The challenge was clear: people weren’t thinking about going to AMC on weekdays. Movie nights were reserved for the weekend, and that meant empty seats Monday through Thursday.

 

Our mission was to shift that mindset by showing how AMC’s weekday discount program could make any day feel like a mini escape—no need to wait for Friday.

 

The solution? A campaign built around the line: “Don’t Wait for the Weekend to Escape.” We leaned into the emotional power of movies as a midweek reset—positioning AMC as the perfect place to hit pause, through OOH, social, and in-theater messaging.