AMC Entertainment Holdings, Inc. (NYSE: AMC) Created $ 25 Million Nationwide Ad with Oscar-winning Actress Nicole kidman celebrate the cinematic experience.
What happened: Under the brand message “AMC Theaters. We Make Movies Better. The campaign began on September 8 online and on social media and will expand September 12 to US television networks and other media platforms.
The campaign consists of multiple 15, 30 and 60 second commercials featuring Kidman at the new AMC Porter Ranch 9 in the Los Angeles market. During the commercials, Kidman comments on the emotional aspects generated by watching movies on the big screen.
“We come to AMC theaters to love, cry, take care of ourselves – because we all need it,” Kidman said in the ad, which includes brief clips from movies such as “Jurassic World,” “La La. Land “and” Credo. “
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Why it happened: This is the first multimedia advertising campaign for AMC and the first to focus on a national film exhibition channel. The campaign will also be adapted for presentation in the nine European countries where Odeon Cinema Group, owned by AMC, operates cinemas.
For AMC, the campaign is a major setback against financial experts who denigrated the viability of the company. Last week, Macquarie Capital’s Managing Director and Senior Analyst Chad Beynon lowered the stock from Neutral to Underperforming while maintaining a price target of $ 6 which was 87% below its current trading level.
The campaign also reinforces the message that the rise of streaming services will not cripple the space for movie theater operators. On Monday, AMC announced that its Labor Day weekend performance surpassed the pre-pandemic 2019 Labor Day weekend attendance level and marked its highest attendance since reopening its sites after the start. of the public health crisis.
“As we have said several times in recent times, with the billions of dollars we have raised this year, AMC is strong, and it is time for AMC to play on offense again,” said the president and CEO. general of AMC. Adam Aron.
Photo: Valérie Renée / Flickr Creative Commons
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