Movie theater chain offers 'Cinderella Man' money-back guarantee
UPI News Service, 06/29/2005
Universal Pictures hopes its campaign to pump box-office life into "Cinderella Man" may benefit from a money-back guarantee being offered by AMC Theatres.
The Russell Crowe-Renee Zellweger boxing drama has enjoyed strong word-of-mouth, but it has failed to catch on with the marketplace -- taking in just $50 million since it opened June 3. AMC is promising moviegoers who don't like the movie their ticket price will be refunded, no questions asked, The Hollywood Reporter said.
The Kansas City, Mo.-based chain is the country's second-largest. AMC announced the promotion last Friday at all of its theaters where the film was playing.
AMC executives Dick Walsh and Phil Singleton initiated the money-back guarantee. Nikki Rocco, Universal's president of distribution, told The Reporter it was a bold move.
"It's great that they want to go out on the limb for the film," said Rocco.
Moviegoers who take AMC up on its offer must present a ticket stub at the box office the same day it was purchased.