Guaranteeing ‘Cinderella Man’
In a rare marketing ploy, the No. 2 U.S. movie theater chain, AMC Entertainment, is offering a money-back guarantee to customers for the boxing picture “Cinderella Man,” hoping to boost interest in the struggling film amid a record box-office slump.
AMC spokeswoman Pam Blase said AMC provides occasional rebates to dissatisfied moviegoers on a case-by-case basis. But the “Cinderella Man” offer marks the exhibitor’s first money-back guarantee since “Mystic Pizza,” Julia Roberts’ breakout 1988 film.
The movie, which cost a reported $88 million to make, opened June 3 and had grossed a lackluster $49.8 million through last weekend.
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