AMC - Beverage Executive Symposium

AMC Theatres
… Yes,
We Are Bars &
Restaurants
MacGuffins Bar & Lounge
Marketing
Tonya Mangels
Vice President, Food &
Beverage Marketing
August 2014
MacGuffins • Locations
LBW Sales
+65% DLY ‘13-14
AMC by the Numbers:
•  342 theatres, approximately 200 million guests each year
•  AMC’s food & beverage operations, represent a Top 60 U.S. restaurant chain
•  AMC listed on the New York Stock Exchange in Dec. 2013
15 DIT Macguffin’s locations:
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MacGuffins bar is always included in a DIT build
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The majority of the drink orders come from inside the theatre, however guests can still
order drinks and food at the bar
60 “Mini” MacGuffins locations
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Mini-Mac bars are add-on amenities for traditional locations
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Product line-up can be significantly less than a DIT due to space constraints
20 New Locations to-date in 2014
MacGuffins bars are located in 18
states . . . . and growing!
2
AMC Dine-In Theatres
Concept Awareness & Understanding
Engaging our guests through many touchpoints
We aim balance creating awareness of the new
offerings with promotional news to keep messaging
fresh through our media channels & marketing assets.
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On-screen and web video
MacGuffins page & AMC Theatres website
In-theatre standees, posters, and extenders
Social and Direct channels
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Media Asset Highlights
On-screen
200 million ATT
amctheatres.com
! 
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Avg 9.4 million visits per month
YouTube
165K Subscribers.
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Facebook
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4.5M fans
Twitter
!  235K followers. 1M+ monthly
impressions
Digital menuboards
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Email, App & Loyalty
4.7 million+ email subscribers
2.6 million+ AMC Stubs members
3 million App download
Partnership Optimization• Seven Psychopaths Promotion
Drink Promotion – Studio Partnerships
Drink: Don’t Give a Shih Tzu
Offer:
Buy our feature drink “Don’t Give a Shih Tzu” and get
a collectible Seven Psychopaths shot glass for FREE!
Seven collectible shot glasses. Must be 21+ to
purchase.
Results:
•  31.02% of drinks sold at Mini-Mac locations during
promo period, one of the highest ever
•  Best selling location had almost 50% of drinks
as themed drink special.
•  23 locations
•  5,500 drinks sold in a 2 week window
•  Over $50K revenue
•  Even though the title was not well known, it
performed at or above similar drinks for blockbuster Iron Man
“Glow Reactor”
titles.
Limited Time Offers
Seasonal campaigns delight the guest and increase revenue
Limited Time Offers
Seasonal campaigns delight the guest and increase revenue
Partnership Optimization
Angry Orchard Cocktails Promotion
2013
2014
Drink: 5 mixed drinks were offered
Drink: Reduced promo
that utilize Angry Orchard Hard Cider
as an ingredient.
Offer:
Get a free Angry Orchard pint glass
when you order one of our limited time
Angry Orchard cocktails.
Results:
•  Nearly 27K drinks sold in a 2 month
window
•  Est. $245K revenue
•  Marketing support from Angry
Orchard, as well as crew incentive
items and display props.
drinks to 3, utilizing Angry
Orchard Hard Cider as an
ingredient.
Offer:
•  Get a free AMC/
Macguffin’s mason jar
when you order one of
our limited time Angry
Orchard cocktails.
•  Testing vs. no promo
giveaway control group
Timing:
Angry Orchard Video Preshow/YouTube
Margaritas Video Preshow/YouTube

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