AMC Theaters, Looking for Movies, Turns to Blumhouse

For five days starting on March 29, people who buy tickets to certain movies at certain AMC Theaters will see video messages starring … Jason Blum?

It’s a long way from Nicole Kidman, whose breathy “We come to this place for magic” branding spot has become legend. But Mr. Blum, a horror film producer, has been working to build his entertainment company, Blumhouse, into more of a consumer-facing brand. The goal is to create an association between its name and everything scary, sort of like Marvel and superheroes. That, in turn, could make Blumhouse more valuable as an acquisition target in the years ahead.

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

Mr. Blum, 55, will introduce each film with a tailored message, offering an anecdote about the production or a tidbit of trivia. 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 elaborate ads known as sizzle reels for Blumhouse, which will promote the event through its social media channels.

“Horror has always attracted misfits, me included, 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 taking risks on stories that other people find too risky — like ‘Get Out’ — and having a brand allows me to do that.”

Anya Taylor-Joy in “Split,” which took in $278 million in 2017.Credit…Universal/Blumhouse

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