We Make Movies Better
// AMC Theatres
AMC Theatres reminds moviegoers of the power stories have on the big screen
The goal was simple: help AMC Theatres launch the biggest campaign in its 101-year history with a spot as cinematic as the films that live on the big screen itself. No pressure. They gave us the line, and we made it magic, creating a reflective anthem about that irreplaceable feeling of the theatre with help from Academy Award Winner Nicole Kidman.
Not only was the campaign considered “viral” and cemented AMC Theatres into the cultural lexicon (trending on Reddit and Twitter), it also drove ticket sales considering in the first months of launching the campaign, it was their largest grossing months in their 125 year brand history.
AMC “We Make Movies Better” :60
AMC “Magic” :15
Fans across the internet reacted exactly, totally, in no way different than how we’d planned. Like turning our wardrobe into a Halloween costume, deepfaking the CEO’s face onto Nicole Kidman, actually saluting the movie screen, or being parodied by the most iconic sketch show of all time for their season premier.
Even THE Morgan Freeman got in on the action
Own the Spotlight
There’s no element more iconic to the movies than the spotlight. So we used that to illuminate everything AMC Theatres does to Make Movies Better—capturing the wonder of being here in a modern, cinematic way. Through pointed light and rich, human expression, we captured the sensorial awe of being in an AMC Theatre across every touchpoint, moment and treasure in the AMC Theatre journey. We created an ecosystem ranging from employee shirts, in-theatre printed posters, digital and social assets, to a library of photos capturing the magic the movies evoke.
