AMC Theatres has launched an initiative to foster greater interest among patrons in independent cinema.

AMC independentTM (AMCiTM) will target film-goers through promotions and other customised marketing efforts and has lined up Screen Media Films’ La Mission; Focus Features’ documentary Babies; and First Independent Film’s Holy Rollers.

To help drive the initiative, AMC has deployed vice-president of specialty and alternative content Nikkole Denson-Randolph to work with distributors and film-makers to ensure the deepest market penetration.

“AMCi is our renewed commitment to providing independent film to our increasingly diverse audience,” AMC president of programming Bob Lenihan said. “We intend to amplify our pledge of bringing these stories to our guests through direct partnerships with independent filmmakers and through film festival participation and promotion, in a more significant way than we have in the past.”

“AMCi is, in the opinion of Focus Features, a welcome theatrical development for our films to utilise during their releases, said Jack Foley, president of theatrical distribution for Focus Features.

“AMCi is a beneficial programme for other specialised distributors and for specialised film makers as well,” Focus Features’ president of theatrical distribution Jack Foley said. “The biggest winner from the AMCi programme, however, is the moviegoer, who will have convenient access to alternative film programming in many markets throughout the country.