(Bloomberg) -- AMC Entertainment Holdings Inc., is a favorite of meme-stock investors and Chief Executive Officer Adam Aron finds out what they -- and movie goers -- think by posting messages on Twitter almost every day and reading most of the comments he gets in return.

“It’s very helpful for me running an organization to know what my constituency cares about,” Aron said Monday on a panel at the Milken Institute Global Conference in Beverly Hills, California. “There’s a lot of learning that can go on, if you not only speak on Twitter, but you read what people are speaking back to you.”

AMC stock surged this year even when its theaters were closed or operating at limited capacity due to the pandemic. The company, the largest movie theater operator in the world, became popular on Reddit forums and with day-traders. 

The Securities and Exchange Commission has been studying the impact of such trading in shares of GameStop Corp., releasing a report Monday that analyzed the issue.

Aron, who has almost 190,000 followers on Twitter, spoke on a panel called Taming the Social Media Beast.

He said most of AMC’s shareholders were institutional investors a year ago and now some 80% are smaller, retail investors. 

“That’s why I decided to Tweet,” Aron said, adding that his posts are read an average of 1 million times and that he gets thousands of responses.

©2021 Bloomberg L.P.