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This weekend, Regretting You,<\/em> the second Colleen Hoover<\/strong> book-to-movie adaptation following last year\u2019s tumultuous release of It Ends With Us<\/em><\/a>,<\/em> heads to theaters. Written by Susan McMartin<\/strong> and directed by The Fault in Our Stars<\/em>\u2019 Josh Boone,<\/strong> the film centers on two star-crossed couples\u2014Morgan (Allison Williams<\/strong><\/a>) and Jonah (Dave Franco<\/strong><\/a>), as well as Morgan\u2019s teen daughter Clara (Mckenna Grace<\/strong>) and her classmate Miller (Mason Thames<\/strong>), who works at his local AMC Theater. His job isn\u2019t integral to the movie\u2019s soapy romance plot\u2014yet the theater chain\u2019s logo is splashed across multiple scenes.<\/p>\n There are plenty of other sponcon moments in Regretting You:<\/em> lingering shots of Starry soda, a storyline lifted from the book involving Jolly Ranchers, and repeated scenes where Williams\u2019s character watches Real Housewives of Salt Lake City.<\/em> (RHOSLC<\/em> star Heather Gay<\/strong> recently hosted a screening<\/a> for the movie in her Utah hometown.) But AMC\u2019s integration into the movie feels far more brazen. Some of the most pivotal points in Clara and Miller\u2019s relationship take place within the theater\u2019s walls\u2014most memorably, a scene where Clara halts their makeout session (again, at Miller\u2019s place of work), to declare that she\u2019s a virgin as Clueless<\/em> plays onscreen. (The obvious virgin-who-can\u2019t-drive joke goes unsaid in the movie.)<\/p>\n AMC has also announced a Regretting You<\/em> sweepstakes<\/a>, hosted specially themed screenings<\/a>, and promoted<\/a> the movie on social media<\/a>.<\/em> Reddit users picked up on<\/a> the AMC promotion from the trailer alone\u2014and so have multiple film critics since watching the movie. \u201cA truly deranged amount of AMC product placement,\u201d wrote Indie Wire<\/a>, with The Hollywood Reporter<\/em><\/a> calling the integration \u201cagonizingly unsubtle\u201d in nature. That review also notes the multiple \u201cParamount plugs,\u201d particularly in relation to Miller\u2019s love of movies. His teenage bedroom is practically a shrine to Paramount Pictures releases of yesteryear\u2014some more realistic for an adolescent boy to idolize (Ferris Bueller\u2019s Day Off, Patriot Games<\/em>) than others (who showed this kid Terms of Endearment<\/em>?).<\/p>\n Vanity Fair<\/em> has reached out to representatives for both Paramount Pictures and AMC Theatres, but has yet to hear back about the terms of a potential partnership. But it\u2019s not hard to draw the connection, given that AMC Entertainment CEO Adam Aron<\/strong> said<\/a> that he expects Paramount to increase its theatrical release slate under the leadership of chairman and CEO David Ellison<\/strong> following the company\u2019s sale to Ellison\u2019s Skydance Media in August. Ellison told CNBC<\/a> at the time that \u201cwe\u2019re going to invest into our studios business\u201d with Paramount releasing 6 to 8 movies next year, and increasing to 15 in 2027.<\/p>\n<\/div>\n