AMC is redefining the movie going customer experience


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A Change You Might Be Comfortable With

There is an age old phrase,

“If You Can’t Beat’em, Join’em”

amc theatresOver the last two decades, the home has stolen the thunder of the movie theater. Home theaters have poached big screens, great sound and even 3D effects.

But today’s movie theater is fighting back. AMC is leading the way with an impressive Judo move. They are bringing the space and comfort of home to a theater near you.

Have a look at this two-minute video courtesy of Bloomberg:

Improving the Experience

In the past, there were no alternatives for movie seating. Everyone was relegated to coach class. In the words of New York Times reporter ,

“Like crack-prone CD cases and ponderous phone books, traditional movie theater seats were designed for an era with few alternatives. Too bad if you spent two hours elbow-negotiating with someone to secure some armrest. Too bad if it took the consent of 23 row mates to use the toilet. Too bad if the person in front of you was not incredibly short. What were you going to do: go home and watch something on your 11-inch TV?”

AMC Theaters  is now challenging the status quo. They’ve introduced red leather seats called Plush Power Recliners. And its not a publicity stunt or a trial balloon. The chain predicts that at least half of their 300 theaters will received seating upgrades over the next few years. AMC is reducing capacity in some theaters by 64%. Early signs have been positive. In places where the theaters have been renovated, ticket revenue has increased 84%.

Takeaway: Only 22% of people buy based on price. Most will pay based on the value received. Let’s look at what AMC has achieved: An improved experience, happier customers and higher sales… I think I’d be comfortable with that.

AMC reclinerToday’s Lagniappe (a little something extra added for good measure) – Red plushy recliners not enough? One AMC theater in New York City is taking it a step further with the loveseat. According to reports by the New York Post, “The AMC Loews theater on West 84th Street got a racy renovation in May, adding fully reclining red leather-like loveseats to its six auditoriums, allowing for a lot of lights, camera, action. Today, it’s become the best makeout multiplex in Manhattan. And although Hugh Jackman’s seriously unkempt talons in “The Wolverine” don’t exactly scream romance, you never know when there might be some infamously ill-timed ticket-holder passion (think Jerry Seinfeld’s “Schindler’s List” makeout session).”

Speaking of Jerry, here’s the EXTRA backstory on that infamous episode:

Republished with author's permission from original post.

Stan Phelps
Stan Phelps is the Chief Measurement Officer at 9 INCH marketing. 9 INCH helps organizations develop custom solutions around both customer and employee experience. Stan believes the 'longest and hardest nine inches' in marketing is the distance between the brain and the heart of your customer. He is the author of Purple Goldfish, Green Goldfish and Golden Goldfish.


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