AMC Amazing

The Challenge

Build brand loyalty for AMC movie theatres.

The Insight

The number one factor in choosing a movie theatre is proximity. There needed to be a reason for consumers to go out of their way to an AMC theatre.

The Idea

First create a better movie-going experience. Then an unforgettable brand to go along with it.

Creating a better theatre experience.

After AMC created a better viewing experience—complete with lounge chairs, liquor sales, and an upgraded in-theatre menu—our job was to surround moviegoers with an immersive branded experience. We developed a comprehensive brand identity system that affected everything from the parking lot to pre-show content. Our goal: to create the sense that if movies themselves had a choice, they’d rather be seen at an AMC Theatre.


Design System