SUMMARY

Movie Magic is no longer a strong enough appeal to get people to go to theaters in person. We found that movies were getting replaced with the convenience of being able to watch movies at home however, watching movies in our homes makes it feel more like content compared to an event. With this in mind, we created a campaign for AMC to show how movies were made to be immersive and an event instead of passive entertainment.

ASK

Establish AMC as the central hub of the movie theater industry and attract individuals back to immersive movie experiences.


PROBLEM

Going to the movies is perceived as inconvenient in comparison to the “trendy” on-demand video option. 




Movie Theaters have lost their appeal. The child like wonder and excitement that people would get from going to see a movie on the big screen for the first time is now viewed as inconvenient. Specifically when it is going up against streaming services that all people to watch movies from their comfort of their own home.

RESEARCH TACTICS

As a team, we looked at the timeline of AMC as a business to figure out why they were slipping out of the public eye.

We started with a deep dive on the history of AMC and how they have been a theater powerhouse for over 100 years. After our extensive AMC background dive, we then asked people through casual conversation what the difference in their mind was between streaming a movie at home compared to making it an experience at their local theater.

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.

Through our conversations as a team with our friends/family/co-workers and our professors we found that streaming does provide convenience for the viewers but causes the media to feel more like video content instead of a movie event/experience. This insight of content vs event then led us to our strategy of wanting to welcome viewers back to the theater through promoting more immersive movie watching at AMC.

STRATEGY

Step Into The Silver Screen

SOLUTION

AMC CINEMANIA

Out of Home

Social

Partnership with Buzzfeed

Team Members

Taryn Spencer (ST)

Ethan Stamper (AD)

My Role

Brief Writing

Creative Concept Development