark by which to establish theatrical recovery—is likely or even realistic.

Listen to The Full Episode:

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In the Heights‘ Marketing Not Penetrating Spanish-Language Media

In a title where we have a very diverse cast, we didn’t see too many stars or the director show up and put in the time to do Spanish language U.S. media on [Univision and Telemundo]…. And I’m specifically talking about folks like director Jon Chu, like star Anthony Ramos, that went on every English language outlet I can imagine and said how this is a great opportunity for Latin American representation, but somehow couldn’t find the time to show up to these two Spanish-language networks to promote the title. Lin Manuel Miranda carried all media appearances in Spanish on his back. We just didn’t see the same commitment from other folks when it came to marketing it in the community.

Whether a $5B Domestic Gross Is Achievable in 2021

We’re currently around $800 million. By the end of this month, that should be peeking over $900 million, give or take a little bit. … This could be a protracted process. It’s really tough to say. I think $5 billion is achievable. I wouldn’t say that we should really commit to that being an expectation yet with our own internal forecast… Maybe it’s being too conservative, but I think something like $4 billion is is more realistic, even once we get into that busier timeframe, because there’s just no telling how some of these movies might perform.

Lessons Learned in the First Half of 2021

The recovery of the cinema is directly tied to the progress of the vaccination effort, not only here in the United States, but around the world. These big studio tentpoles rely incredibly on the performance of overseas markets. And if Europe is lagging behind, well, those movies aren’t going to be as willing to jump the gun and fight to get in a little bit earlier, even if the U.S. is progressing on a positive level. Same thing with Latin America; Disney performs very, very well in Latin America. It’s a region where vaccine progress is really lagging behind. So for me, the conversation about box office really has a big asterisk until the conversation around the vaccine can get a little bit better defined. And unfortunately, even though things in the U.S. are improving, we’re still far behind around the world.

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AMC Theatres Announces First-Ever Juneteenth Series, Featuring Do the Right Thing, Love & Basketball, Moonlight, and More

AMC Theatres has announced their first-ever Juneteenth series, titled “AMC Black Picture Showcase Celebrating Juneteenth,” to be held at select theaters from Friday, June 18 through Thursday, June 24.

The series features seven films separated into three categories—”Black Changemakers,” “Black Cinema,” and “Black Joy”—with tickets set at $5 apiece (plus tax). The films, listed in full below along with participating theaters, will also be available as part of AMC’s Private Theatre Rental program, starting at $99 for an auditorium of up to 20 guests. The series marks AMC’s first series organized around Juneteenth, a holiday celebrating the emancipation of enslaved peoples in the United States.

 “This is a proud and historic moment for AMC, that could not have happened without the influence of our African American associates who used their voices to underscore the importance of honoring Juneteenth as a bedrock of American history,” said Adam Aron, CEO and president of AMC Theatres, “This opportunity is a celebration of the impact and accomplishments of African Americans in cinema. It is nothing less than a privilege for AMC to showcase their extraordinary talent.” 

Black Changemakers

Do the Right Thing—June 18

Harriet—June 18, 23

Black Cinema

The Water Man—June 19

Fences—June 19, 21

Moonlight—June 19, 24

Black Joy

Barbershop: The Next Cut—June 20

Love & Basketball—June 20, 22

---

Participating Theaters:

Albany, GA 

AMC Albany 16 

Atlanta, GA 

AMC Southlake Pavilion 24 

AMC Colonial 18 

AMC Sugarloaf Mills 18 

AMC Conyers Crossing 16 

AMC North Dekalb Mall 16 

AMC Parkway Pointe 15 

AMC Riverstone 15 

AMC Camp Creek 14 

Austin, TX 

AMC Barton Creek 14 

Baltimore, MD 

AMC Owings Mills 17 

AMC White Marsh 16 

Baton Rouge, LA 

AMC Baton Rouge 16 

AMC Mall Of Louisiana 15 

Billings, MT 

AMC Shiloh 14 

Birmingham, AL 

AMC Lee Branch 15 

AMC Patton Creek 15 

AMC Summit 16 

Boston, MA 

AMC Boston Common 19 

AMC Liberty Tree Mall 20 

AMC Methuen 20 

Charlotte, NC 

AMC Carolina Pavilion 22 

AMC Concord Mills 24 

AMC Hickory 15 

AMC Northlake Mall 14 

Chattanooga, TN 

AMC Chattanooga 18 

AMC Northgate 14 

Chicago, IL 

AMC Cicero 14 

AMC Crestwood 18 

AMC Ford City 14 

AMC Galewood 14 

AMC River East 21 

AMC Schererville 16 

AMC South Barrington 24 

AMC Streets Of Woodfield 20 

AMC Village Crossing 18 

AMC Yorktown 18 

Cincinnati, OH 

AMC Newport On The Levee 20 

AMC West Chester 18 

Cleveland, OH 

AMC Solon 16 

Columbia, SC 

AMC Dutch Square 14 

AMC Harbison 14 

Columbus, GA 

AMC Tiger 13 

AMC Columbus 15 

Columbus, OH 

AMC Dublin Village 18 

AMC Easton Town Center 30 

AMC Grove City 14 

Corpus Christi, TX 

AMC Corpus 16 

Dallas, TX 

AMC Burleson 14 

AMC Firewheel Town Center 18 

AMC Grapevine Mills 30 

AMC Irving Mall 14 

AMC Lake Worth 14 

AMC Mesquite 30 

AMC NorthPark 15 

AMC Parks @ Arlington 18 

AMC Stonebriar Mall 24 

Denver, CO 

AMC Highlands Ranch 24 

AMC Westminster Promenade 24 

AMC Arapahoe Crossing 16 

AMC Southlands 16 

Des Moines, IA 

AMC Johnston 16 

Detroit, MI 

AMC Fairlane 21 

AMC Forum 30 

AMC Gratiot 15 

AMC Great Lakes 25 

AMC John R 15 

AMC Livonia 20 

El Paso, TX 

AMC El Paso 16 

Evansville, IN 

AMC Evansville 16 

Ft. Myers, FL 

AMC Merchants Crossing 16 

Ft. Smith, AR 

AMC Fort Smith 14 

Ft. Wayne, IN 

AMC Fort Wayne 20 

AMC Jefferson Point 18 

Grand Rapids, MI 

AMC Grand Rapids 18 

Greensboro, NC 

AMC Greensboro 18 

Greenville, NC 

AMC Jacksonville 16 

Harlingen, TX 

AMC Edinburg 18 

Hartford, CT 

AMC Plainville 20 

Houston, TX 

AMC Brazos 14 

AMC Deerbrook 24 

AMC First Colony 24 

AMC Fountains 18 

AMC Gulf Pointe 30 

AMC Katy Mills 20 

AMC Willowbrook 24 

AMC Yorktown 15 

Huntsville, AL 

AMC Valley Bend 18 

Indianapolis, IN 

AMC Indianapolis 17 

AMC Perry Crossing 18 

AMC Washington Sq 12 

Jacksonville, FL 

AMC Orange Park 24 

AMC Regency Jax 24 

Kansas City, MO 

AMC Studio 28 

AMC Barrywoods 24 

AMC Independence 20 

AMC Town Center 20 

AMC Prairiefire 17 

AMC Parkway 14 

Knoxville, TN 

AMC Knoxville 16 

Las Vegas, NV 

AMC Town Square 18 

Los Angeles, CA 

AMC Burbank 16 

AMC Ontario Mills 30 

AMC Orange 30 

AMC Fullerton 20 

AMC Norwalk 20 

AMC Puente Hills 20 

AMC Rolling Hills 20 

AMC Universal CityWalk Hollywood 19 

AMC Del Amo 18 

AMC Covina 17 

AMC Galleria At South Bay 16 

AMC Promenade 16 

AMC Santa Anita 16 

AMC Tyler 16 

Louisville, KY 

AMC Stonybrook 20 

Madison, WI 

AMC Desert Star 15 

Miami, FL 

AMC Pompano Beach 18 

AMC Aventura Mall 24 

AMC Sunset Place 24 

Milwaukee, WI 

AMC Mayfair 18 

Minneapolis, MN 

AMC Eden Prairie Mall 18 

AMC Arbor Lakes 16 

AMC Coon Rapids 16 

AMC Inver Grove 16 

AMC Southdale Center 16 

AMC Apple Valley 15 

AMC Rosedale 14 

Mobile, AL 

AMC Pensacola 18 

AMC Mobile 16 

AMC Bayou 15 

AMC Wharf 15 

Montgomery, AL 

AMC Festival Plaza 16 

Nashville, TN 

AMC Murfreesboro 16 

AMC Thoroughbred 20 

New Orleans, LA 

AMC Elmwood Palace 20 

AMC Westbank Palace 16 

New York, NY 

AMC Clifton Commons 16 

AMC Crystal Run 16 

AMC Danbury 16 

AMC Empire 25 

AMC Garden State 16 

AMC Jersey Gardens 20 

AMC Kips Bay 15 

AMC Monmouth Mall 15 

AMC New Brunswick 18 

AMC Palisades 21 

AMC Port Chester 14 

AMC Rockaway 16 

AMC Stony Brook 17 

Norfolk, VA 

AMC Hampton 24 

AMC Lynnhaven 18 

Oklahoma, OK 

AMC Quail Springs Mall 24 

AMC Crossroads Mall 16 

Omaha, NE 

AMC Council Bluffs 17 

Orlando, FL 

AMC Avenue 16 

AMC Altamonte Mall 18 

AMC Disney Springs 24 

Peoria, IL 

AMC Grand Prairie 18 

Philadelphia, PA 

AMC Cherry Hill 24 

AMC Neshaminy 24 

AMC Allentown 16 

AMC Center Valley 16 

AMC Voorhees 16 

AMC Philadelphia Mills 14 

Phoenix, AZ 

AMC Esplanade 14 

AMC Deer Valley 17 

AMC Desert Ridge 18 

AMC Westgate 20 

AMC Ahwatukee 24 

AMC Arizona Center 24 

Pittsburg, PA 

AMC Waterfront 22 

AMC Westmoreland 15 

Portland, OR 

AMC Vancouver Mall 23 

Raleigh, NC 

AMC Durham 15 

AMC Market Fair 15 

AMC Southpoint 17 

Rockford, IL 

AMC Rockford 16 

Sacramento, CA 

AMC Manteca 16 

San Diego, CA 

AMC Palm Promenade 14 

AMC Fashion Valley 18 

AMC Mission Valley 20 

San Francisco, CA 

AMC Eastridge 15 

AMC Bay Street 16 

AMC Metreon 16 

AMC Mercado 20 

Savannah, GA 

AMC Savannah 10 

Seattle, WA 

AMC Alderwood 16 

AMC Southcenter 16 

South Bend, IN 

AMC South Bend 16 

Spokane, WA 

AMC River Park Square 20 

St. Louis, MO 

AMC Chesterfield 14 

Tallahassee, FL 

AMC Tallahassee 20 

Tampa, FL 

AMC Bradenton 20 

AMC Highwoods 20 

AMC Regency-bdn 20 

AMC Woodlands Square 20 

AMC Veterans Expressway 24 

Traverse City, MI 

AMC Cherry Blossom 14 

Tri-Cities, TN 

AMC Johnson City 14 

Tulsa, OK 

AMC Southroads 20 

Tyler, TX 

AMC Tyler 14 

Waco, TX 

AMC Galaxy 16 

Washington, DC 

AMC Hoffman 22 

AMC Mj Capital Center 12 

AMC Potomac Mills 18 

AMC Rio Cinemas 18 

AMC Tysons Corner Center 16 

West Palm Beach, FL 

AMC Port St Lucie 14 

AMC Indian River 24 

Wilmington, NC 

AMC Wilmington 16 

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Paramount Announces A Quiet Place Double Feature for Cinema Week

Paramount has announced a special, one-night-only double feature of A Quiet Place and A Quiet Place Part II, to be held in select theaters on June 23, 2021. The double feature will offer two movies for the price of one ticket and is part of Paramount’s participation in Cinema Week, running June 22-26.

Writer/director John Krasinski (also the star of the first film) will provide a special introduction before the start of the double feature. Last weekend A Quiet Place Part II became the first film to cross the $100 million mark domestically since the beginning of the pandemic.

Tickets for the event are on sale starting today at AQuietPlaceMovie.com, participating theatrical ticketing platforms, and at cinema box offices.

Studios and exhibitors alike are participating in Cinema Week, a week-long event designed to energize moviegoers and eventize the moviegoing experience for fans across the U.S. and Canada. 280 exhibitor partners representing over 28,000 screens are participating; you can find out more on the Cinema Week website.

Says Paramount Pictures President of Domestic Distribution Chris Aronson: “Moviegoers have turned out in a massive way in support of A Quiet Place Part II, and we are excited to be part of Cinema Week, delivering an immersive, back-to-back cinematic experience, allowing fans to see these two films the way they are meant to be seen, on the big screen.”   

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Alamo On Demand to Host 24-Hour Fast & Furious Saga Watch Party on June 19

Alamo Drafthouse’s video streaming platform Alamo On Demand is partnering with watch party/chat platform Scener for a 24-hour virtual marathon event of the franchise beginning Saturday, June 19 at 1 p.m. EDT/10 a.m. PDT.

Hosted by Alamo On Demand’s Ahbra Perry and Rachel Walker, the “Fast and Furious Forever Marathon” watch party will screen the series’ first eight films, 2019 spinoff Hobbs & Shaw and F9 director Justin Lin’s 2002 film Better Luck Tomorrow, which introduced fan-favorite Fast Saga character Han. The event will additionally feature introductions from Fast Saga “savants,” including writers, podcasters and critics including Jen Yamato, Germain Lussier, Phil Yu and Jeff Yang (They Call Us Bruce), Jordan Crucciola, Sara Benincasa and more. Lastly, pre-show and post-show entertainment including trivia, games, prizes and “a few surprises” will be on offer.

Fast Saga films 1-8 are available for a limited time as a bundle to own for just $48.99 via Alamo On Demand. Alternatively, each film can be rented individually for $3.99. Viewers must rent the additional films, Hobbs & Shaw and Better Luck Tomorrow, as additional titles in order to participate in the full 24-hour marathon.

To take part in the watch party, viewers must download Scener’s Chrome extension from www.scener.com and create an account. Viewers can pop in and out of the watch party as they please, but fans who commit to the full 24-hour experience will be entered to win Fast Saga prizes provided by the franchise’s distributor, Universal Pictures.

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Broadway Live Cinema Festival Reveals Lineup for In-Theater & Post-Screening Performances at AMC’s Times Square Location

Broadway Live Cinema Festival, the new film and live performance event honoring Broadway and movie musicals, has announced the lineup of artists who will perform live at the inaugural event this summer at AMC Empire 25 Theater in Times Square.

The four-week festival, which celebrates the reopening of Broadway theaters this fall, runs from July 15-August 8 and will feature such musical films as Chicago, West Side Story, The Wizard of Oz, Little Shop of Horrors and new release In the Heights. Each of the films will be presented in an immersive fashion, with live in-cinema performances by Broadway talent. After each screening, audiences will be given exclusive access to an outdoor afterparty at Feinstein’s/54 Below at the AMC Rooftop, where Broadway and cabaret acts curated by the venue will perform exclusive sets celebrating films featured at the festival.

The July lineup for Feinstein’s/54 Below at the AMC Rooftop includes:

The Barrio Sings Broadway, featuring Broadway and National Tour cast members of In The Heights and friends, for a night of vocal fireworks on July 15;

The Skivvies: Little Shop of Horrors Edition, with Lauren Molina (Rock of Ages), Nick Cearley (All Shook Up), special guest Tamika Lawrence (Caroline or Change) and more, on July 15;

Zack Zadek & Friends Celebrate In The Heights on July 16;

Sing Happy…And All That Jazz – Queer & Trans Artists Celebrate Kander & Ebb, directed by Max Friedman on July 16;

Christine Pedi Celebrates Chicago on July 17;

SiriusXM “On Broadway” host Julie James shares behind-the-scenes stories about the Broadway titles featured in the festival, on July 17;

Drama Desk nominee Robert Creighton (Frozen, The Mystery of Edwin Drood), in “Robert Creighton: It’s Time To Dream” on July 22;

Chicago star Bianca Marroquin on July 22;

Danny Jonokuchi and The Revisionists Celebrate West Side Story on July 23;

The Legacy of In the Heights: A Latinx Writers Concert Featuring The Work of Jaime Lozano and More on July 23;

Tony nominee Melissa Errico (Amour, My Fair Lady) in The Girl From Oz: Melissa Errico Swings the Yellow Brick Road, featuring the Matt Baker Quintet, on July 24;

Tina: The Tina Turner Musical’s Destinee Rea in The Muse – An Evening Honoring Black Women on July 24;

Tony nominee Brenda Braxton (Smokey Joe’s Café, Chicago) in Act 2, Now What? on July 29;

The Yellow Brick Legacy starring Caroline Bowman (Frozen, Kinky Boots), Austin Colby (Frozen, Jersey Boys), Anastacia McCleskey (Waitress, The Secret Life of Bees) and Daniel Quadrino (Wicked, Newsies), under the direction of Benjamin Rauhala, on July 29;

and Wicked star Julia Murney on July 30.

In August, the Feinstein’s/54 Below at the AMC Rooftop lineup concludes with Jonathan Larson Grant winner Rona Siddiqui & Friends on August 5;

Tony nominee Joe Iconis and Family Salutes Ashman and Menken on August 5;

Drama Desk nominee Amy Spanger Celebrates Chicago with Special Guest Lana Gordon on August 6;

and Jennifer Leigh Warren, Little Shop of Horrors‘ Original Crystal on August 7.

Tickets can now be purchased from $2 at www.broadwaylivecinemafestival.com for In the Heights, Chicago, Little Shop of Horrors, West Side Story and The Wizard of Oz. Ticket buyers can choose the in-theater experience only, or a full package that includes post-show access to Feinstein’s/54 Below at the AMC Rooftop. Check the website for more details on specific screening dates and performance sets.

The in-cinema performances at the festival will be directed by Tony Award nominee Kristin Hanggi (Rock of Ages, Bare) with musical direction by Tony Award winner Jason Michael Webb (Choir Boy). In-cinema entertainment at the In the Heights screenings is provided by R.Evolución Latina, an organization founded by In The Heights original cast member Luis Salgado, with a mission of utilizing the arts to empower the Latino community to discover their full potential through educational and collaborative programming.

Additional confirmed in-cinema performers include Matt Wolpe, L Morgan Lee, Keely Beirne, Danyel Fulton, and Kim Exum, with more to be announced. Each auditorium performance will be choreographed by Broadway talent including Sunny Hitt (The Tempest), Luis Salgado (On Your Feet!, In The Heights), Raja Feather Kelly (A Strange Loop), Josh Rhodes (Bright Star, Rodgers + Hammerstein’s Cinderella) and James Alonzo (Travis Scott, Cardi B).

Meanwhile, the in-theater entertainment will feature production design by Anita La Scala & Rob Bissinger (Magic Mike Live, Big Apple Circus), projection design by Tony Award nominee Lucy Mackinnon (Jagged Little Pill), sound design by Matt Kraus (Kristin Chenoweth: My Love Letter To Broadway, The Tonight Show); lighting design by Drama Desk Award winner Amith Chandrashaker (Boesman and Lena, The Lucky Ones); and casting direction by Stewart/Whitley (Hadestown, Zoey’s Extraordinary Playlist).

Broadway Live Cinema Festival is produced by playwright, director and producer Daniel Wise, Zvi Septimus, and Tony Award winner Jeff Croiter, in association with AMC Theaters. Feinstein’s/54 Below serves as a partner and Rooftop Lounge programmer (curated by Jennifer Ashley Tepper). The Executive Producer is MEP, which also provides General Management.

Following the New York City launch, the Broadway Live Cinema Festival is slated to expand to multiple AMC Theaters across the nation.

Per state mandates and CDC guidelines, masks are not required for fully vaccinated guests. Those who are not fully vaccinated must continue to wear a mask throughout the building, which may be temporarily removed while enjoying food and drinks. If needed, masks can be purchased for just $1.

All auditorium filtration systems have been upgraded to MERV 13 filters. As part of the Clorox Safer Today Alliance, AMC consulted with Clorox on cleaning policies and procedures for the AMC Safe & Clean program.

AMC will monitor federal, state and local guidelines and evolve its policies, procedures and capacity limits accordingly. For more details about safety measures, visit: https://www.broadwaylivecinemafestival.com/safety

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Malco Theatres’ Cinema Week Initiatives Include Perks for Loyalty Club Members, F9 Advance Screenings & More

Malco Theatres is the latest exhibitor to announce it will celebrate the inaugural Cinema Week by offering a host of special screenings, member discounts, giveaways and more.

Designed to encourage moviegoers to return to their local theaters, Cinema Week is slated to take place from June 22-27. Over 300 exhibitors representing over 30,000 screens in the U.S. and Canada will participate in the event, which is supported by the Independent Cinema Alliance, the National Association of Theatre Owners and sponsors including Fandango, Atom Tickets, Coca-Cola, Screenvision Media and more. 

Malco’s Cinema Week initiatives include offering Double Loyalty Points on ticket and concession purchases to its Marquee Rewards loyalty program members from June 21-27, as well as a complimentary Shirley’s Gourmet Popcorn to those who purchase a large popcorn (at participating locations, while supplies last). Various other in-theater giveaways and social media prizing will also be offered.

Additionally, select Malco locations will host special double-feature screenings of A Quiet Place and A Quiet Place Part II on June 23, and advance shows of F9 (including on IMAX & MXT screens) on June 24. A sneak preview of Werewolves Within will also be offered on June 23 at Malco’s Collierville Cinema Grill, Ridgeway Cinema Grill, Grandview Cinema & IMAX and Razorback Cinema Grill & IMAX locations.

Nationally, Malco has also announced an interactive #DitchYourCouch contest that will award Fandango gift cards as well as exclusive movie memorabilia and prize packs supplied by several film studios.

“Movie theaters connect us. They are where stories are shared and discussed in a communal experience,” said Brandon Jones, Executive Chairman of the Founding Committee of Exhibitor and Studio Partners for Cinema Week. “Following such a challenging year, I’m humbled by the enthusiasm and support from our sponsors and partners who want to help us remind audiences that the magic happens when you go to the movies. There’s nostalgia there. It’s where we go for entertainment, and by launching Cinema Week, we want to preserve the culture of going to the movies.”

“With flat screen TVs in most every home, you can now stay home and ‘watch’ movies,” added Jimmy Tashie, Co-Chairman, Malco Theatres. “Seeing a major action movie at home is not the same as viewing one in a true ‘state of the art’ theatre. Modern cinemas offer viewers a ‘cinematic experience’, the kind that immerses the viewer in a high-tech sight and sound journey that can only be experienced in a modern cinema with large screens and multi-track surround sound channels. Filmmakers know the difference and most prefer their art to be enjoyed by audiences in communal settings where the ‘experience’ is shared by all in attendance. No one else delivers emotions quite like the movies. So, you can watch it or experience it. The choice is yours.”

Tickets for June 18-June 24 and F9 are available via www.malco.com and through the Malco app.  Tickets for June 25-July 1 can be purchased starting Tuesday, June 22.

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Cinemark to Celebrate Cinema Week with a Host of Deals, Giveaways, Special Events & More

Cinemark has announced a slew of special deals, giveaways and special events at its theaters across the U.S. during the inaugural Cinema Week, which is slated to take place from June 22-27.

During the six-day celebration, designed to celebrate the country’s return to the movies, Cinemark will extend a range of offers for its customers. That includes discounted screenings of The Fast and the Furious, the 2001 film that kicked off the long-running action franchise which will see its ninth entry, F9, hit theaters on June 25. Tickets for these 20^th anniversary screenings will be offered at a rate of $5 for adults and $3 for children and seniors. The exhibitor will also offer a double feature of A Quiet Place and A Quiet Place Part II on June 23.

Cinemark has additionally announced a partnership with Warner Bros. to give away private watch parties for the studio’s forthcoming title Space Jam: A New Legacy. Customers can visit Cinemark.com/cinemaweek to enter for a chance to win.

Meanwhile, members of Cinemark’s loyalty program, Cinemark Movie Rewards, will enjoy a host of exclusive promotions and upgrades. Beginning today through June 27, members of the program can enter for a chance to win a “Premiere Screening Event,” including a small popcorn and soda for each guest. Additionally, members who visit Cinemark during Cinema Week and purchase a large popcorn and large drink will earn a free immersive XD upgrade on their next visit to a Cinemark location.

Members of Cinemark’s free Movie Fan program can also enter for a chance to win a one-month upgrade to its movie subscription program, Movie Club, which includes a free movie credit, member pricing for movie tickets, waived online fees, 20% off concessions and more. Five hundred Movie Fan members will be upgraded to Movie Club each day of Cinema Week on a first-come basis, amounting to a total of 3,000 free upgrades. To take part in these promotions, moviegoers can visit Cinemark’s website or mobile app.

Finally, in select markets, Cinemark will offer in-theater activations and giveaways, including “insta-worthy” photo backgrounds and a chance to win F9 movie posters. These theaters will also feature double-sided mini posters featuring Disney’s forthcoming summer releases, including Marvel Studios’ Black Widow and Shang-Chi and the Legend of the Ten Rings, 20th Century Studios’ Free Guy and Walt Disney Studios’ Jungle Cruise.

“Cinemark was thrilled to be a founding member of industry collaborators that united to establish Cinema Week in celebration of the immersive, cinematic experience of seeing a film on the big screen,” said Wanda Gierhart Fearing, Cinemark Global CMO. “We are delighted to boost the excitement of moviegoing with promotions, giveaways and upgrades for all movie lovers during Cinema Week with exclusive offers for our most avid moviegoers through Movie Rewards.”

For more details on Cinemark’s Cinema Week celebration, visit Cinemark.com/cinemaweek.

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