The Ask Develop a campaign that reignites the magic of movie theatres

The Problem Streaming has taken over. In-home technology is becoming cheaper and more accessible, achieving the status of “close enough to the theatres.”

Persona Oh, the modern couch potato. A vast and near infinite selection of countless shows and movies literally in the palm of their hand, displayed in front of them on their $500 TV that they bought because it was on sale during Black Friday, that struggles to play Hans Zimmer’s composition in DUNE. Potato’s roommate just came home and oh boy, do they have tea about the workday they just had, and need to tell the Potato all about it immediately, but Timmy just said that he was Paul Atreides..

Truth/Tension You can get the “same experience” at home, but you won’t hear the dishwasher at AMC

SMP Homes are for living your life, AMC let’s you live someone else’s.

Big Idea An experience beyond the screen