AMC Entertainment Holdings on 9 August detailed changes coming to its theatres, such as accepting bitcoin, that are aimed at appealing to its army of Reddit investors.

Chief executive Adam Aron used the company’s earnings call, which is typically little more than a staid recitation of quarterly finances, to engender goodwill with his new shareholder base, a collection of thousands of meme-stock enthusiasts who have boosted AMC shares to record levels.