AMC Entertainment

Overview

Through its circuit of AMC Theatres, AMC Entertainment, Inc. operates one of the world’s largest theatrical exhibition companies with more than 5,000 theatres worldwide. AMC is the leader in modern, megaplex-style theater complexes with locations in most major markets in the United States and several countries. Headquartered in Kansas City, Missouri, AMC's theatres are the choice for millions of moviegoers each year.

Challenge

As a market leader, AMC is continually looking for ways to improve operating performance and lower operating costs associated with the production, printing, warehousing and distribution of marketing materials to its thousands of theatre locations. Accurate, just-in-time shipments are a must in this highly competitive and rapidly changing industry. Obsolete inventories, dated materials and missed opportunities become lost profits.

Strategies and Tactics

Trabon’s professionals worked closely with AMC to design a custom brand management system specifically tailored to their design, printing and fulfillment needs. Built on a framework developed in conjunction with Trabon’s sister company, Trabon Printing, the fulfillment portal was designed to take advantage of the power of the Web. The system reduced collaboration and approval steps associated with the normal marketing design and distribution process. It was critical for the new system to help the company’s marketing department increase their ability to drive performance results while protecting their valuable brand. Trabon's unique solution gave AMC an easy-to-use and seamless process which could be managed in real time.

Results

  • Greater control of the brand in a highly distributed enterprise through the use of defined user roles, permissions, tracking and approvals
  • Faster speed to results when implementing marketing campaigns and changes
  • Lower cost from greatly reduced inventory
  • Simplification by having one source for localizing, ordering and shipping
  • Improved insight from real-time access to summary reports online
  • User friendly administrative tools allow AMC’s marketing professionals the ability to easily and quickly add, change and edit materials

Application