Movie Theater Chain Taps VML For Branding Work

AMC Entertainment named VML its lead advertising agency after a review.

The Kansas City, Mo., shop, which had handled the company’s online advertising and Movie Watcher loyalty program for the past two years, will introduce a new branding platform for the Kansas City-based movie theater chain. The assignment includes traditional, online and on-site promotional work, according to Jon Cook, VML’s director of account management.

Billings for the assignment and contenders in the review were not disclosed. AMC spent $15 million on advertising last year, primarily for theater listings, according to CMR. Those listings are not a part of VML’s assignment, Cook said.