June 28, 2008
AMC Entertainment Launches Test Directing Customers to Web Site
By Jennifer Mann, The Kansas City Star, Mo.
Jun. 28--AMC Entertainment Inc. on Friday launched a four-week test in Kansas City and 12 other markets to drive customers to its Web site for movie listings and other information.
The Kansas City-based movie exhibitor, the second largest in the U.S., ran a so-called "Star Note" on the front page of The Kansas City Star, a Post-it note that advertisers can buy to be placed on the top of a section.
The ad directed readers to the exhibitor's Web site and also provided a telephone number.
AMC also ran a small ad in lieu of its regular movie listings ad in The Star's FYI section that directed readers to its Web site and a telephone number.
Company spokeswoman Sun Dee Larson said AMC is trying that strategy and a similar one in a total of 13 markets.
"We're continually evaluating and monitoring all our marketing efforts, including in Kansas City, and after surveying our customers recently found that most of them are turning to the Internet," Larson said.
In some of the test markets, AMC is running its regular time-and-place movie listings on weekends and a smaller ad Mondays through Thursdays.
Newspaper analyst John Morton said all companies are taking a look at all expenditures, including advertising.
"One of the things that's happening is people are going online to order stuff without the intervention of advertising at all," Morton said.
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