While shares of AMC Entertainment (NYSE: AMC) continued to soar higher and trade near record highs, the company is seeking ways to further explore its appeal to retail investors.

Today, the Leawood-based company has announced the launch of “AMC Investor Connect” platform to further deepen communication and interaction with retail investors, who number more than 3 million strong and own more than 80% of the firm’s stock.

AMC CEO and President Adam Aron said:

“AMC Investor Connect will put our Company in direct communication with a retail investor shareholder base that owned more than 80% of AMC at last count. Many of our investors have demonstrated support and confidence in AMC. We intend to communicate often with these investors, and from time to time provide them with special benefits at our theatres. We start with a free large popcorn on us, when they attend their first movie at an AMC theatre this summer.”

Investors are encouraged to register and claim their award - a large free popcorn usable this summer when attending a movie in AMC theatres.

“With AMC Investor Connect, that effort in relationship building will continue apace even if our shareholders now number in the millions. After all, these people are the owners of AMC, and I work for them,” Aron added.

AMC stock price currently trades 37.5% higher on the day after gaining 1950% year-to-date.