×
You will be redirected back to your article in seconds

#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.

Popular on Variety

More Film

  • Send Me to the Clouds

    Film Review: ‘Send Me to the Clouds’

    The social and economic pressures felt by China’s “leftover women” — referring to those older than 26 and unmarried — are examined in “Send Me to the Clouds,” a rewarding dramedy about a 30-ish journalist seeking financial reward and sexual fulfillment after being diagnosed with ovarian cancer. Bold by mainland standards for presenting a positive [...]

  • Jamie Bell Without Remorse

    Jamie Bell Joins Michael B. Jordan in 'Without Remorse' Adaptation (EXCLUSIVE)

    Jamie Bell is in final negotiations to join Michael B. Jordan in Paramount’s adaptation of the Tom Clancy novel “Without Remorse.” Stefano Sollima, who most recently helmed “Sicario: Day of the Soldado,” is directing from a script by “Sicaro” screenwriter Taylor Sheridan. As previously announced, Jordan is starring as operations officer John Clark, also known [...]

  • Elizabeth McGovern, Laura Carmichael, Jim Carter,

    'Downton Abbey' Movie Sequel? Producers Tease That They Have 'Some Ideas'

    “Downton Abbey” holds the record as the most-nominated international show at the Emmy Awards with 69 nominations and 15 wins — and now, it stands a chance to nab an Oscar. More than three years after the beloved series signed off the air following six critically-acclaimed seasons, “Downton Abbey” is making its big-screen debut. “It [...]

  • Todd Phillips Joaquin Phoenix Joker Movie

    What's Woker Than 'Joker'? Film Critics Made Everything Political at Fall Festivals

    “Is it just me, or is it getting crazier out there?” asks Joaquin Phoenix, playing a deranged incel version of the DC supervillain in “Joker,” the unconventional comic book movie that’s sucked up much of the air from the fall festival circuit. Like an aggro caricature of the “involuntary celibates” who troll message boards online, [...]

  • Running Against the Wind

    Young Africans' Dreams Are Focus of Kenya, Ethiopia, Uganda Oscar Picks

    Films about young Africans trying to fulfill their dreams in the face of war, poverty, tradition and other forms of adversity have been submitted for Oscar consideration by three East African nations. The selections by Kenya, Ethiopia and Uganda to compete in the international feature film category reflect the relative youth of filmmaking in the [...]

  • Bob Bakish Viacom CEO

    ViacomCBS Leaders Talk NFL Negotiations, Streaming Wars and Merger Focus

    Viacom and CBS aim to prosper in the streaming arena by covering both ends of the marketplace, blending Viacom’s focus on ad-supported platforms with CBS’ strong head start on subscribers for CBS All Access and Showtime. ViacomCBS CEO Bob Bakish and incoming ViacomCBS chief financial officer Christina Spade outlined the combined company’s vision for how [...]

  • Steven Poster ICG National President

    DP Steven Poster to Receive SOC Lifetime Achievement Award

    Stephen Poster, cinematographer on such classics as “Donnie Darko” and Madonna’s “Like a Prayer,” will receive the Lifetime Achievement Distinguished Service Award from the Society of Camera Operators at a ceremony on Jan. 18, 2020. SOC grants the award to an Individual who has served the community at large and/or the Society through outstanding service [...]

More From Our Brands

Access exclusive content