C O M PA N Y

AMC Theatres is the largest movie exhibition company in the world, operating close to 1,000
theatres and serving over 350 million guests every year. Since 1920, AMC has continued
to revolutionize the cinema industry — from pioneering online ticketing and stadium-style
seating to launching the industry’s first rewards program, AMC Stubs, which is loved by over
20 million loyal moviegoers.
I N D U ST RY
Entertainment
PRODUCTS
Mobile App Push Notifications, Automation, In-app Automation, Personalization,
Performance Analytics, Professional Services

AMC Theatres Incorporates Airship

Into Its Winning Mobile-First Strategy
Now more than ever, the movie-going public is looking for an experience when they
head to the theatre — colossal screens, cushy seats, fine dining — and meeting the
public’s expectation for mobile convenience is increasingly critical.

AMC Theatres completely revamped its mobile app in 2016, allowing customers to
browse showtimes, buy tickets and order restaurant-quality meals at participating
locations. Today, roughly half of all AMC tickets are purchased digitally primarily
using smartphones and tablets, and the company’s online systems are all tightly
integrated with its AMC Stubs rewards program — building customer loyalty with
every visit.

With its early successes, AMC wanted to increase mobile engagement while
continuing to grow in-app ticket and concession sales. “We were looking for
opportunities to enhance our customers’ experience by letting them know what’s
available to them when they get to the theatre or when tickets go on sale for a big
title,” said Kelly Hayse, Director of Push Marketing.
CHALLENGE

AMC Theatres wanted to amplify early successes with its mobile app by increasing user
R E S U LT S
engagement and in-app sales.

SOLUTION

• Implemented Airship Mobile App Push Notifications to welcome new users into the
AMC app experience, alerting them of upcoming releases and promote concessions

• Integrated geofencing technology to trigger location-based alerts Increased in-app

ticket and concession
• Uses rich notifications and landing pages to deliver engaging marketing messages and sales through
strategic push
drive increased conversions
marketing
• Worked with Professional Services to build a successful roadmap

Grew app traffic by

deep linking to special
offers and release
announcements

Improved retention
through automated
messaging that
reinforces the benefits
of using the app
 A M C S U C C ES S STO RY

DELIVER STRATEGIC ALERTS AT THE RIGHT TIMES AND PLACES

AMC engages mobile users from the get-go, using Airship to automate
a series of welcome messages to reinforce the benefits of using the
app. Once users make their first ticket purchase, Airship sends preshow
notifications to help the theatre grow concession sales. AMC integrated
geofencing technology with Airship to trigger notifications when users “We were looking for a
are nearby. “The most relevant time to talk about popcorn is when
they’re getting ready to go into the theatre, so our ability to align that
provider that we could grow
messaging at that precise time is very impactful,” said Hayse. into. With Airship, we can
DRIVE CUSTOMER ACTION WITH RICH NOTIFICATIONS AND make customizations when
LANDING PAGES we need to, but we can also
Using Airship’s rich notification capabilities, AMC is able to transcend
strict character restraints to deliver engaging alerts with images and utilize a lot of out-of-the-
video—ideal for showcasing trailers. After grabbing their attention, AMC box functionality that is
deep links users into the app to buy tickets. “We’ve seen an increase in
conversions since customers see how easy it is to go from a notification constantly being upgraded.”
to purchasing in the app,” Hayse said. For marketing messages that
require more space, AMC uses Airship templates to rapidly build out Kelly Hayse
landing pages that are customizable to fit almost any need. Director of Push Marketing

RETAIN USERS WITH TIMELY MESSAGING

Even repeat theatre customers have a tendency to disengage in between
visits, particularly if they’re not keeping tabs on new movies scheduled
to debut. AMC uses Airship to re-engage inactive users by sending
timely, automated messages. “Being able to share fun content through
Airship Mobile App Push Notifications is a real benefit for us,” said
Hayse. “And we think by letting users be the first to know when a new
trailer drops or tickets go on sale helps to retain them.”
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AMC worked with the Professional Services team to help set priorities,
guide future developments and dive deeper into the most impactful
metrics. “It was exactly what we were hoping for — very thoughtful and
organized, and everything was planned out ahead of time by Airship.”

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