Moviegoer experience just the ticket for AMC

Film Marketing Summit 2012

Consumer marketing at AMC Theaters experienced a seismic shakeup in the past three years. The theater chain, the second-largest in the U.S., ramped up involvement in digital media that connects the circuit directly with its patrons and at the same time dropped paid advertising in newspapers.

“Social media is pervasive and consumers expect brands to be in social media,” says Stephen Colanero, executive vice president and chief marketing officer at AMC Theaters who is a speaker at the Film Marketing Summit: Presented by Variety in association with Stradella Road. “We made Facebook, in particular, a priority although we participate in many social media platforms. We believe this leads to higher guest engagement and more ticket sales.”

AMC has 3.8 million reader “likes” on Facebook, leading all U.S. exhibitors. Elsewhere, the circuit’s consumer loyalty program AMC Stubs has more than 2.5 million participants who log their ticket and food/beverage purchases in an AMC database. Separately, a work-in-progress is a field trial of a mobile device app enabling paperless ticket purchases.

Besides those digital media ventures, AMC’s marketing efforts include film marathons, presenting all the best picture Oscar nominees just prior to the Academy Awards and scheduling back-to-back retrospectives of popular movie series timed boost the release of new installments, such as the “Twilight” franchise.

AMC’s digital media efforts enable the circuit to profile individual patrons and thus tailor its outgoing communications to the specific tastes of each consumer. For example, AMC Stubs members are selected for advance in-theater screening events that are, in turn, streamed online. The first such AMC Stubs Livestream Q&A brought Ridley Scott to a special AMC-only debut screening of the full trailer for “Prometheus,” and later Steven Spielberg and Daniel Day-Lewis answered questions as part of a screening of their “Lincoln” (which was followed by 10 other “Lincoln” screenings in college markets). Next up is “This Is 40” with Judd Apatow.

The streaming Q&A with talent and marathons “feed into the sense that a movie is an event,” says Colanero. “People want to be part of big events.”

Related Links:
Bear grip on digital

Popular on Variety

More Film

  • Bruce Springsteen arrives for the New

    Bruce Springsteen Returns to NJ Hometown for Surprise 'Western Stars' Introduction

    Bruce Springsteen returned to his hometown of Freehold, New Jersey to offer a surprise introduction to the first public multiplex viewing of his concert/documentary film, “Western Stars.” Dressed simply in a brown jacket, Springsteen took a moment to say a few words at the AMC Freehold 14 movie theater on Saturday night. “We knew we [...]

  • Backstage in Puglia del film SPACCAPIETRE:

    'Gomorrah' Star Salvatore Esposito Set For De Serio Twins' 'The Stonebreaker'

    Salvatore Esposito, the Italian star who plays young mob boss Genny Savastano in Italy’s hit TV series “Gomorrah,” will soon be hitting the big screen toplining upcoming drama “The Stonebreaker” by twin directorial duo Gianluca and Massimiliano De Serio, who are known internationally for “Seven Acts of Mercy.” The De Serio twins are now in post on “Stonebreaker” [...]

  • Angelina Jolie is Maleficent in Disney’s

    Box Office: 'Maleficent: Mistress of Evil' Tops 'Joker,' 'Zombieland'

    “Maleficent: Mistress of Evil” is on track to give Disney another first place finish after scoring $12.5 million in Friday’s domestic ticket sales. If estimates hold, the Angelina Jolie-led film should finish the weekend with about $38 million — well below earlier forecasts but enough to top holdover “Joker” and fellow newcomer “Zombieland: Double Tap.” [...]

  • Maelle Arnaud

    Lumière Chief Programmer Maelle Arnaud: 'Film History Doesn't Have Parity'

    LYON, France   — As the Lumière Institute’s head programmer since 2001, Maelle Arnaud helped launched the Lumière Festival in 2009 and has watched it grow in international esteem over the decade that followed. This year, the festival ran 190 films across 424 screenings in theaters all over town. The festival will come to a [...]

  • Girl with Green Eyes

    Talking Pictures TV: Bringing the Past Back to Life in the U.K.

    LYON, France – Since its launch in 2015, Talking Pictures TV has become the fastest-growing independent channel in the U.K. with a growing library of British film and TV titles that span five decades, according to founder Noel Cronin. Noel Cronin attended the Lumière Festival’s International Classic Film Market (MIFC) in Lyon, France, where he [...]

  • Wings of Desire

    German Heritage Sector Applauds Increased Digitization, Preservation Funding

    LYON, France  — Germany’s film heritage sector is celebrating a new federal and state-funded initiative launching in January that will provide €10 million ($11.15 million) a year towards the digitization and preservation of feature films. Rainer Rother, the artistic director of the Deutsche Kinemathek, outlined the plan at a panel discussion at the Lumière Festival’s [...]

  • 'QT8: Quentin Tarantino, The First Eight'

    Film Review: 'QT8: Quentin Tarantino, The First Eight'

    In one of the intermittent revealing moments in “QT8: Quentin Tarantino, The First Eight,” a documentary about the films of Quentin Tarantino that’s like a familiar but tasty sundae for Quentin fans, we see Tarantino on the set of “Pulp Fiction,” shooting the iconic dance contest at Jack Rabbit Slim’s. As John Travolta and Uma [...]

More From Our Brands

Access exclusive content