As part of the deal, AMC will support the film’s marketing efforts using mainly in-theater promotions.
“AMC Independent exists to help bolster awareness for and cultivate the growth of independent films like ‘LUV,'” said Nikkole Denson-Randolph, VP of special and alternative content at AMC. “This is a thought provoking, character-driven film that will appeal to a wide moviegoing audience.”
Directed by Sheldon Candis, “LUV” follows an 11-year-old boy, played by newcomer Michael Rainey Jr., who develops a relationship with his ex-con uncle (Common). Pic co-stars Danny Glover, Dennis Haysbert and Charles S. Dutton.
Indomina acquired North American rights to “LUV” shortly after the pic preemed at this year’s Sundance.
AMC Independent is an initiative by the theater chain to back certain independent films with exhibition support. Previous films released through AMC Independent include recent Bollywood hit “Jab Tak Hai Jaan” and Sony Classics’ “Smashed.”