AMC Offers Money-back guarantee on 'Cinderella Man' Ticket Purchase

According to Reuters, AMC, the #2 movie chain in America, is offering a money-back guarantee for those who purchase tickets to see 'Cinderella Man':

Advertisements offering on-the-spot refunds to AMC patrons unhappy with the film began running on June 24 in newspapers and on the exhibitor's Web site (www.amctheaters.com), AMC spokeswoman Pam Blase said on Tuesday.
The ads, welcomed by the film's distributor, Universal Pictures, say in part: "AMC believes Cinderella Man is one of the finest motion pictures of the year!"
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 Robert's breakout 1988 film.

The move comes amidst the widespread belief that releasing 'Cinderella Man' as a counter-programming measure was a failed move, and there has been speculation the Universal may try a limited re-release in the fall. This guarantee is an interesting effort to drum up business, particularly because the demographic most receptive to these types of offers is also the same one most likely to be interested in seeing this film. And much like rebates, the redemption levels are, barring aberrations, usually pretty low. AMC isn't releasing any numbers, and so far has just said that the refunds requested have been "minuscule."


[Via Reuters]

Universal to Launch 'Cinderella Man' Clothing Line with Von Dutch

According to Brandweek, Universal's Consumer Products Group has teamed up with lifestyle clothing manufacturer Von Dutch to launch a high-end line of men's wear based on the upcoming 'Cinderella Man'.

The short Brandweek piece describes a clothing line comprised of "leisure wear" celebrating Jim Braddock, the film's "Everyman" hero portrayed by Russel Crowe. Kudos to Universal for attempting to extend the film's revenue potential, but in looking at the Von Dutch website, it seems like they partnered with the wrong company. My guess is that the audience who will come out to see 'Cinderella Man' will be closer to the one that would see 'The Interpreter' -- namely, boomers. Perhaps they should have partnered with Eddie Bauer instead...


[Via Brandweek]