Legion M and FilmFrog Launch Theater Alliance to Revitalize Movie Theaters with Fan-Driven Support

Legion M, the fan-owned entertainment company with more than 60,000 investors, has partnered with theatrical marketing firm FilmFrog to launch the Legion M Theater Alliance. This new network of preferred movie theaters is designed to bolster the theatrical ecosystem at a critical juncture for exhibition.

The alliance, announced exclusively by TheWrap, will initially include select locations from regional chain Cinergy Entertainment Group, as well as independent venues Springs Cinema Taphouse and Southampton Playhouse. Additional exhibitors are expected to join in the coming months, according to the companies.

How the Theater Alliance Will Work

Under the initiative, Legion M — the company behind last year’s comedy spoof “Fackham Hall” and the 2024 release “My Dead Friend Zoe” — will sponsor loyalty screenings and promote participating theaters to its nationwide community of investor-members. In return, exhibitors will highlight Legion M films, initiatives, and membership opportunities. The partners also plan to develop programming, marketing campaigns, and community-driven activations to encourage audiences to return to theaters regularly.

Statements from Leadership

“Movie theaters are at the core of Legion M’s community, as they are the place we gather for Legion M meetups, screenings, and premieres. As Legion M continues to grow our distribution capabilities, the Theater Alliance allows us to focus our efforts on exhibitors who want to partner with fans and create the sort of community experiences that bring movie-goers back to theaters time and time again.”
— Jeff Annison, Legion M co-founder and president

“FilmFrog is dedicated to connecting cinemas with fans. We’ve seen the power of the Legion M community, and love the creativity the Legion M team brings. We believe this alliance represents a huge win for exhibitors, Legion M, and most of all — movie fans.”
— Brandon Jones, FilmFrog CEO

“This is a challenging time for theaters, but with challenge comes opportunity. As the world becomes more disconnected, theaters offer a place for people to come together. Legion M is owned by over 60,000 fans, and we’re excited to lock arms with theaters and fight to ensure the theatrical experience survives and thrives.”
— Paul Scanlan, Legion M co-founder and CEO

FilmFrog’s Role in the Alliance

FilmFrog, selected by Legion M to administer the exhibitor network, will manage marketing and audience activations for participating theaters. This includes channeling Legion M’s member base into targeted campaigns, local events, and ticket sales.

Future Goals and Scalability

By leveraging its investor base and direct relationship with audiences, Legion M aims to build a repeatable model that benefits theaters, partners, and moviegoers alike. The company hopes this template can scale as more exhibitors join the alliance.