As the biggest theatrical exhibitor within the U.S. and on the planet, AMC Theatres delivers movie-going experiences to a whole bunch of tens of millions of shoppers annually. The corporate just lately revamped its beverage program in 2022, a transfer that helped it win a BevX award for within the Single-Idea Leisure class. AMC’s Macguffins Bars now spotlight flavorful, on-trend cocktails — many with ties to recognizable actors and actresses — and well-known beers and wines.
With this new menu, AMC Theatres took a deep dive into how a visitor thinks and feels after they enter a movie show — the thrill and the permissibility of treats and indulgence they’re anticipating as they look ahead to a two- to three-hour mini trip and escape to a different world.
“We appeared to those self same motion pictures that introduced our visitors to us and located widespread themes that would amplify the large display expertise all the way in which all the way down to the distinctive drinks of their fingers,” says Kelley Augspurger, supervisor of F&B product technique for AMC Theatres.
The time period “macguffin,” coined by Alfred Hitchcock, refers to a plot machine that propels a film ahead. Augspurger notes that AMC’s signature drinks focus 4 essential macguffins to drive the bar story ahead:
Icons: Basic cocktails as huge because the theater expertise.
Purple Carpet Prepared: Excessive drinks — immediately Instagrammable.
Buzzworthy: New and fascinating flavors and the
hottest developments.
Escape: No matter you want a trip from — it begins right here.
AMC additionally re-engineered the core beverage guide, highlighting cocktails by taste, with lovely pictures, together with a pull-out web page for more room to showcase drinks.
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“The most important problem for any film theatre is credibility within the bar and restaurant area,” Augspurger says. “This menu was no completely different, so we needed to work additional laborious to make sure every cocktail was not solely easy to execute, lovely and grand for our viewers, but additionally contained easy and accessible components for all theatre-goers.”
AMC’s “Film Characteristic Drink” program focuses on driving gross sales throughout key options with new cocktails that complement the film and branding. These Film Characteristic drinks have generated as much as 11% of liquor, beverage and wine income.
As AMC continues its concentrate on “We Make Films Higher,” key stakeholders in AMC — moviegoers, associates, shareholders and studio companions — can proceed to anticipate progressive and artistic methods of making certain a terrific visitor expertise on the motion pictures.
“We’re at all times wanting on the consuming habits all through our areas and different comparable environments, in addition to searching for and delivering new methods to boost the theatre expertise and delight our visitors with superb and distinctive choices,” Augspurger says.
Characteristic photograph by Krists Luhaers on Unsplash.
