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BRAND EXTENSION
MY ROLE Background Research Project Management
Strategy Development
Creative Ideation
Presentation
THE ASK
How can we elevate the moviegoing experience to both win people back from streaming services and distinguish AMC from other theatres?
THE CHALLENGE
Streaming services are alluring audiences away from theatres.
THE SOLUTION
Position AMC as the ultimate party host for fandoms to celebrate their franchises, firing up fans with unforgettable experiences they can't afford to miss.
MARKET SUMMARY
Even as the market leader, AMC is experiencing
net losses of 33M and a stock price of $4
HISTORY
AMC is the largest movie theatre chain globally and provides premium moviegoing experiences through its signature recliners, dine-in options, rewards program and cutting-edge technology, truly living by its slogan: "We Make Movies Better."
Founded in 1920, they have a long history of innovation, claiming a lot of industry
firsts: cupholder armrests, megaplexes in the US, online ticket services, circuit-wide gift cards and national in- theatre advertising.
In the wake of Covid, streaming services have surged, enticing moviegoers away from traditional theaters and showcasing the
ADVANTAGES OF STREAMING
Movie Ticket Sales
Netflix Subscribers
VS
The MOVIE THEATRE industry's response to streaming
How are other theatre chains speaking to the same consumer?
Promotion for "Wicked" (2024)
How can we elevate the moviegoing experience to both win people back from streaming services and distinguish ourselves from other theaters?
INSIGHT
Moviegoers visit theaters to immerse themselves in captivating entertainment and join an experience that allows them to escape the outside world.
In short...
STREAMING
Watching the movie
THEATRES
Experiencing the movie
What is FANVERSE?
Fanverse is an innovative platform designed to revolutionize fan engagement and the moviegoing experience by using advanced digital technologies and events.
This concept is rooted in creating a dynamic, interactive environment where fans can immerse themselves in their favorite franchises at AMC, and participate in unique experiences that extend beyond the traditional movie screening or at-home screening.
The ads for each movie and its associated in sync with the movie's released, running from January 2025 to December 2025
2025 movie ads generated in Midjourney
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OBJECTIVES
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Increase ticket sales
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Get movie lovers talking about AMC as the place to experience a film and celebrate a fandom
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KPIs: ticket sales, share of voice, brand sentiment, reach, likes, comments, and shares.
FANVERSE introduces Wicked Part II
Example of what the experiences will look like using "Wicked Part II"
An immersive gala experience featuring enchanting themed decorations, encouraged character cosplay, and signature emerald-hued or glitter-pink cocktails that transport guests into the world of Oz
Hop on your broomstick and explore the world of Oz on your own using VR! Then, use the photobooth to get your own university ID from Shiz!
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Video posts showcasing the vibrant
Wicked X Fanverse experience, featuring highlights from the themed photobooth, signature cocktails, and an immersive VR adventure.
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Thank You!
THE TEAM
Hydri Yang Strategist
Meredith Moore Experience Designer
Logan Murray Art Director
Hal Mady Copywriter
Jon Ilbay Copywriter
Green Ohlson Creative Brand Manager
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