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AMC Announces Branding Plans for All Locations

Posted on Thursday, March 2nd, 2017 5:16 PM by Scott Jentsch


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AMC Theatres has announced a sweeping branding plan for all its locations, including those involved in the company's recent acquisitions of Carmike Cinemas and Starplex Cinemas.

Rather than hold on to legacy brands, the company will be removing all branding mentioning Loews, Starplex, Wynnsong, Carmike, Muvico, and Ovations. We've begun to see this happening already, as theaters are changing their names and web sites and social media links are being shut down or updated to reflect these changes. The AMC Stubs rewards program will replace the programs from the acquired companies.

“To ensure our guests are clear about the experience they should expect, we will be operating all of our theatres under the AMC brand,” said Stephen Colanero, Executive Vice President and Chief Marketing Officer, AMC. “Within that brand, we are communicating three distinct experiences that set clear expectations for our guests. All three of these brands promise the guest that we will give them an AMC experience at the movies.”

During the next few months, according to the press release issued by AMC, all locations will be converted to one of the following three brands:

AMC LogoAMC Theatres

About 400 locations will have the standard AMC Theatres brand, which will indicate amenities such as recliner seating, MacGuffins bars, and premium large format (PLF) auditoriums like IMAX at AMC, Dolby Cinema at AMC, and AMC’s new proprietary PLF, named "Prime at AMC."

AMC Classic Logo

AMC Classic Theatres

200 locations will carry the AMC Classic brand. These value-oriented locations will likely include many of the nearly-300 locations the company picked up in its acquisition of Carmike Cinemas, and the logo will incorporate the "folded-C" from Carmike and use Carmike's tagline of "America's Hometown Theatres" in advertising. AMC Classic locations will offer Coca-Cola Freestyle machines, menu items like pretzel bites and movie nachos, refillable annual popcorn buckets, and some may have MacGuffins bars and Prime at AMC.

AMC Dine-in Logo

AMC Dine-In Theatres

Rounding out the list are the approximately 60 locations which have kitchens. Theaters once branded as Fork and Screen, Cinema Suites, and Red Kitchen, as well as Carmike's Ovations locations. Dine-In Theatres locations will have MacGuffins bars, full-service dining, and menu and beverage offerings available at express-pick up counters and/or delivery to patron's seats.



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Please Note: These comments are submitted by the readers of The BigScreen Cinema Guide and represent their own personal opinions, and do not represent the views of The BigScreen Cinema Guide, or any of its associated entities.

Mar 7, 2017 - George Jobson VIP Member

With the closing of the Alamo Drafthouse in Kalamazoo, I was hoping that it will be replaced by AMC Dine-in or AMC Classics. As of this moment, I don't know who will replace the Drafthouse. I was hoping it would Celebration Cinema's Studio C, or I will accept AMC Dine-in.  

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