AMC Theaters

AMC Entertainment Holdings Inc. also known as AMC Theatres is a movie theater chain. The acronym AMC originally was an abbreviation for American Multi-Cinema. AMC Theatres was founded in 1920 and has grown into one of the nation’s three largest movie chains, its majority shareholder being the Wanda Group. The movie theatre chain is currently headquartered in the Kansas City area. There are roughly 1,000 AMC Theatres located throughout the United States as well as parts of Europe. Some of AMC Theatres’ European locations currently include 14 different European countries, like Ireland, Sweden, Finland, Italy, and Spain (About AMC 2018). More than 350 million people around the world visit AMC Theatres’ locations each year and as a result AMC Theatres

According to Erich Schwartzel, in the article, Comfiest Seat in the House: Struggling Movie Theaters Go Upscale to Survive, “Theater attendance last year fell to its lowest level since 1995, a crisis propelled by the rise of streaming”. The internet has become a serious source of competition for many businesses, and if a business is unable to adapt in response to the rising source of coopetition, the business may not survive. Since streaming shows and videos online through companies like Netflix, Amazon Prime, and Hulu has become increasingly popular, less people are going to movie theatres in response to the ease of simply streaming movies online in the comfort of their own home. Due to a decrease in sales, AMC Theatres needs to come up with other marketing strategies to increase their sales and effectively

AMC Theatres is currently utilizing several marketing strategies in an effort to compete with online streaming competitors. The movie chain is currently in the process of renovating their theatres to spark interest and in the movie theatre experience. Reclining chairs are being installed throughout AMC’s theaters as well as an improved dining experience. With higher quality food and drink options as well as more comfortable, spacious seating, AMC Theatres hopes to provide incentive to potential movie goers, urging the public to consciously choose to view a movie at a movie theatre instead of staying at home and streaming the video. By adding reclining chairs and an increasing variety of food and beverage options to the theatres, AMC Theatres is utilizing the place and product marketing strategies. Advertising is also something that AMC Theatres is focusing on as part of their promotional marketing strategy. According to the article, AMC Theatres Focuses on Matching Mobile Content to Film Tastes, by Brielle Jaekel, AMC Theatres is attempting to create a more personalized advertising strategy through the use of social media. The movie theatre chain has a large social media presence and developed a way to show different advertisements to various segments of viewers based upon which content is being viewed on websites, like