BRANDING & ACQUISITION MANAGEMENT: AMC Classic and 3-Brand Strategy

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As a Vice President of Marketing for AMC Theatres, I led food & beverage marketing, Dine-In Theatres marketing and brand strategy over the course of 10+years from 2009-2019.

In 2016, AMC Theatres acquired Carmike Cinemas, forming the largest movie theater chain in the U.S.

To integrate the Carmike locations while preserving their local, approachable charm while also setting experience expectations for guests on what to expect, many were rebranded as AMC Classic.

💡The AMC Classic name, logo, and tagline — “America’s Hometown Theatres” — were developed to reflect a sense of community and familiarity.

💡Collaborated with Willoughby Design on brand strategy, positioning, and the full visual/verbal identity system.

💡Brand tone focused on evoking shared American traditions: movie nights, popcorn, family, and local hospitality.

💡A nostalgic aesthetic guided the design — warm colors, inviting language, and a neighborly voice created a welcoming experience.