STRATEGY • ART DIRECTION • VOICE • CAMPAIGN • COPYWRITING • DESIGN • POINT OF SALE • DIGITAL

AMC Theatres acquired Carmike Cinemas in a 2016 deal that made the combined company the largest movie theater chain in the country. To weave this new acquisition into the AMC family, while keeping the local and approachable feel Carmike audiences expect, the majority of these properties have been converted to AMC Classic Theatres.

The AMC team developed the AMC CLASSIC name, logo and tagline, “America’s Hometown Theater,” and we worked together to develop the brand strategy and visual/verbal brand experience.

“America’s Hometown Theatres” became the foundation for the strategy, voice and art direction. We capitalized on the shared, uniquely American memories of Friday nights, popcorn, community and family to create a warm and welcoming tone. Nostalgic, but fresh, colors and accents blend with a friendly, neighborly voice.

Food and beverage assets make use of existing AMC photography so AMC CLASSIC guests know they can enjoy the same high-quality movie treats.

The final deliverable was a brand strategy platform and verbal/visual kit of parts that the AMC internal team can use to roll out internal and external brand communications across all interfaces.