Regal rocks to Beyonce

Exhib continues to offer 'alternative programming'

HOLLYWOOD — Regal Entertainment will present a digital re-broadcast of a Beyonce Knowles concert in multiplexes in 20 markets on June 24, timed to promote the release of the R&B singer’s new album the same day.

Move furthers No. 1 U.S. exhib’s aim of occasionally offering “alternative programming” of sports and music events. It also reps a budding trend of staging concert rebroadcasts as “album release parties,” following similar Regal efforts for new CDs from rock artists Korn and Tom Petty.

“We’re redefining the use of (Regal) theaters to include regular presentations of sports and special entertainment events such as this one-of-a-kind concert,” said Dan Diamond, VP of biz development at Regal CineMedia.

Regal CineMedia is circuit’s division responsible for alternative programming and digitally distribbed on-screening advertising.

The Knowles event involves the re-broadcast of a concert to be staged this Saturday at the Henry Ford II World Center in Dearborn, Mich. Dubbed Beyonce Knowles, Friends and Family, event is sponsored by Ford and also features the other members of Destiny’s Child, Kelly Rowland and Michelle Williams; singer-actor Tyrese Gibson; Knowles’ sister, Solange; and girl gospel group Ramiyah.

Theaters in markets such as Gotham, L.A, Chicago, Philly, San Francisco, Washington and Atlanta will offer the rebroadcast at a cost of $10 per patron. Tickets sell for $8 each in blocks of 10 or more.

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