Movie theater giant AMC has announced a new campaign aimed at thanking the many "retail investors" who bought up stock in the company to help improve its outlook.

　　AMC Investor Connect is described as an "innovative, proactive communication initiative" that will allow AMC executives to speak directly to individual retail shareholders. AMC noted in a press release that its retail shareholder base has now grown beyond 3 million people, which is why the movie company is taking this new approach.

　　Today, AMC and I launch an innovative effort to communicate often with AMC shareholders. #AMCInvestorConnect gets you AMC Stubs benefits and ***SPECIAL SHAREHOLDER REWARDS*** for those who patronize AMC Theatres in the U.S. Sign up is completely free at https://t.co/b5l62CQlD0 pic.twitter.com/h42VGCCD1I

　　— Adam Aron (@CEOAdam) June 2, 2021

　　One of the benefits that AMC is giving its retail investors is a free large popcorn for their first movie screening at AMC this summer in the US. Beyond that, AMC will offer investors other free or discounted items, along with invitations to "special screenings."

　　Investors will also get to hear directly from AMC CEO Adam Aron about the latest developments to AMC's business approach, while they will additionally get "interesting information about AMC and its place in the movie ecosystem."

　　Stockholders can register for AMC Investor Connect at this website.

　　"AMC Investor Connect will put our Company in direct communication with a retail investor shareholder base that owned more than 80% of AMC at last count," Aron said. "Many of our investors have demonstrated support and confidence in AMC. We intend to communicate often with these investors, and from time to time provide them with special benefits at our theatres."

　　Aron added: "With AMC Investor Connect, that effort in relationship building will continue apace even if our shareholders now number in the millions. After all, these people are the owners of AMC, and I work for them."

　　Anyone around the world who owns AMC stock can join the AMC Investor Connect event, but the free large popcorn is only available at US theaters. The cinema chain said it's now considering options for international markets on a country-by-country basis.

　　AMC's stock price went below $2 per share earlier this year but it rallied mightily thanks in part to internet investors who bought up shares in an effort to stick it to short-sellers who were betting against AMC. A similar situation played out with GameStop.

　　AMC also this week raised $230 million to fuel its comeback as the movie market rebounds in the wake of the pandemic. GameStop, too, is looking to grow in the future and recently raised $500 million to support its various growth and expansion opportunities.