AMC Theatres was set to embark on a major evolution to their global movie-going offering by debuting their first-ever, multi-sensory cinema experience - PRIME at AMC. PRIME combines the richness of DOLBY Vision's laser imaging technology, with the immersive, volumetric surround-sound of DOLBY Atmos to create a truly transportive movie-watching experience unlike anything else in it's class. 

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In order to roll this out as a global offering, AMC tapped my team to develop the PRIME brand system, it's marketing playbook & it's in-theatre pre-show content that plays on the silver screen before every feature film.

As an avid movie nerd & lover of the cinema-going experience, this was a deeply rewarding project on many levels. For AMC, they proudly celebrate the brand & content platform we created to this day & continue to roll out PRIME at AMC locations across the planet.