AMC Theatres Reveals New Branding Strategy

Source: AMC Entertainment

A few months after its acquisition of Carmike Cinemas, AMC Theatres has announced a new branding strategy. During the next few months, all theatres bearing the Carmike name will be converted to the AMC name. according to The Consumerist.

The chain will then be converted into three brands:

  • AMC Theatres – This chain of approximately 400 theatres will offer amenities such as recliner seating, MacGuffins bars, and premium large format (PLF) auditoriums like IMAX, Dolby Cinema, and a new proprietary PLF, named “Prime at AMC.”
  • AMC Classic Theatres – This 200 theatre chain, will be the true successor to the Carmike Cinemas chain aimed at value customers in rural or suburban areas. It will offer Coca-Cola Freestyle machines, menu items like pretzel bites and movie nachos, refillable annual popcorn buckets and some may include MacGuffins bars and Prime at AMC. The brand logo for AMC Classic incorporates the folded “C” graphical element from the legacy Carmike brand logo and the brand is adopting Carmike’s “America’s Hometown Theatres” tagline.
  • AMC Dine-In Theatres– With 60 locations equipped with full kitchens and MacGuffins full bars, this brand will offer full-service dining and delivery to seat and/or express-pick up of AMC’s menu and beverage offerings.

For more information, you can log on to AMC’s official website.

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