AMC
AMC
SUMMARY AND CAMPAIGN OVERVIEW
In a world where every movie is available at the touch of a button, AMC Theaters believes in the art of experience. The thrill of the big screen, the communal excitement, the popcorn crunch, and the lights dimming—this is where cinema truly comes alive. We embrace the unexpected, the excitement that comes with breaking the norms of the typical movie night. Whether it’s singing along to a favorite soundtrack, shouting at the villain, or even sneaking in a little extra candy, we say welcome to AMC.
THE CHALLENGE
Bring back the love for the big screen! Inspire your audience to rediscover the thrill of shared movie moments, the magic of escaping into a story together, and the unforgettable experience of the theater. Make AMC their go-to spot for creating memories that last.
THE TARGET
Zillennials (on-demand zombies) who are rotting at home on the couch with on-demand video rather than adventuring to an immersive movie-watching experience at an AMC.
THE INSIGHT
On-demand video offers convenience, but it diminishes the communal and immersive magic of the movie theater experience, making films feel more like content than events.
STRATEGY LINE
STEP INTO THE SILVER SCREEN
THE RESEARCH METHODS - BENEFITS TO BRINGING THEATERS BACK TO LIFE
Preserving a cultural tradition in the movie industry
Fostering community
Provides an immersive entertainment experience that can’t be replicated at home.
“While movie theater attendance is showing signs of recovery, it's still a slow process, and hasn't fully returned to pre-pandemic levels, with ticket sales in 2023 reaching 2.47 per person, half of pre-pandemic levels.” USA Today
The Villain….The Rise of Streaming
“As of May 2022, around 55 percent of adult internet users surveyed in the United States said a major reason why they rarely or never went to the movies was that they were more interested in watching films at home.” Statista
Our campaign starts off with some out-of-home placements introducing the new AMC experience of Cinemania, encouraging movie buffs to break all the preconceived rules…
AMC: CINEMANIA! - THE MEDIA PLAN
We show up in cities like New York City, Los Angeles, and Chicago as they are some of the biggest Zillennial cities and AMC has a HUGE presence in!
Strategically, next we launched with a social kickoff where AMC will create and post some CINEMANIA characters that our viewers can see themselves acting like during movies, furthering the activation by partnering with Buzzfeed Quizzes!
