×

#GoldOpen Movement Behind ‘Crazy Rich Asians’ To Partner With AMC Theaters

#GoldOpen, the Asian community movement that bought out theaters for showings of “Crazy Rich Asians,” has announced a new partnership with AMC Theaters.

The collaboration aims to streamline group movie-going, theater buyouts, bulk regular-price ticket purchasing, and more through a ticket buying system that includes a dedicated ticketing web page, purchasing support, and special events throughout the year. The We Company’s Meetup.com and Facebook Groups will also allow organizers to more easily distribute tickets, coordinate viewings, and meet other supporters.

In August, to support “Crazy Rich Asians,” the first major studio film with a majority Asian cast, #GoldOpen creators spread the word on social media that they were buying out theaters to draw a record box office. The film has since garnered over $238 million worldwide, making it the highest-grossing romantic comedy in the last decade.

“AMC Theaters is a long-time exhibitor of Asian-led films, and this partnership with #GoldOpen helps AMC and the entire film industry continue to support diverse storytelling and make these movies more accessible to a growing audience segment,” said Elizabeth Frank, AMC Theaters’ executive vice president of worldwide programming and chief content officer. “Group movie-going is already affordable and growing in popularity, and this partnership will make it more accessible to communities throughout the country.”

#GoldOpen is also expanding its lineup of top Asian films, TV shows, and publishing projects, to include projects from “New Majorities.” It features projects that are women-led, from the African diaspora, Latinx communities, and LGBTQ+ creatives.

“Director Jon M. Chu proclaimed that Crazy Rich Asians was more than just a movie — it was a movement. But a movement only lasts with a machine behind it. We’re ecstatic for the next phase of #GoldOpen to support more New Majority creative voices and their projects so the world we watch finally reflects the world we live in,” said Bing Chen and Janet Yang, the co-creators of #GoldOpen.

“#Goldopen is having a lasting impact on the entire Asian American storytelling environment. We see this with the record number of Asian and Asian American indie films being bought up during Sundance this year and directly attribute this demand to momentum from #Goldpen movement from last year,” said Alex Wu, co-founder of the Asian American Artist Foundation.

“After five successful movements to support both indie and blockbuster Asian films, we’re excited to support more stories from more communities more often. It goes without saying that when certain canonical institutions fail us, it’s incumbent on art to represent, reinforce, and return the world we deserve. Moreover, while it’s been inspiring to witness the Asian community better support itself, we can’t just build for ourselves — we must systematically support others who’ve inspired us, thereby explicitly or latently elevating opportunities to tell our own stories. In doing so, we forge greater paths for the next generation of Asian and all storytellers,” said Chen and Yang.

The effort was founded by Gold House, a collective of Asian leaders dedicated to cross-cultural collaboration. It first organized buyouts and social media strategy in 2017 to support independent films like the Sundance-winning “Gook,” and was reignited a year later to support the launch of “Crazy Rich Asians,” as well as films like “Searching,” “Burning” and “Aquaman.”

The #GoldOpen movement wasn’t the only one to encourage moviegoers to turn out and send a message — “Black Panther” nabbed the highest number of pre-sale tickets for a Marvel feature at the time, in part because of the theater buyouts organized by student groups, churches, businesses and other organizations that rallied to support the film, which had a majority black cast and a bevy of strong black female characters.

More Film

  • Lion King merchandise

    'The Lion King': Disney Targets Nostalgic Adults With High-End Merchandise

    Does Nala wear lipstick? Probably not, but “Lion King” fans can celebrate the release of the live-action remake with a new line of makeup that’s part of a whole pride of other items themed to Disney’s live action redo. For about $40, the Can’t Wait to Be Queen eyeshadow palette by Luminess Cosmetics includes shades [...]

  • 'Cats' Movie Trailer: Watch Taylor Swift,

    'Cats' Trailer Drops: Watch Taylor Swift, Jennifer Hudson in Movie Musical

    Universal has released the first trailer for its film adaptation of the Broadway play, “Cats,” starring Taylor Swift, Jennifer Hudson and James Corden. Based on the book “Old Possum’s Book of Practical Cats” by T.S. Eliot, the musical follows the Jellicle cats, a family of felines who go before the group’s leader Old Deuteronomy to [...]

  • Yvonne StrahovskiCritics' Choice Awards, Arrivals, Los

    'Handmaid's Tale's' Yvonne Strahovski Joins Chris Pratt in 'Ghost Draft' (EXCLUSIVE)

    “The Handmaid’s Tale” star Yvonne Strahovski is in negotiations to join Chris Pratt in Skydance’s sci-fi pic “Ghost Draft,” sources tell Variety. “Lego Batman’s” Chris McKay is attached to direct. “Ghost Draft,” written by Zach Dean, is about a man drafted to fight in a future war where the fate of humanity relies on his [...]

  • Dreamville Dreamers doc

    J. Cole's Watchful Eye, All-Nighters and Weed: Inside Dreamville's 'Revenge' Doc

    Having the No. 1 project in the country is old hat for J. Cole, but the instant success of Dreamville’s highly-anticipated “Revenge of the Dreamers III” collection, which features collaborations with more than 25 artists, writers and producers (among them: Cozz, Omen, Bas, J.I.D., EarthGang and Ari Lennox), took many by surprise. The first installment [...]

  • The True Adventures of Wolfboy

    Karlovy Vary Film Review: 'The True Adventures of Wolfboy'

    Most teenage boys would kill for a few whiskers, but not Paul. At 13, he already has a full face of hair, and his peers treat him like a freak for it. So, too, does Martin Krejčí’s “The True Adventures of Wolfboy,” although the movie argues that perhaps being a freak isn’t such a bad [...]

  • 'Top Gun: Maverick' Trailer: Tom Cruise

    Tom Cruise Drops First Trailer for 'Top Gun: Maverick' at Comic-Con (Watch)

    Tom Cruise made a surprise appearance at San Diego Comic-Con on Thursday to hype the forthcoming “Top Gun: Maverick” and receive mass adoration from Hall H. “I felt it was my responsibility to deliver for you,” Cruise told the crowd, tugging local heartstrings by reminiscing on the original “Top Gun” shoot in Downtown San Diego. [...]

More From Our Brands

Access exclusive content