REAL CINEMA HAPPENS HERE
for AMC
The magic of movies is dying on tiny screens. 79% of young adults watch films on their phones every week and wonder why it doesn’t hit. Movies aren’t background noise, they’re meant to be felt.
So we launched a campaign to bring people back to the one place that truly celebrates movie magic.
OUT OF HOME
AMC reminded everyone that movies belong in theaters, not on tiny screens.
STUNT
AMC sent ushers into major cities to help serial streamers find real cinema.
We partnered with Urban Dictionary to create a new word so our audience could self-diagnose like pros.
AMC Ushers ticketed anyone caught streaming movies in public.
The catch was each citation came with a free movie ticket, redeemable at any AMC theater.
In select theaters, hidden cameras captured moviegoers’ real reactions to cinema. After the film, fans got to relive their favorite big-screen moments.
EXPERIENTAL
We shared the best reactions on Instagram. Fans who guessed the movie correctly got free tickets for themselves and a friend.
SOCIAL
COPYWRITER: JORDAN WISSLER
ART DIRECTOR: JOSH HARMON