Real Cinema Happens Here
AMC_Integrated Campaign
The magic of movies is gone.
79% of young adults watch movies on their phones every week (Statista, 2024). But the magic’s lost when it’s shrunk to a tiny screen. Movies aren’t meant to be passive—they’re meant to be experienced.
The movie theate isn’t just about watching—it’s about being fully immersed in the magic of movies
So we launched an integrated campaign to bring people back to the place that celebrates movie magic like no other.
AMC will remind people movies belong in theaters, not on tiny screens.
OUT OF HOME
AMC will send ushers into the wild across major cities to help these serial streamers find real cinema.
STUNT
WHO are we targeting?
AMC Ushers will ticket anyone caught streaming movies in public.
The catch? Each citation is also a free movie ticket, redeemable at any AMC theatre.
In select theatres, hidden cameras will capture moviegoers’ unscripted reactions to real cinema.
After the film, we’ll give fans the opportunity to relive their biggest movie moments.
EXPERIENTAL
We’ll share the best reactions to Instagram.
Guess the movie behind the moment, and AMC will send free tickets for you and a plus one.
SOCIAL
It’s time to ditch convenience and show people how movies are meant to be experienced.
Copywriter: Jordan Wissler
Art Director: Josh Harmon