Creative Direction
The movie theatre is a romantic place. By going to the movies, you are taking the first step to reignite the spark of your relationship. Fall back in love with your partner by falling back in love with AMC.
Tagline: Fall back in love.
Print
These print ads feature AMC Dating Tips, with each headline beginning with actual relationship advice and following up with a movie-related punch line.
Alt Headlines:
1. Keep open lines of communication. Except during the movie, turn your phone off.
2. Do something adventurous. Like mixing your candy into your popcorn.
3. Dedicate more quality time. And by that, we mean showing up early for the previews.
Social Media
Individuals would tell stories about their love life on social media, asking for AMC’s advice and tagging them with #AskAMC. AMC would then answer by referencing iconic movie couples, quoting romcoms, and referring to typical romance movie tropes.
(Refers to Say Anything, Love Actually, and The Notebook)
(Refers to Big Fish)
(Refers to When Harry Met Sally)
Experiential
Event Concept 1: Movie Mixer
AMC hosts nights for adults to mingle at the bar before their movie starts. Provide guests with colored popcorn buckets that correlate to your relationship status. (Ex: red bucket: in a relationship, blue bucket: single, green bucket: complicated.)
Event Concept 2: Speed Dating
AMC hosts Speed Dating events for single individuals to find love at AMC while also falling back in love with movies. Participants would fill out questions regarding favorite movies and general movie opinions to be matched with someone who is the most “cinematically compatible”.
