Exciting New Partnership Brings Adventure to the Big Screen: AMC Theatres, REI Co-op Studios, and Mountainfilm Unite

Jordan P. Kelley, Content Director, BrandStorytelling

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AMC Theatres, REI Co-op Studios, and Mountainfilm have announced a new content and marketing partnership set to captivate adventure enthusiasts nationwide. This fall, moviegoers will have the unique opportunity to experience a curated selection of festival-favorite short films through the Mountainfilm Adventure Shorts series, presented by REI Co-op Studios, at 100 AMC locations across the United States.

Premiering on September 28-29, this special event brings the spirit of the Mountainfilm Festival to the big screen. Known for its rich tapestry of films, stories, and ideas, Mountainfilm is dedicated to celebrating adventure, preserving the environment, connecting cultures, and honoring courage. The films selected for this series embody these values, promising audiences an exhilarating and inspiring viewing experience.

This initiative marks the first collaboration between AMC Theatres, the largest theatrical exhibitor globally, REI Co-op Studios, the content division of the renowned outdoor specialty retailer, and Mountainfilm, one of North America's longest-running documentary film festivals. This synergy aims to deliver compelling adventure content to AMC's vast audience while reaching new demographics for all involved.

"We’re excited about this opportunity to work with REI Co-op Studios and Mountainfilm to activate tens of millions of American adventure lovers with compelling content curated by Mountainfilm and appealing to the REI community," stated Elizabeth Frank, EVP, Worldwide Programming and Chief Content Officer, AMC Theatres. "Through this introduction of the Mountainfilm Adventure Shorts event, we see an excellent opportunity to broaden our moviegoing population. It’s another way that AMC is looking beyond traditional content models to bring moviegoers into its theatres."

"We are thrilled with this partnership and the model it represents," said Joe Crosby, Director of Brand and Content Marketing at REI. "In a fragmented media landscape and really challenging distribution environment, we strongly believe in a collaboration-based approach, where one partner’s strength fills another’s need. In that way, being able to help connect Mountainfilm – among the most beloved domestic film festivals – with AMC’s scale is truly in service of REI’s goal of inspiring and welcoming audiences into the outdoors. Creating that kind of access is a net positive for Mountainfilm and its filmmakers, for AMC and its push toward innovative content models, and the outdoor and moviegoing audiences at large."

The initiative is set to benefit filmmakers in ways beyond accessibility as well, with Mountainfilm compensating those featured in the series. This support underscores the festival's commitment to elevating filmmakers and sharing their work with broader audiences, thereby amplifying the impact of their stories.

"Uniting on a project like this with these brands provides a great opportunity to reach new audiences with festival-favorite adventure short films. Mountainfilm celebrates the indomitable spirit and we look forward to elevating filmmakers while sharing these inspiring stories across the country," commented Sage Martin, Executive Director of Mountainfilm.

For brand marketers and the advertising industry, this partnership exemplifies a strategic alignment that leverages content to create deeper engagement with target audiences. By combining the storytelling legacy of Mountainfilm, the brand ethos of REI, and the widespread reach of AMC Theatres, this initiative promises not only to entertain but also to inspire a sense of adventure and environmental stewardship among viewers.

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