AMC Theaters, already the world’s largest movie chain, is increasing its reach – into your home and onto your smartphone. In partnership w/Hollywood’s biggest studios–Disney, Warner Bros., Universal, Sony and Paramount–AMC has created a marketplace (“AMC Theaters on Demand”) where members of its loyalty program (over 20 million households?!) can rent or buy movies as soon as they’re available on other digital platforms, like Apple or Amazon. AMC is hoping to leverage its digital traffic to encourage more at-home movie-watching as attendance at its theaters continues to decline. And PS: Netflix, coming off a super-busy week, says whatever.

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