The magic of movies is gone.
79% of young adults watch movies on their phones every week (Statista, 2024). But the magic’s lost when it’s shrunk to a tiny screen. Movies aren’t meant to be passive—they’re meant to be experienced.
The movie theatre’s not just about watching—it’s about being fully immersed in the magic of movies.
So we launched an integrated campaign to bring people back to the place that celebrates movie magic like no other.
We’ll hit busy cities with OOH ads to remind people—movies belong in theatres—not on tiny screens.
Who are we targeting?
We’ll unleash ushers across major cities to help these serial streamers find real cinema.
These ushers will ticket anyone caught streaming movies in public.
The catch?
Each citation is also a free movie ticket, redeemable at any AMC theatre.
In select theatres, hidden cameras will capture moviegoers’ unscripted reactions to real cinema.
After the film, we’ll give fans the opportunity to relive their biggest movie moments.
We’ll share the best reactions to Instagram.
Guess the movie behind the moment, and we’ll send you free tickets for you and a plus one.
It’s time to ditch convenience and show people how movies are meant to be experienced.
Art Director: Josh Harmon
Check out our full pitch deck below!
