What are we trying to do?
Show that AMC has something to offer that your couch/streaming service can’t
Phase 1
The Brief
Background
AMC Theatres is the world's largest movie exhibition company, operating approximately 900 theaters and over 10,000 screens globally.
Offers a variety of amenities, including power-recliner seats, MacGuffins bars, Dine-In Theatres, and premium large format experiences like IMAX and Dolby Cinema.
Strong loyalty program called AMC Stubs, which includes A-List, Premiere, and Insider tiers.
Target
The Armchair Psychologist
Gen Z likes the convenience of streaming movies from home.
A lot of them are in school or young professionals and have packed schedules, so going to the theatre takes quite a bit of commitment.
BUT our consumer also craves MEANINGFUL experiences that they can share and engage with. Think Taylor Swift’s Eras tour, Wicked, or Barbenheimer.
If they’re going to go the movie theatre, they better get something lasting out of it.
Phase 2
The Idea: Movies Mean Something at AMC
The Problem
Streaming is taking Gen Z’s business away from theatres.
The Solution
To take back the market, AMC needs to offer something that streaming doesn’t - a deep and meaningful experience that can be shared and remembered forever.
Phase 3
The Execution
AMC Ring
To remind everyone of the visceral, immersive feeling of watching a movie on the big screen, we’ve created the AMC Ring, available exclusively at AMC theatres.
Adenaline index (breathing)
Flinch - o - meter (sudden movements)
Chills index (body temp)
Tear scale (from teary-eyed to ugly crying)
Date night score (heart rate)
This ring will give movie-watchers insight into how movies truly make them feel — a feeling you can’t get from even the best home movie system.
Promotional Posters
These posters will appear on social media and OOH, like on billboards or sandwich boards, or storefront windows.
We’ll also hang them up inside AMC theatres.
