Final Report

MCOM 330

Dr.Rhee

December 2, 2023.
 Research Findings

Interview Findings

From our one-on-one interviews, we were able to gather key insights that highlight

important aspects of AMC and the movie-going experience as a whole. Firstly, we found that the

desire to be immersed in a movie plays a huge role in the decision-making process. One of our

interviewees stated, “ The big screens, intense surround sound speakers, and comfortable seats

add to my immersion . . . making me want to go to a theatre for a movie that I’m interested in”.

Shows the driving force for consumers who wish to be deeply immersed in a movie they’re

excited to see. Furthermore, this excitement to see the movie is another key observation. In most

of our participants, we found that advertisements played a huge role in creating this desire to be

immersed, with one participant mentioning “I only go to see a movie in the theatre If I see a

movie that gets me excited”, exemplifying this sentiment. This information shows

advertisements to be the first step in the consumer’s purchasing process, as they are the source of

this excitement. Our findings also showed that when deciding to attend a theatre most

participants only visit the theatre for social outings. This can be seen through this quote, “If I go

to the movies it’s to go on a date or with all my friends”. Showing the theatre to be a social

experience. In addition, we observed that this social experience is typically limited to a few

times. Only going to the movies on specific or ”special” days. One of our participants stated that

“My family and I usually save the movie theaters for a rainy day or for a fun time with the

grandparents”. Adding on to this exploration of the consumers’ decision-making process is

possibly one of the most crucial aspects, the price. All of our participants agreed that tickets were

too high, likely because they were all students. However, this belief is shared by many people,
making it non-ignorable. A common trend we found concerning price is the favoring of half-off

movie days, with most participants saying something along the lines of, “I usually only go to the

movies on Tuesdays because of the discounted tickets”. Finally, the reviews posted amongst film

rating sites, critiques, and celebrities all play a big role in the decision-making process. Half of

our interviewees made their comments noting that the reviews of a movie matter a lot to them, as

can be seen through this statement from one of our participants, who said, “If like a movie has

below 60% on Rotten Tomatoes it isn’t worth my time”. Highlighting the importance of positive

reception from a movie's audience, and the power it gives in driving people to the theatres.

Focus Group Findings

● Most people aren’t loyal to any specific cinema company.“A movie theater is just a

movie theater.”

● The fact that there are no “neck-breaking front-row seats”, makes walk-ins risk-free.

● AMC is seen as“Boujee” with its high prices- causing a negative stigma regarding the

prices of tickets and Concessions.

● “AMCs are usually surrounded by malls or shops” making them more desirable.”

● The Nichola Kidman introduction advertisement is “Kind of cringe”.

● AMC’s reward programs are viewed as “flopping”.

The focus group provided our group with various opinions on AMC that show the brand's

standing in our generation specifically. The most important insight that we found while

conducting the focus group was that “A movie theater is just a movie theater,” meaning that

people rarely differentiate between theaters, it mostly comes down to the convenience of access.

A slight deterrent for moviegoers was when going to a crowded movie, without reserving a seat,

there is the possibility of sitting in the, “Neck-breaking front row seats.” We found AMC is
considered “Boujee” because of the high prices for tickets specifically concessions, which causes

a negative perception amongst consumers. People were willing to forgive the high prices because

“AMC’s are usually surrounded by malls or shops,” “ making them more desirable.” A common

trend that we noticed was that AMC’s rewards programs have a negative stigma associated with

them. Whether it’s the lack of any good rewards or the inaccessibility of the membership portal,

they could improve, one of our focus group participants even said the rewards program was

“flopping.”

Insights

Insights of each RQs

● Description of AMC to someone who has never been — Some people know AMC

primarily as the company that “succeeded during COVID-19 through meme stock”.

● Description of AMC to someone who has never been- AMC’s reward program is viewed

as “Flopping”

a. This reward program and AMC as a whole face scrutiny due to the fact that one

must purchase a membership to receive refills on popcorn and soda. Which most

other cinema companies don’t adhere to.

● Expanded Description of AMC to someone who has never been – Better ambiance such

as the vibrant red lights inside some AMC theatres and renovations make it both desirable

and memorable.

a. A theme allows people to recall theatres more easily, for example, “The

Egyptian-themed Cinemark in Arundel Mills.”

b. However, since some AMC theatres aren’t up to date this creates variations in the

opinions of theatre quality, throughout areas where AMC has locations.

 ● Concessions question – Most believe the prices of concessions are too high, however,

since attending a theatre is a rare occasion some will pay to indulge in their favorite

snacks.

a. Our focus group believed it a good idea to partner with a fast food company,

allowing outside food from the said company inside the theatre.

● How would you change AMC question – All participants agreed that the standard prices

for tickets were too high for frequent attending.

a. In addition, the prices for popcorn, snacks, beverages, and the reward program are

too high.

● Other changes include the promotion of “Wet and Dry Theatres” and a “Blanket Friendly

Zone”

Marketing Strategy

Positioning Statement

“For Gen-Z who are in college, AMC is the only one that delivers an ordinary

movie-going experience unlike any other because only AMC delivers a high quality and original

experience.”

For our Marketing Strategy, we will use in-theater signage, digital displays, and pre-show

announcements to showcase the commitment to a high-end experience. We can also Implement

targeted student discounts or loyalty programs specifically tailored to college students. This

could include student discounted ticket prices, or special screenings exclusive to AMC.

Implementing happy hours specifically designed to cater to college students' schedules, perhaps

coinciding with matinee showings or midweek screenings. Lastly, Introduce student discounts on

both movie tickets and bar offerings to make the combined experience more affordable for the
college audience. Ideally, we can develop an interactive and engaging bar menu that

complements the themes of current movie releases. And include QR codes on menus that link to

trailers, exclusive content, or information about the films, enhancing the connection between the

movie and the beverage experience.

Target Audience Profile

Our primary audience consists of college students seeking alternatives to their usual,

repetitive weekend routines. We aim to attract the attention of individuals looking to redefine

social norms by embracing an unconventional setting to host their social gatherings and activities

and changing the traditional idea of college students’ weekend entertainment.

We seek to attract consumers who want an inviting atmosphere tailored specifically for

the comfort of college students. We want our target audience to not only enjoy a great film with

friends but feel at ease enough to grab a drink and truly be themselves. AMC can go beyond the

traditional cinema experience encouraging those to feel comfortable to laugh out loud and

scream at jump scares.

Our insights show consumers don’t typically pay attention to the movie theater company,

as most movie theater experiences don’t stand out/differ from their competitors. We will focus on

those individuals who prioritize the convenience of locations of movie theaters over brand

loyalty. We will provide an experience that surpasses that of another movie theater, winning their

favor for our brand, AMC.

 Advertising Strategy

Main message

The main message is that we want our customers to know that they can come to the

movies and it not be “just the same old movies”. At AMC, we provide a unique experience by

providing comfort and a good time that you just can't get at other theaters. We want people to

come to our theaters and feel comfortable enough to sit down, converse, and enjoy a good movie

just as if they were at home. We create these experiences by providing comfortable reclining

seats, large IMAX screens, open lounge areas, and alcoholic beverages.

Our advertising strategy will include launching social media campaigns showcasing the

AMC bar as a trendy and social destination for college students. Utilize platforms like Instagram

and TikTok to share visually appealing content, such as mixology tutorials, bartender spotlights,

and user-generated content of students enjoying drinks at the bar. And encourage student

ambassadors to share their experiences, host meetups at the bar, and generate buzz around the

unique combination of drinks and movies at AMC.

Attributes

● All-in-one-fun: Once you go to AMC, you get an all-in-one experience with drinks,

food, friends/ family, and entertainment for the price of one. Instead of going to multiple

locations, it is all in one place.

● Comfort: AMC is committed to comfort:

○ AMC to make all guests feel comfortable

○ Assists those with hearing and vision impairments - devices to amplify audio,

provide narrations of movies, offers closed captioning

○ Allows service animals

 ○ Offers places to breastfeed privately and public breastfeeding is allowed

○ AMC Safe & Clean - cleaning protocol to protect the health and safety of the

public

● High-end: AMC has technological features that set them apart. AMC often invests in

premium theater formats to enhance the moviegoing experience. This includes

technologies like IMAX, Dolby Cinema, and RealD 3D, providing viewers with options

for enhanced audio and visual quality.

Benefits

● The feeling to be different. To be not be ordinary and just like everyone else.

Instead going to the bars like everyone. College students will feel as if they are

better than their peer buy going to AMC to have a better experience

Creative Brief

The Richards Group Creative Brief – AMC Theaters

Why are we advertising?

To increase customer loyalty to AMC over competing theaters.

Whom are we talking to?

College students.

What do they currently think?

“A movie theater is a movie theater.”

 What would we like them to think?

When choosing a theater to not base the decision of off proximity or other determining

factors, but off of sheer loyalty and the expected consistent and unique experience of AMC.

What is the single most persuasive idea we can convey?

AMC is the theater an individual will go to as a social outing with friends.

Why should they believe it?

Our strategy of adding alcohol into the movie going experience will attract college

students and friends, creating a light sociable atmosphere – free to laugh at comedies, free to

scream in horror movie jump scares, free to be you.

When and where is the target most receptive to our message?

College students are looking to steer away from their typical weekend plans of bar

hopping, happy hour, etc.

Are there any creative guidelines?

Advertisements must show you can feel the same euphoric feeling that you may feel

with friends at a typical college social outing i.e. a party, a bar, etc. from AMC
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