"They have control over what trailers go up in their chains. If they really wanted to dedicate some of their promotional real estate, they can make it happen," he said.
Chinese film 'Aftershock' shakes tradition →
"It's a totally viable experiment for AMC. ['Aftershock] is a movie that already has great popularity and was made with care and quality," Mr. Phillips said. "Some audiences, even non-Chinese audiences, might be interested in films like this."