Web platform Tugg is teaming up with a group of exhibition powerhouses for a plan designed to give consumers a programming role in their local theater. Chains Alamo Drafthouse Cinema, AMC Theatres, Bow Tie Cinemas, Cinemark Theatres, Goodrich Quality Cinemas, Rave Cinemas and Regal Cinemas have signed on with Tugg for an initiative in which theatrical venues will be provided for individually curated events showcasing Tugg’s library of studio and independent films. Oscar nominees The Tree Of Life and Bullhead are two of the options available through Tugg’s library. Individuals and groups will select a title, screening time and local theater. After spreading word and reaching the necessary number of people committed to attending, the event will be confirmed. Tugg will reserve the participating theater, handle ticketing and arrange delivery of the film. Said AMC Theatres programming president in a statement: “As we continue to evaluate the program though trials at our theaters, we’ve experienced its potential firsthand through successful results by not only putting the choice directly in our guests’ hands, but also through the power of grassroots, guest-advocate marketing.” Tugg will unveil its partnerships with distributors prior to the opening of the SXSW Film Festival in March.

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