Adam Aron
Thank you, Sean. Before we open up this webcast to your questions, I’d like to update you on recent actions we’ve taken to enhance our business and highlight some strategic initiatives that will better position our company as we hurdle into what we believe is a much more promising future for AMC.
A strong current of innovation runs deep throughout AMC’s DNA. We have led in the elevating of moviegoing to a truly unique and desirable out-of-home experience, and we set the standard for so many transformative changes in our industry. We’ll continue to do so. But in 2022, 2023 and beyond, we also expect to transform our company into becoming something much greater than solely a movie theater operator.
Let’s quickly look at seven of the initiatives and innovations already or soon to be underway. One, NFTs. During Q4, AMC became the first theatrical exhibition company to collaborate with a studio partner to offer an exclusive non-fungible token, or NFT, to reward moviegoers for their AMC attendance.
AMC worked closely with our partners at Sony to launch the Spider-Man NFT, and the success was undeniable. 86,000 NFTs were fully subscribed within hours. And ultimately, these NFTs have been sold on secondary markets – some of them that is. But some of them have been sold in secondary markets for as much as $17,000, no, you did not hear me wrong, $17,000 for a single Spider-Man NFT.
By now, in just a few months from our first effort with Sony in November, we have already launched four separate NFC programs, one of which is supporting what is sure to be the new blockbuster movie, The Batman, which opens this week.
In total, more than 800,000 NFTs have already been made eligible by AMC for consumer collection in just three months or so. NFTs are not just interesting memory of collectibles but are also seen as drivers of attendance for AMC at our theaters and growth in box office revenues for our studio partners.
We expect to continue both jointly with studios and separately by ourselves on our own to create future NFT offers to enhance the overall engagement with our guests. And importantly, in 2022, we will look to further monetize some of what is now our nascent NFT activity. For example, selling some of these NFTs, in addition to giving them away free and getting a commission on the transfer of our NFTs when and if they’re later resold.
Two, cryptocurrency. We continue to explore opportunities to both provide convenience and to create value for our guests through the use of cryptocurrencies. Last year, we introduced – last year being 2021 – we introduced the capability to accept payments in Bitcoin, Ethereum, Bitcoin Cash and Light Coin using our website and mobile app. Later this month in March, we will introduce the ability to transact and to make AMC online payments in Dogecoin and Shiba Inu, that on our website with mobile app functionality following a few weeks thereafter.
We continue to explore how else AMC can participate in the burgeoning crypto universe, and we remain quite intrigued by the potential business opportunity. We’ve been looking for some time at potentially issuing our own cryptocurrency, but that will depend on how the regulatory frameworks surrounding cryptocurrency unfold. More to come, if, as and when we have something more concrete share.
As a side note, a benefit of our having to program cryptocurrency functionality for our website and mobile app. AMC also picked up the capability to accept Apple Pay, Google Pay and PayPal online. Incredibly, in just a few months, these latter three forms of payment, along with cryptocurrency already constitute more than 15% of our online ticketing activity as was seen in the fourth quarter of 2021.
Three, variable pricing. A few years ago, at some of our U.S. theaters, AMC successfully raised weekend pricing above midweek levels. Currently, our prices for The Batman, which opens this week, are slightly higher than the prices we’re charging for other movies playing in the same theaters at the same time.
This is all quite novel in the United States. But actually, AMC has been doing it for years in our European theaters. Indeed, in Europe, we charge a premium for the best seats in the house as to just about all other sellers of tickets and other industries, think sports events, concerts and live theater, for example, that has not commonly been a practice heretofore in the United States.
If you look at our year-over-year pricing success, as was demonstrated in the Q4 numbers, you will see that AMC has been a bold thinker in the area of pricing, one who is willing to take risk and one who is willing to lead and one who sees considerable upside opportunity for us ahead if we continue to be imaginative.
Four, AMC Perfectly Popcorn. Our foray into the multibillion-dollar popcorn industry during 2022 is on track. Remember, AMC knows something about popcorn. On a peak day, we sell 50 tons of the stuff. We plan to make our freshly popped popcorn available through food delivery to home services, allowing consumers to enjoy a slice of the AMC experience while entertaining at home.
We also plan to sell to go packages of popcorn at our theaters for takeout and/or for pickup. Beginning later this year, we will begin selling freshly made real AMC Theaters Perfectly Popcorn and other movie treats at select mall retail locations around the United States. And I think the biggest opportunity here at all is that AMC is working actively an opportunity to offer prepackaged and/or ready-to-pop microwavable AMC theaters Perfectly Popcorn in supermarkets, in convenience stores and in other food service venues around the country.
As we recently announced, we recruited Ellen Copaken to fill the newly created position of Vice President of Growth Strategy, where she will lead our initiatives related to the sale of popcorn outside the traditional in-theater channel and assist with other initiatives to broaden and transform our company.
Ellen has an outstanding track record in brand management and innovation at PepsiCo at Frito-Lay and in Hostess Brands. And her skill set, combined with our significant grocery experience will be a tremendous asset to us as we roll out our popcorn initiatives and explore other innovations in 2022. Watch out Orville Redenbacher, baby, a considerable competitor with a popcorn brand that truly resonates with consumers is on its way.
Five, additional theater additions. Additional that should have been additional theater locations. During 2021 and early in 2022, we acquired seven high-profile and strategic theaters, including six former ArcLight/Pacific theaters. That’s about a third of their circuit located in major metropolitan markets like Los Angeles, San Diego, Chicago and Washington, D.C.
Adding the magic of the AMC product and marketing strategies to existing high-profile theater locations has proven to be a winning formula. Our mid-2021 acquisitions of The Grove 14 of Americana at Brand 18, both former ArcLight/Pacific theaters, both in the Los Angeles market, have under AMC’s leadership and management, both ranked among the 30 highest grossing movie theaters in the entire United States out of some 5,000 theaters in the country since joining the AMC family in mid-summer.
Theater landlords, real estate owners around the country recognize that AMC is a theater operator of choice, and we continue to be in active and constant discussions regarding potentially picking up additional highly attractive locations that can enhance our portfolio. Transition costs can be modest, and often subsidized by landlords – not always, but sometimes we find an opportunity to pick up theaters at a mere one time to two times projected EBITDA even counting in and factoring in their transition costs.
Similarly, we have looked at buying some or all of several smaller movie theater circuits. Now some sellers have price expectations that make their approach to us dead on arrival. On the other hand, we are seeing other opportunities where we think we can grow our theater count attractively with quality theaters in strong potential markets and do so at three times to four times our projected cash flows, these are bargain prices. We will continue to be highly disciplined in our approach, though, but put it all together, there is opportunity in them in our heels. Watch this space for more announcements as AMC continues to grow.
Next, a branded credit card. Some of you may have seen two completely voluntary and well-earned executive retirements announced yesterday afternoon and that we are seamlessly backfilling these two very talented executives with superb individuals to carry our legacy forward. We’ll have new leadership, highly experienced, already internal within the company to run our U.S. theater operations.
In addition, in choosing our new CMO, Eliot Hamlisch of Wyndham Hotels & Resorts, Starwood Hotels & Resorts, Deloitte Consulting and American Express, not to mention an MBA from the Harvard Business School, we have someone bringing to his new AMC position considerable experience with co-branded credit cards. With approximately 4 million shareholders and 25 million households in our AMC Stubs program. I think there is significant potential profitability for AMC if we launch our own co-branded credit card, and that will become yet another high priority for AMC in 2022.
You may recall that back in the early 1990s, I was the Chief Marketing Officer of United Airlines and managed its co-branded credit card with what is now Chase. I’ve seen firsthand the spectacular profitability that can accrue to a company that has a successful co-branded credit card launch.
And finally, recovery, agility and transformation. These three words are the mantra for AMC in 2022, and 2023. As our fourth quarter results indicate, we continue to be in a state of recovery, and our focus remains on bringing to fruition a successful, full and lasting recovery from the impact of the pandemic. At the same time, we realize that we will need to be agile to achieve that goal because admittedly, our industry is at a time of robust change. But agility is something that we’ve demonstrated AMC is pretty good at. Let’s just say that at AMC we have steered this ship through the most uncharted of uncharted waters in the recent years. So, we’re not worried about the need for us to adapt our business model as we go forward to cope well as change unfolds around us. But some people following us look too narrowly. They’ve think our aim is merely to bring back the company that existed back in 2019 pre-pandemic. And they look at the value of that company and project a fall in grace for us at AMC going forward.
But I want to make very clear to everybody on this call. Our ambition is much more grand than that. Our shareholders have armed us with $1.8 billion of year-ending liquidity, and there may be creative ways for us to raise even more money. I keep on getting offers from our shareholders, for example, that they want to chip in and help us pay down our debt. I don’t know exactly that that’s in the cards, but I do admire their passion and dedication to AMC nonetheless. They’ve shown it over and over and over again. Still, with $1.8 billion of cash and under our revolver at our disposal, that can be used to outlast the pandemic, to pay down debt, to innovate within our core and related businesses and for transformative M&A. We encourage those of you who look at AMC to do so boldly because within AMC, we are thinking boldly.
Before turning the call over to Q&A, I would like to make a few specific observations about our enthusiastic and avid shareholder base. They really care about AMC, and they’re not shy with their advice. I – believe it or not, I tend to read a few thousand of their short comments on Twitter each week, and the feedback that we are getting has greatly helped me to run this company. It’s greatly helped me to run their company.
I’m also pleased that more than 615,000 individuals. – have self-identified as AMC shareholders in joining AMC Investor Connect, a program that we launched in the last days of June of 2021. It’s our Special Communications & Rewards program designed especially and only for our shareholders.
Also in the fourth quarter of 2021, I personally hosted two sold-out early movie screenings for our shareholders in New York and Los Angeles. More such screenings that I personally host and personally attend will be planned around the country throughout 2022. At the L.A. screening back in December, one of our investors screamed from the audience, "We are not leaving," he said. And indeed, he appears to be right. Right now, there are several data sources to reconcile, but as best we can tell, we have about the same number of individual shareholders now as we had a year ago at this time, in the neighborhood of 4 million individual investors who care about AMC’s future.
If you exclude index funds who have no choice, but to own and hold AMC shares, individual retail investors would seem to own more than 90% of our officially issued 516 million shares as of today. Indeed, as it is often said about AMC on Twitter, retail owns the float.
Our shareholders ask me every day on Twitter, speaking of Twitter, to speculate about their theories on the trading of AMC stock as well as on natural or unnatural pressures on it. Exactly as we said last July, we have no reliable information on naked shorting or so-called fake shares or so-called synthetic shares. So even as we are well aware of your thoughts, legally, we simply are unable to make any further public commentary on these topics.
One thing that I’m particularly proud of, we kept our word to our shareholders in 2021. It is widely known that we are essentially out of more common shares that could be issued to the public in any quantity, although a decade ago, our Board did authorize the potential issuance of preferred shares if we so chose.
Some of you are anxious about this whole topic, and so I gave you my word back in the early summer of 2021 that we would sit on the sidelines for the balance of the full year 2021 on the equity issuance, and that is exactly what we did. We kept our word. Some of you then speculated that we would rush to immediately issue new shares to the public early in January as the new year started. It is already March. Again, we have not done so.
Retaining your support, leading your company smartly and well, keeping our word to you. These are extremely important to us. They’re extremely important to me at AMC. That’s the report. The fourth quarter was a spectacular one for AMC, the strongest in two years.