Bring back the love for the big screen by getting Gen Z and millennials into AMC Theaters.
The Ask
The Problem
Streaming services have become the go to choice for watching movies due to convenience.
Streaming offers a wide variety of movies and more for consumers to choose from to match whatever they’re in the mood for, new or old.
But with the increasing number of streaming platforms and changes within them comes a new feeling: subscription fatigue.
Streaming Services Shortcomings
More than half of surveyed consumers described feeling overwhelmed by the number of subscription video services available.
Too Many Services
Source: Civic Science
Services have changed their policies and subscription models leading to frustration among consumers.
Subscription Changes
The average person is spending about 5 days per year just trying to pick what to stream.
Endless Scrolling
Source: Talker Research
It turns out that Millennials ranging from age 25 to 44 are the most likely to have scaled back their number of subscriptions, while Gen Z adults are the most likely to say they plan to do so.
It’s no surprise people are feeling this way as so many decisions are being added onto the at home movie experience.
AMC has an existing solution for the decision fatigue, but it’s being underutilized
AMC Screen Unseen
An early screening of an upcoming movie at a discounted price. The only details you get to know are the movie rating, runtime and showtime.
This offer also encourages user generated content by inviting guests to share their thoughts with #AMCScreenUnseen on Instagram for a chance to win a prize pack.
However, screens are going unseen due to lack of awareness for this offer
The Cultural Context
Beyond streaming fatigue, many movie fans have issues with movie trailers giving away too much of the plot. A lot of people choose to skip out on trailers now, showing that movie goers like to be surprised.
The anticipation that comes with waiting for an event can bring just as much joy as the actual event according to Psychology Today.
We can see this reflected in consumer behavior across various scales of mystery style purchases.
Collectible unboxings
Curated thrift bundle boxes
Vacation trips
Insight
Not having to make a decision enhances the excitement for what’s to come (and not the frustration).
Strategy: Embrace the Thrill of the Unknown
With the current landscape of decision fatigue, it’s the right time to embrace AMC’s decision-less movie screenings.
The Creative Idea
Blind Date with a Movie
Thought Starters for the Creatives to Consider
What would a date with a different genre feel like?
Disappointment may happen, making you wanna walk out of the theater, similar to a walk of shame. How can we mend those broken hearts?
Could we leverage brand partnerships with dating apps to encourage “swiping” on a movie dates instead.