AMC Theaters, looking for movies, turns to Blumhouse

Starting March 29, people who buy tickets to select movies at select AMC theaters will see five days of video messages starring…Jason Blum?

It’s a far cry from Nicole Kidman, whose breathtaking “We Come to This Place for Magic.” branding spot has become a legend. But Mr. Blum, a producer of horror films, has been working to build his entertainment company Blumhouse into a more consumer-oriented brand. The aim is to create a connection between the name and everything scary, a bit like Marvel and superheroes. That, in turn, could make Blumhouse more valuable as an acquisition target in the coming years.

AMC and Blumhouse, which has made more than 200 horror films and shows, are teaming up for what they’re calling the Halfway to Halloween Film Festival. (It’s more than 40 percent of the total.) Previously released Blumhouse horror films, including “Split,” “Ouija: Origin of Evil,” “The Purge,” “The Invisible Man” and “Insidious,” which is in its 13th edition will have its anniversary on April 1 in 100 AMC theaters in 40 cities.

Mr. Blum, 55, will introduce each film with a tailor-made message, with an anecdote about the production or a small tidbit. James Wan, who directed “Insidious,” will appear in a video, as will Mike Flanagan, who directed “Ouija: Origin of Evil.” Ticket buyers will also see extensive advertising known as sizzle reels for Blumhouse, which will promote the event through its social media channels.

“Horror has always attracted mavericks, including myself, and participating in events like this allows me to celebrate that,” Mr. Blum said, before referring to one of the company’s signature films. “I like to take risks with stories that other people find too risky – like ‘Get Out’ – and having a brand allows me to do that.”

For AMC, the collaboration with Blumhouse is a way to compensate for the shortage of supply. Box office analysts expect the major Hollywood studios to release about 100 films in 2024, up from 124 last year.

Some studios pushed back planned releases, citing delays caused by two union strikes that paralyzed Hollywood for months last year. “Disney’s Snow White,” “Mickey 17‘ and ‘A Quiet Place: Day One’ have disappeared from the March release calendar. Other studios have started releasing fewer films to save money.

A24, another film company that pays close attention to its brand, has similarly taken advantage of the shortage, for example by teaming up with AMC in February for an event called A series for lovers featuring some of his previous releases. A24 announced something similar on Wednesday screening series with IMAXin which the large format cinema company will digitally remaster old A24 films such as ‘Hereditary’ and ‘Uncut Gems’.

Mr. Blum has long built up a reputation as an outsider. Most film producers keep a low profile; sometimes he promotes his films by attending premieres in costume, such as in late 2022 when he dressed as M3gan, a murderous doll with artificial intelligence. In December, he posted a video to X of himself in his underwear. (He was take a dive in an icy stream in Connecticut. Don’t ask.)

His penchant for promotion, both self and otherwise, has helped make Blumhouse Hollywood’s premier horror factory. It releases four to five films a year. Most are hits, including the recent “Five Nights at Freddy’s.” Some aren’t, including “The Exorcist: Believer.” Blumhouse is working to significantly increase film production as part of a merger with Atomic Monster.

Mr. Blum and Abhijay Prakash, the president of Blumhouse, are also building companies focused on original video games, merchandise and live events.

“Our biggest plans have yet to be implemented,” Mr. Blum said.