AMC screens pull GC logo
Rebranding to be completed in May, spokesman sez
AMC is replacing theater signage on General Cinemas venues and incorporating GC newspaper listings into its ads. The Kansas City, Mo.-based circuit has wasted no time remaking the rival exhib in its image after buying General Cinemas in bankruptcy court in March for $167.3 million.
"The rebranding should be completed sometime in May," AMC spokesman Rick King said Tuesday.
The conversion campaign also affects theater lobby and screen displays, uniforms and concession containers. King said conversion expenditures amount to several hundred thousand dollars.
Among prominent L.A.-area venues are Hollywood's Galaxy 6, West Hollywood's Beverly Connection 6 and Westwood's Avco 4. There are no GC theaters in Manhattan, but several are situated in outlying Gotham boroughs and suburbs.
Incorporating GC's 621 domestic screens will give AMC a roughly 3,500-screen nationwide circuit. AMC also acquired General Cinema's 50% stake in a 160-screen international exhibition joint venture with Hoyts.
