CONCEPT & IDEA
AMC Theatres' transformation extends beyond traditional cinema, creating an immersive experience that rekindles the magic of moviegoing. Through an engaging online and app experience, AMC redefines entertainment for the modern audience.
APPROACHThe strategy centers on an engaging online and app experience for both in-theater and home viewing.
The visual identity is anchored by a monogram that artfully intertwines the letters ‘A’ and ‘C,’ drawing inspiration from the timeless glow of cinema’s iconic light bulbs and the precision of a camera lens.
Introducing our new color palette, inspired by the interplay of camera and projector, and fueled by the passion, emotions, and love of every moviegoer.