AMC Theatres to Market Movies to Audiences Based on Analytics of Individual Interest

A customer visiting AMC’s YouTube channel to watch a trailer for an indie film will receive a promotion for that title when it begins showing at the nearest AMC location

AMC Theatres is changing the way its marketing team does business in an effort to boost ticket sales for movies big and small.

The theater chain announced on Tuesday that it is partnering with marketing data analytics company Movio to tailor outreach to guests based on their to the specific moviegoing habits and interests.

The new strategy launching in July will utilize data from its loyalty program, AMC Stubs — which captures information from 2.4 million households — social media following, and and Movio’s analytics and targeted marketing Software-as-a-Service solution to connect film fans to relevant movies and theaters with personalized content.

AMC hopes the effort will succeed in connecting moviegoers with more independent and foreign language films, in particular.

For example, a customer who visits AMC’s YouTube channel to watch a trailer for an independent film can now receive a promotion for that independent movie when it begins showing at the nearest AMC location.

“Movie lovers want to see great movies, but some of the best movies can get lost in the shuffle,” AMC’s chief marketing officer Stephen Colanero said. “As an exhibitor, we’re just as happy having our theaters filled with guests watching three different independent movies on three different screens as we are with guests watching one blockbuster showing on all three screens.”

The partnership will help AMC directly reach guests who are most interested in all films, in particular, smaller-budget and independent films.

For example, a movie fan who visits AMC’s YouTube channel to watch an independent film trailer can now receive a promotion for that independent movie when it begins showing at the local AMC theatre.

“Movie lovers want to see great movies, but some of the best movies can get lost in the shuffle,” says Stephen Colanero, AMC Chief Marketing Officer. “As an exhibitor, we’re just as happy having our theatres filled with guests watching three different independent movies on three different screens as we are with guests watching one blockbuster showing on all three screens.”

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