What can AMC learn from its core customers to improve ticket sales?
Situation: The movie theater industry must evolve to survive in the post-pandemic world. With competition from streaming services and changing consumer preferences, AMC is challenged to maintain its relevance and increase moviegoer frequency.
Insight 1:
Younger audiences, particularly Millennials and Gen Z, are the most frequent moviegoers, with an even gender split. Attendance drops as people age, and families with children visit theaters more often than couples without kids. Movie theaters are distributed along population patterns. Cost is the primary barrier across all demographics.
Insight 2:
The theater experience remains irreplaceable. The “Frequent Movie Goers,” defined by seeing 4+ movies, are represented by every demographic and contribute to the bulk of ticket sales. Creating a diverse and social viewing environment will satisfy their desire for connection, entertainment, and especially the “Big Screen.”
Solution: AMC should diversify its offerings beyond traditional movie screenings by introducing a broader range of experiences, including e-sports, live sporting events, concert films, and comedy specials. Theaters should incorporate cutting-edge VR technology and cater to smaller, more intimate groups to become a destination for movies, gaming, immersive tech experiences, and socializing.
