SIOUX CITY — AMC Theaters is cutting the brakes on its Carmike Cinema brand of theaters, which includes the Carmike Southern Hills 12 in Sioux City and the Carmike Yankton Mall 5 in Yankton, South Dakota.
Sometimes this month, both the Sioux City and Yankton Carmikes will begin operating under the AMC Classic Brand. Changing the names of the theaters names is part of the Leawood, Kansas-based cinema operators effort to streamline its brand.
According to a release from AMC, theaters under the “AMC Classic” moniker are “America’s Hometown Theaters,” which was Carmike’s former tagline, and 200 theaters across the spectrum will adopt the title.
These theatres will offer Coca-Cola Freestyle machines, which offer than 100 types of soft drinks, menu items such as pretzel bites, nachos and refillable annual popcorn buckets while some locations also will be outfitted with a MacGuffins Bar and Lounge. Additionally, the brand logo for AMC Classic incorporates the folded “C” graphical element from the legacy Carmike brand logo.
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AMC plans to honor current Carmike Rewards members points and implement those accounts into it AMC Stubs rewards program. It also will honor existing Carmike gift certificates and pre-purchased tickets.
In addition to AMC Classic, AMC will market 400 theaters under the traditional AMC Theatres name while another 60 will operate under the AMC Dine-In Theaters name, which offers a full dine-in restaurant service on-site as well as a seat delivery service.
“To ensure our guests are clear about the experience they should expect, we will be operating all of our theatres under the AMC brand,” said Stephen Colanero, AMC executive vice president and chief marketing officer. “Within that brand, we are communicating three distinct experiences that set clear expectations for our guests. All three of these brands promise the guest that we will give them an AMC experience at the movies.”
AMC acquired completed its $1.2 billion purchase of Carmike in December. Acquiring the rival operator effectively made AMC the largest movie theater chain the U.S.