ArcLight Cinemas is hoping to enhance the moviegoer experience by developing free original content that will be screened in theaters and online.
The L.A.-based luxury cinema chain will co-produce footage of red carpet premieres, press junkets and other behind-the-scenes interviews with people in the industry and feature these clips on its website and in theaters before movie showings. The cinema will also promote the footage on its Twitter account.
In February, ArcLight partnered with production company Mid-Century Media, started by former CNN entertainment correspondent JD Cargill, to begin developing the content.
"What started out as a conversation grew into this idea that I can create content and they can provide a platform on which it can be seen," Cargill said. "We want to use original storytelling that is film-centric."
Earlier this week, in their maiden voyage, Cargill and ArcLight staffers interviewed celebrities at the premiere of "Bad Words" for an upcoming video that will mark the first of many planned red carpet segments. Next up, they will cover the press junket for "Divergent," which will be in theaters March 21.
Gretchen McCourt, executive vice president of ArcLight's cinema programming, said by email that the company is excited about the partnership.
"ArcLight's original content will bring movie lovers closer than ever before to the films they love," she said.
ArcLight Hollywood, which frequently hosts movie premieres, consistently ranks among the highest-grossing theaters in the country. The cinema chain has theaters El Segundo, Hollywood, Pasadena and Sherman Oaks and San Diego's La Jolla area.
The company plans on opening new theaters in Bethesda, Md., in the fall and Chicago and Santa Monica in 2015.