Magazine article Screen International

AMC to Spend 'Hundreds of Millions' Modernising Odeon Cinemas

Magazine article Screen International

AMC to Spend 'Hundreds of Millions' Modernising Odeon Cinemas

Article excerpt

AMC, the parent company of Odeon & UCI Cinemas and Nordic Cinemas, will spend "hundreds of millions" modernising their European sites.

Adam Aron, CEO and president, AMC Entertainment Holdings, Inc, discussed his plans with reporters at a breakfast announcing their European deal with IMAX.

He said: "We looked at moviegoing in Europe and thought it could be much nicer for consumers than it is today.

"We are committing hundreds of millions of pounds to make the moviegoing experience nicer at our European theatres.

We are well aware that some of the Odeon theatres are tired but as we look ahead under AMC ownership we think those theatres are going to be transformed into wonderful moviegoing palaces and IMAX is a big part of this for us."

He added: "What Odeon as a brand will stand for 36 months from now in the UK is going to be immensely different than what Odeon stood for as a brand in the UK the day before [AMC purchased Odeon]."

AMERICAN IMPROVEMENTS

Aron, who joined the company in 2015 and lead the acquisitions of Odeon and Nordic Cinema Group, outlined the improvements AMC had already made to some of their US theatres.

These include improving the variety and quality of food, adding softdrink refill machines such as 'Coca Cola Freestyle' and more licensed bars and reclining seats, which Aron promised to install throughout their European sites. …

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