"We used to call these 'Dad Movies,'" says streaming analyst Rachel Chu. "Now we call them BTX. They cost $30 million, they make $80 million in theaters, and then they make another $50 million in licensing to Netflix or Amazon. That is a 300% ROI. Disney would kill for those margins right now."
listings, as many former Bow Tie locations now operating under the AMC brand still maintain their signature BTX auditoriums. Expand map different location btx movies
However, not everyone is bullish. Critics of the BTX model warn that the label is just a rebranding of the "Direct-to-VOD" graveyard of 2010. "We used to call these 'Dad Movies,'" says
: BTX theaters feature massive, floor-to-ceiling, and wall-to-wall screens. These screens are often described as being five to ten times larger than standard home televisions. That is a 300% ROI
For the last decade, the cinema landscape has been a tale of two extremes. On one side, you have the $200 million superhero spectacles (the "Blockbusters"). On the other, the whisper-thin, $2 million indie horrors that blow up on streaming (the "Art House").