Core Viewpoint - The controversy surrounding AMC Theatres' decision to screen an AI-generated short film titled "Thanksgiving Day" has sparked significant backlash from moviegoers, leading to calls for boycotts and criticism of the choice over human-made content [1][2]. Group 1: AMC Theatres' Actions - AMC Theatres screened the AI-generated short film "Thanksgiving Day" as part of a pre-show initiative, which was not initiated by AMC itself but by Screenvision Media, a cinema advertising company [2]. - AMC clarified that the pre-show advertising packages from Screenvision run in fewer than 30 percent of its U.S. locations [2]. Group 2: Public Reaction - Social media users expressed outrage over AMC's decision, with many labeling the screening of AI-generated content as "hot garbage" and calling for boycotts of AMC theatres [2]. - Critics highlighted the preference for traditionally made short films over AI-generated ones, indicating a strong sentiment against the use of artificial intelligence in creative content [2].

Core Insights - Screenvision Media is experiencing significant growth, with its network expanding to nearly 14,000 screens, regaining pre-pandemic levels and capturing approximately 45% of the market share [1][6] - The 2026 box office is projected to reach $9.5 billion, indicating a resurgence in moviegoing and increased interest from advertisers [2][4] - Screenvision's network includes a premium inventory network and a luxury network called Luxury Select, which targets affluent audiences in major U.S. markets [3][5] Company Developments - Screenvision has formed multiple renewals and new partnerships with theatre operators, enhancing its advertising capabilities and reach [1][2] - The company is entering a strong growth phase, driven by increased admissions, a larger national footprint, and advancements in technology and data intelligence [5][6] - The Luxury Select network provides brands with access to high-income demographics, allowing for premium storytelling and cultural relevance [3][4] Market Context - The theatrical experience is seen as a unique cultural moment, with Screenvision positioned as a trusted partner for cinemas to enhance guest experiences [4] - Anticipation for upcoming films in 2026, such as The Super Mario Galaxy Movie and Spider-Man: Brand New Day, is contributing to the positive outlook for the box office [4] - The cinema advertising landscape is evolving, with Screenvision leading the transition to a technology-enabled premium video channel [5][6]

Core Insights - Screenvision Media has announced an agreement to extend its partnership with Marcus Theatres, the fourth largest cinema exhibitor in the U.S., which has been ongoing for 16 years [2][4] - The agreement includes the introduction of "Platinum" inventory, allowing brands to advertise just before the final two trailers, enhancing the preshow experience for moviegoers [3][4] - Marcus Theatres operates 993 screens across 79 locations in 17 states, contributing to a significant footprint in major markets [6] Company Overview - Screenvision Media is a leader in cinema advertising, with a network that includes nearly half of all measured cinema admissions, comprising 14,000 screens in 2,300 theatre locations across all 50 states [5] - Marcus Theatres, a division of The Marcus Corporation, operates under various brands including Movie Tavern and BistroPlex, and is known for providing an engaging environment for audiences [6] Market Context - The enthusiasm for the 2025 box office is reportedly returning to levels not seen in years, indicating a potential recovery in cinema attendance and advertising opportunities [2] - The partnership aims to leverage exclusive content and advanced research and technology capabilities to enhance advertising effectiveness throughout the year [4]