Legion M, the fan-owned entertainment company, and FilmFrog have announced a new partnership to launch the Legion M Theater Alliance, a collaborative initiative designed to build a network of preferred movie theaters for its community of over 60,000 investors. At launch, the Theater Alliance includes participation from select locations within leading regional theater chain Cinergy Entertainment Group, alongside independent theaters including Springs Cinema & Taphouse and Southampton Playhouse, with additional partners expected to join in the coming months.
Built around a shared belief in the power of community and shared theatrical experiences, the Legion M Theater Alliance will unite exhibitors with Legion M’s community of passionate moviegoers in a coordinated effort to strengthen the theatrical ecosystem at a pivotal moment for the industry. Through the initiative, Legion M will sponsor loyalty screenings and actively promote participating theaters to its nationwide community, while exhibitors will spotlight Legion M films, initiatives and membership opportunities. Together, the partners will explore innovative programming, marketing strategies and community-driven activations designed to bring audiences back to theaters more often.
As part of the alliance, Legion M has tapped the theatrical marketing company, FilmFrog, to help administer the exhibitor network, as well as power marketing and audience activations for participating theaters. FilmFrog will help focus the power of Legion M’s community into targeted campaigns, local activations and measurable ticket sales.
“Movie theaters are at the core of Legion M’s community, as they are the place we gather for Legion M meetups, screenings, and premieres.” said Jeff Annison, cofounder and president of Legion M. “As Legion M continues to grow our distribution capabilities, the Theater Alliance allows us to focus our efforts on exhibitors who want to partner with fans and create the sort of community experiences that bring moviegoers back to theaters time and time again.”
“FilmFrog is dedicated to connecting cinemas with fans,” said Brandon Jones, the chief executive officer of Film Frog. “We’ve seen the power of the Legion M community, and love the creativity the Legion M team brings. We believe this alliance represents a huge win for exhibitors, Legion M, and most of all—movie fans!”
“This is a challenging time for theaters, but with challenge comes opportunity,” said Paul Scanlan, the cofounder and chief executive officer of Legion M. “As the world becomes more disconnected, theaters offer a place for people to come together. Legion M is owned by over 60,000 fans, and we’re excited to lock arms with theaters and fight to ensure the theatrical experience survives and thrives.”
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