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AMC Theatres Set To Launch Rebrand Crafted By Bailey Lauerman

Kansas City, MO. — AMC Theatres, the moviegoing destination of more than 200 million guests per year, has selected Bailey Lauerman for an internal and external branding campaign set to launch this month during the peak of summer blockbusters. In the review conducted by External View Consulting Group earlier this year, the agency was tasked to create a consistent voice for AMC, reflecting the enhanced moviegoing experience AMC delivers its guests.

"We strongly believe we provide guests a way to watch a movie that's simply unmatched," shared Stephen Colanero, EVP and CMO of AMC. "Bailey Lauerman demonstrated provocative creative thinking and a deep understanding of everything we do that makes us different in the eyes of our guests."

Bailey Lauerman developed a branding campaign focused on celebrating AMC's heightened in-theatre environment and commitment to service, which has been institutional for the company's approximately 18,500 AMC employees for many years. The work, which will be unveiled this month, is positioned around AMC amazing.

"We've expressed our already-strong brand with a new visual language and incorporated the word amazing," said Colanero. "AMC amazing says when you visit our theatres your entire entertainment experience will be one-of-a-kind. In fact, we think if movies had a choice they would prefer to be shown in an AMC theatre."

"Consumers routinely drive past the closest option to seek out the best brands in so many other categories — coffee shops and hotels for instance," observed Bailey Lauerman CMO Roman Paluta. "We're looking forward to accelerating the rate at which moviegoers take their business to AMC for a preferred, specially-branded evening of entertainment."

The review process included chemistry meetings with eight agencies. The final three agencies presented in one of AMC's theatres in Kansas City, Mo., where the company is headquartered.