NBC Sports Delivers Live Milan Olympics at AMC Theatres
AMC Theatres and NBCUniversal have teamed up to bring live coverage of the 2026 Milan-Cortina Olympics to over 150 AMC locations across the United States. This collaboration is set to run from February 6 to February 22, featuring a variety of sports including figure skating, skiing, snowboarding, hockey, and speed skating.
Live Coverage Details
The initiative aims to attract moviegoers by offering exclusive Olympic experiences in theaters. A promotional trailer for the Milan Olympics is already being showcased at AMC locations, further generating excitement.
Comparison to Previous Olympics
This deal marks a significant expansion from the previous partnership for the 2024 Paris Olympics, which involved only 110 AMC locations. The increased number of participating venues is a strategic move to enhance viewer engagement and theater attendance.
Looking Ahead to 2026
The theatrical industry is optimistic for a resurgence in 2026. The healthcare crisis in 2025 led to a disappointing year for box office earnings, not reaching pre-pandemic levels. Therefore, events like the Olympics provide crucial content that can complement traditional movie offerings.
The Role of Live Sports
- Live sports help fill theater seats.
- The NFL remains a sought-after broadcast option, although not yet available in theaters.
- NBC aims to elevate the Olympics experience, connecting it with major American sports events.
NBC’s strategy includes branding February as “Legendary February,” aligning high-profile events like the Super Bowl and the NBA All-Star Game with the Olympic festivities. This innovative approach seeks to create a vibrant social atmosphere around the Olympics.
In conclusion, this partnership between AMC Theatres and NBCUniversal not only expands the reach of the Olympic Games but also revitalizes the theater experience through live sports. As the dates approach, excitement is building for this unprecedented event in movie theaters.
