Nikki Finke (who’s just fnishing up her medical leave with a last visit to the doctor) will be posting a complete update on the battle over DirecTV’s recently announced premium plan in partnership with Sony, Warner Bros, Fox and Universal to offer on-demand movies only 60 days after they premiere in theaters. On Wednesday, she revealed that Regal Cinemas warned studio marketers that it will drastically reduce the amount of play time for each of the quartet’s movie trailers in every Regal movie house (just in time for the summer tentpole season, too). The Cinemark chain is following suit with boycotting trailers and signage from the participating studios. Now comes this statement from AMC Entertainment:

We at AMC feel movie theatres are a critically important business to many parties: the 200+ million guests we host year after year who choose to view films on the large screen; the communities of which our theatres are an integral part; the artists who create the movies we show; and ultimately the entertainment industry for which our theatres generate the highest quality source of revenue.

We believe the theatrical experience has a bright future, and we are aggressively investing to prepare for it. We are in the midst of a multi-year, multi-million dollar rollout of digital projection and 3D, IMAX and our own proprietary ETX format. We are also introducing a new guest rewards program, better-for-you items, enhanced food and beverage offerings, dine-in theatre options and alternative, engaging programming for our guests to enjoy in our comfortable, state-of-the-art auditoriums. All activities we are currently engaged in have common goals – to increase attendance at our theatres and maintain the health of our industry.

The p-VoD world as currently defined threatens that health. As such, we have notified studios of our expectations regarding economic arrangements on movies that go p-VoD. It is not wise to discuss details in the press, and Company policy precludes it, but as these windows shrink and threaten our industry’s future, it is only logical to expect AMC to adapt its economic model.

The future is bright, even as it promises to be different, and we look forward to the success that lies ahead for all parties.

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