AMC Integrated Campaign
Art Direction
Participants
Art Director/ Constance Lai
Strategist/ Kelly Liang Copywriter/ Ayanna Harris
Music Produce/ Hannah Hsieh
Timeline
2017
Award
Academy of Art University Spring Show – 2018
Finalist
Art Direction
Integrated Campaign
Participants
Art Director/ Constance Lai
Strategist/ Kelly Liang Copywriter/ Ayanna Harris
Music Produce/ Hannah Hsieh
Timeline
2017
Award
Academy of Art University Spring Show – 2018
Finalist
Cherish the moment with your loved ones.
Problem
Movie theatres don’t attract crowds anymore because Hulu, Netflix, and Amazon Prime instant video make it possible to watch movies at home. 83% of 18-36 year olds watch movies in their leisure time.
Insight
Although more people are watching movies at home, they can never get that experience of being in a dark movie theatre in front of a huge screen with a large buttered popcorn. Or not even that edge of the seat excitement of clutching your friends as you scream out “don’t go in there!”
Solution
AMC will remind moviegoers of those unforgettable moments in the theatre.
01.
Announcement - Print Ads
The print ads announce that AMC has activities all year-round. They are not just a movie theatre, they can make your moments unforgettable.
02.
Love - Tinder
According to research, dating app matches increase by 6% on Valentine’s Day, so we have partnered with Tinder to bring together movie lovers. AMC is your Cupid. AMC has seats with arms that raise so that you can create love seats. Also, there is stereo surround sound because there is nothing quite like watching a story unfold on the big screen. It makes for a perfect date.
03.
Pride Love - Outdoor Activities
Pride events occur annually, and many take place around June to celebrate lesbian, gay, bisexual, and transgender culture. AMC invites you to support pride love.
How it Works
Now, just go to AMC’s official website and vote for your favorite pride movie. The movie that gets the most votes we will be shown outdoors.
The Pre-Event for Outdoor Movie Pride Event
Take a selfie and post it on your personal Twitter or Instagram account and #AMCSHARELOVE Before the movie, the selfies of the attendees will be shown on the movie screen.
04.
Family Love - PSA
According to statistics, 44% of American children come from low-income families. For these children, even watching movies become an extravagance. AMC is partnering with the “Feeding America Organization” to provide families with a holiday dinner and tickets to a movie for free at the end of December.
