The ubiquitization of geek merchandise is accelerating, as AMC, the nation’s largest theater chain, revealed plans to test sales of movie-related merchandise in 2018.  The initial test will include 35 theaters, with roll-out throughout the AMC system nationally later in 2018 if the test is successful.  The effort has "strong studio support," CEO Adam Aron said in the company’s conference call.

As inspiration, Aron cited logo stores in sports stadiums, t-shirt sales at concerts, and seeing merch stores in theaters owned by Wanda in China.  "This is not a new concept, and we know that the studios have a tremendous amount of licensing deals where they're selling merchandise in retail stores around the world, and yet in a venue where you would think the enthusiasm would be highest in a movie theatre on your way out the door, we do nothing," he said.

Media and property conglomerate Dalian Wanda acquired AMC theaters in 2012 (and acquired Legendary Entertainment last year, see "Things to Come Dept.: Wanda Buys Legendary").  The company operates 661 theaters (8200 screens) in the U.S.