AMC Theatres to Broadcast Live Milan Olympics Coverage

In-Depth Analysis

AMC Theatres and NBCUniversal are joining forces to broadcast the 2026 Milan-Cortina Olympics live in theaters. This deal significantly expands their previous partnership during the 2024 Paris Olympics. With over 150 AMC locations participating, viewers can enjoy live daytime coverage of various sports, including figure skating, skiing, snowboarding, and hockey.

This initiative arrives as movie theaters explore alternative content options to draw audiences. Live sports broadcasts offer a complementary experience to traditional movie screenings, potentially filling seats and driving revenue. NBC is also leveraging the Olympics to create a broader 'Legendary February' event, linking it with other major sporting events like the Super Bowl and NBA All-Star Game.

While Michael Jordan's appearances on NBC have been pre-taped and somewhat underwhelming, according to Mike Tirico, the network hopes live sports and the Olympics will drive new viewership.

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FAQ

Which AMC locations will show the Olympics?

More than 150 AMC locations across the U.S. will participate.

What sports will be covered?

Figure skating, skiing, snowboarding, hockey, speed skating, and more.

When will the coverage take place?

Between February 6-22, 2026.

Takeaways

Movie theaters are exploring new content formats, like live sports, to attract audiences.
The 2026 Milan-Cortina Olympics will be broadcast live in select AMC Theatres.
NBCUniversal is aiming to create a major sports event in February by linking the Olympics with the Super Bowl and NBA All-Star Game.

Discussion

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Sources

NBC Sports Bringing Live Milan Olympics Coverage to AMC Theatres NBC Sports Bringing Live Milan Olympics Coverage to AMC Theatres Michael Jordan's pre-taped NBC appearances 'probably not' what everyone wanted, Mike Tirico admits

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