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AMC Theatres Grand Opening
Local/Awareness Campaign
 

AMC Theatres planned to open a new megaplex theatre as part of renovations to Valley View Center, a landmark Dallas shopping mall. Striving to ensure that the opening stood out in a large and competitive market with dozens of movie theaters and shopping malls, both AMC and Valley View turned to Lovell Public Relations (LPR).  Through the development of strategic partnerships and a series of unique grand opening events – from a “Movie and a Makeover” with a national TV host to a “Cans Film Festival” benefiting a local food bank – LPR helped to garner attention and drive traffic to the new AMC Valley View 16 Theatre while also showcasing both companies’ commitment to the local community.
 
Challenges
Showcase the new theatre in a competitive retail and entertainment market.
Raise awareness of the theatre as well as mall services and amenities, thereby driving traffic/sales.
Reinforce AMC Theatres and Valley View Center’s commitment to the community.
   
Strategies/Tactics
Worked with AMC Theatres and Valley View Center to create a communications plan to promote the grand opening through opening weekend and beyond
Enhanced the opening by aligning creative cross-promotions and securing partnerships with charities and media sponsors such as TBS Superstation, as well as local celebrities and TV personalities, and a proclamation from the mayor
Created and coordinated a series of grand opening events: a VIP reception and sneak peek movie night, a “Movie and A Makeover” fashion show with the national TBS show host Mia Butler, a “Cans Film Festival” benefiting North Texas Food Bank, a new merit badge and movie day for the Tejas Girl Scouts Council, and a grand opening “ticket tearing” featuring a free autograph session with Dallas Cowboys players.
   
Results
Increased mall traffic by approximately 10 percent during theatre opening weekend; secured more than 1,500 attendees with opening events.
Generated news media coverage reaching an audience of more than 5 million, including 10 placements in The Dallas Morning News, several TV and radio segments, and attention by national trade/marketing publications.
Secured valuable attention through cross-promotions with TBS Superstation/Comcast and local 102.1 FM radio.
Provided community support, including more than 1,000 canned food items collected for the North Texas Food Bank and 1,000 movie passes donated by AMC and Valley View for the Girl Scouts’ summer programs.
Developed opportunities and secured participation by several local celebrities and community leaders.
 
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The AMC Valley View 16 grand opening featured events like the "Movie & a Makeover" fashion show, hosted by TBS Superstation's Mia Butler.