AMC Coronavirus Trolls

Will ‘Trolls World Tour’ really bring down movie theatres?

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globalnews.ca

The most controversial movie of the year is … Trolls World Tour? As innocuous as the rainbow-colored, music-blaring animated movie may seem, the digital release of the Trolls sequel has caused a storm to course through the movie industry.

Just as the pandemic worsened and movie theaters were shuttering, Universal Pictures shifted the film’s release to video on demand, leading a charge straight through the theatrical window.

Universal calls the Trolls World Tour digital release a success and suggests it may be the beginning of a sea change in how movies are released.

Theater owners strenuously disagree. AMC Theatres, the largest chain in the U.S., is signaling an all-out war, saying it will no longer show Universal movies.

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