TheBump.com and AMC Theatres Announce “Bring Your Baby Matinees” Charitable Partnership with The Will Rogers Institute
All Net Ticket Proceeds From Bring Your Baby Matinees To Be Donated To The Will Rogers Institute; Monthly Baby-Friendly Screenings Now Available At More Than 150 AMC Locations
NEW YORK (September 4, 2012) – TheBump.com (www.TheBump.com), the fastest-growing pregnancy and parenting website with more than 3 million unique visitors per month, and AMC Theatres® today announce the expansion of the Bring Your Baby Matinees program to include a partnership with the Will Rogers Institute.
Beginning with today’s screening of THE ODD LIFE OF TIMOTHY GREEN, 100 percent of the Bring Your Baby Matinees net ticket proceeds will be donated to the Will Rogers Institute, a charity dedicated to providing equipment for neonatal intensive care units nationwide and medical research and treatment of pulmonary diseases.
On the first Tuesday of every month, select AMC locations offer a fun and relaxed atmosphere for parents to meet, share advice and enjoy viewing a new flick with their babies. The program provides parents with a comfortable and early daytime setting in a baby-friendly environment, where they can park their strollers, breastfeed and socialize with other parents in a theatre that features brighter lights and lower volume. The Bring Your Baby Matinees program began in March 2012 at 61 AMC theatres and has now expanded to 151 theatres.
In addition to the program expansion, Walmart has signed on as the premier sponsor and exclusive retail program partner. Promotion of Bring Your Baby Matinees and Walmart’s partnership includes website advertising on TheBump.com and AMCTheatres.com, geo-targeted email blasts and in-theatre promotion.
“We’re incredibly thrilled with the success of the Bring Your Baby Matinees program and the positive feedback we receive from moms in attendance each month,” said Denise Favorule, executive vice president for national enterprise of XO Group Inc., parent company of TheBump.com. “Our program growth and expansion has allowed us to offer this exclusive partnership to Walmart, a brand that’s extremely important to moms who appreciate value.”
The Bump is the only multiplatform brand focused exclusively on first-time moms looking for the inside scoop on fertility, pregnancy and new mommyhood, reaching millions of moms each year through The Bump Network, including TheBump.com, Breastfeeding.com and The Bump local guide. The Bump editorial team, “born” on The Knot, provides new moms stage-by-stage advice, stylish ideas, local resources, interactive tools and a savvy online community who are obsessed with knowing about everything baby. The Bump is a part of XO Group Inc. (NYSE: XOXO;www.xogroupinc.com), formerly The Knot Inc., a global media and technology leader devoted to weddings, pregnancy and everything in between.
About AMC Theatres
AMC Theatres delivers distinctive and affordable movie-going experiences in 338 theatres with 4,865 screens. AMC has propelled industry innovation and continues today by delivering premium sight and sound, enhanced food and beverage and diverse content. AMCTheatres.com.