AMC | Theatre Experience Rethink
 

AMC had recently rebranded and needed to ensure its "AMC Amazing" tagline reflected an equally amazing experience. We were brought in to enhance the journey from ticket purchase to the start of the film.

After interviewing 120 guests across eight theaters and visiting three competitors, we identified key areas for improvement:

• Guests struggle with selecting and deselecting movies.

• Self-service options aren’t user-friendly or well-integrated.

• Personalization for AMC Stubs members is lacking.

• The ticketing process feels transactional, not magical.

We recommended enhancing self-service within theaters, synchronizing mobile tech, and empowering staff to create unique, memorable experiences. By leveraging data and personalization, AMC could offer a more intuitive and meaningful experience, with social media playing a key role in sharing that impact.

We used User Experience Mapping (USEMap) to understand guest interactions and behaviors in the theater, especially around ticketing. This observational approach helped us identify opportunities for improvement and create solutions aligned with AMC’s brand goals. Through this process, we developed a benchmark for a more seamless and engaging guest experience.