AMC Kiosk Case Study
Second-largest US cinema chain deploys new Omni-channel strategy to accelerate their business. Customers benefit from new features, quick ticket purchases and an improved service concept.
Pyramid AMC Kiosk
2023 Update — Determining the exact number of kiosks AMC currently has deployed is a bit tricky, as their deployment and removal varies between locations and over time. However, based on the available information, I can give you an estimate:
Initial Deployment: In 2016, AMC partnered with Pyramid Computer Systems to roll out Polytouch® all-in-one kiosk systems across its theaters. Though the exact number wasn’t officially announced, considering AMC’s then-operating size of roughly 5,000 screens across 340 locations, it’s reasonable to assume several thousand kiosks were initially deployed.
Present Scenario: Several factors contribute to the difficulty in pinpointing the precise number today:
- Removals: Over time, some locations might have replaced kiosks with newer technology or opted for an app-centric approach, reducing the installed base.
- Variations: The number of kiosks per location could differ based on theater size and foot traffic.
- Limited Updates: AMC doesn’t readily share updated information on their kiosk deployment numbers.
Therefore, an accurate figure remains elusive.
Driven by the big success of e-commerce and developments like the Internet of Things (IoT), shopping behavior has dramatically changed and customer expectations have grown within the last years, triggering the generation of various concepts to fulfill the new customer needs and implement an integrated approach. Much effort was put into optimizingg check-out processes to avoid waiting times at the cash desks. Another challenge was the integration of multiple sales channels like online, mobile and the theatre itself (Omni-channel strategy). Enter the AMC Theater kiosk.
Pyramid’s polytouch® kiosk has been a real game changer for AMC
As part of its customer experience leadership program, AMC Theatres – operating almost 5,000 screens in over 340 locations – has selected Pyramid’s polytouch® all-in-one kiosk systems to enhance the ticket purchasing experience for their guests.
AMC Kiosk – Click for full size
AMC started a quest for a more suitable kiosk with a compelling design to better fit customer expectations, as part of a multi-year remodelling programme, and its theatre operations. The result is polytouch® featuring “experience the difference” at AMC.
AMC Theatres is known for its customer service leadership and commitment to delivering a premium movie-watching experience with more comfort and convenience, inspiring greater customer loyalty.
Technology is a key component, and the polytouch® team helped to redefine the next-generation kiosks, featuring advanced touch technology, the flexibility of deployment and design and a future-proof upgrade path for payment technologies “Pyramid’s polytouch® kiosk has been a real game-changer for AMC,” said Scott Winters, VP of Theatre Systems at AMC. “With its all-in-one design, placement within our theatres is highly flexible, giving AMC options previously not available. Its attractive look immediately catches our guests’ eyes and entices them to give it a try. As a result, theatres deployed with polytouch® experience a significantly higher usage rate and guest acceptance than our legacy kiosks. Pyramid has been with us every step of the way to help ensure the success of this exciting, new kiosk.”
“It has been fantastic to see the level of acceptance among guests across different age groups.” stated Alberto Perandones, VP Business Development at Pyramid Computer GmbH.
Within only a few weeks of engaging with AMC, Pyramid developed a fully customized polytouch® kiosk to address the AMC needs: a portrait multi-touch screen tailored to AMC’s corporate identity packaged with state-of-the art Intel® components and a series of peripherals including a thermal printer, a mag-card reader for payments and loyalty programme bonuses and a bar-code and QR-code scanner, that en-courage guest interaction.
Due to the excellent response through-out the pilot phase and initial locations, AMC has decided to extend the use of the polytouch® self-service kiosks beyond its remodeling programme to include the replacement of older generation kiosks throughout the circuit.
Theatres deployed with polytouch® experience a significantly higher usage rate and guest acceptance than our legacy kiosks.
“AMC needed the proposed solution to have several vital characteristics,” said Alberto. “It had to be very high performance in order to optimise the customer experience. It needed to be rugged and reliable to withstand constant use. The ability to customise and upgrade was also important to enable AMC to take advantage of future new technologies. Modularity and integration were key requirements for facilitating easy deployment. An appealing design would enhance the movie-theatre environment. Finally, this all had to be backed by responsive, professional technical support. Our polytouch® delivered on all counts.”
The Pyramid polytouch® integrated kiosk chosen by AMC features capacitive multi-touch (processing up to 20 touches simultaneously with less than 10ms latency), IP54-rated screen with chemically hardened, non-reflective glass. Running at full HD resolution, it features an Intel Core processor and allows for customised expansion modules such as a QR / barcode scanner, digital I/O, programmable buttons and an emergency shut-off button.
AMC Kiosk Benefits — 4 good reasons
1. Reduce guest waiting times
Optimize your check-out processes and avoid waiting times for your guests. Give them a better experience!
2. Anywhere and the way you like it |
polytouch® high flexibility and modular concept provide AMC with new options not accessible before.
3 Appealing design
Attract guests through an intuitive and customized design. Its user- friendliness is a real game-changer for your guests.
4 Future-proof investment
polytouch® designs allows for a seamlessly upgrade to comply with new standards and protect your investment.
Introducing EMV-payment in AMC devices is like equipping your car with new wheels, that simple!
It has been fantastic to see the level of acceptance among guests across different age groups.
About AMC Theatres
AMC Theatres is the customer experience leader. They run the most productive theatres in the country’s top markets. AMC operates eight of the top 10 highest grossing theatres in the US and has the No. 1 market share in the top three markets (NY, LA, Chicago). Headquartered in the Kansas City metropolitan area, AMC has interests in 344 theatres with 4,959 screens across the US, serving approximately 200 million.