AMC Theatres Targets Indie Moviegoers With Movio Deal

The theater chain will use Movio’s analytics and targeted marketing tools.
Courtesy AMC Theaters

AMC Theatres and Movio have formed a multiyear partnership aimed at promoting movies, particularly smaller-budget, indie and foreign titles. Terms of the deal were not revealed.

Beginning in July, AMC will combine data from its social media following and its loyalty program, AMC Stubs, with Movio Cinema, Movio’s analytics and targeted marketing software-as-a-service solution.

With this, personalized content such as movie trailers, movie news, special promotions, opening-date information and showtimes would be delivered across the guests’ emails, mobile devices and social media.

AMC Stubs captures information from 2.4 million households. AMC Theatres' YouTube channel has an estimated 200,000 views each day. Last fall, AMC launched YouTube show AMCi Indie Spotlight.

Said AMC chief marketing officer Stephen A. Colanero in a statement: “Movie lovers want to see great movies, but some of the best movies can get lost in the shuffle. ... This new partnership gives us the ability to use [AMC's social media base and loyalty program] to connect guests with the information and promotions they are most likely to love.”