Adam Aron, an Abington native and CEO of AMC Theaters, is willing to go to any lengths to keep his company a meme stock for good. Felix Gillette and Eliza Ronalds-Hannon lifted the curtain on his efforts in Bloomberg.

So far, Aron has managed to keep the movie chain’s stock up and his fans happy with his antics. However, things might get harder from here.

AMC Theaters became a meme stock during the pandemic, when a legion of outside traders decided to disrupt the attempts of a subset of investors who were trying to force the company into bankruptcy.

Throughout the contention, the traders were encouraged by Aron, who started goading short sellers on Twitter. His other unorthodox moves included meme-y membership schemes and free-for-all earnings calls, along with the confusing acquisition of a 72,000-acre gold mine.

While his stunts have worked so far, Aron may need more than somewhat unorthodox social media tactics. He is concurrently navigating rising inflation, falling stocks, and accelerating economic pressure, working to keep his company afloat through all of it.

And he is confident he can do it.

Historically, he said, movie theaters have managed to weather economic downturns better than other, more expensive forms of entertainment.

Read more about Adam Aron in Bloomberg.