Client: AMC Theatres
AMC Theatres acquired Carmike Cinemas in a 2016 deal that made the combined company the largest movie theater chain in the country. The AMC team developed the AMC CLASSIC name, logo and tagline, “America’s Hometown Theater,” and Willoughby worked together with them to develop the brand strategy and visual/verbal brand experience.
We capitalized on the shared, uniquely American memories of Friday nights, popcorn, community and family to create a warm and welcoming tone. Nostalgic colors and accents blend with a friendly, neighborly voice.
