Sing, Shout &
Dance!
At the movies??
Keith P. Wiedenkeller, SPHR
Senior Vice President & Chief People Officer
AMC Entertainment Inc.
Page 1
Page 2
Page 3
Page 4
About AMC
 Founded 1920
 $2.7 Billion in revenue
 350 locations / 5100 screens
 19,000 Associates - Two Main “Cohorts”
•
•
Field
Corporate
Page 5
About AMC
 Core Purpose:
• We Make Smile Happen
 Guiding Principles:
• Leadership
• Ownership
• Service
• Innovation & Diversity
Page 6
Page 7
Page 8
Page 9
Page 10
Page 11
Page 12
Page 13
Page 14
Page 15
How it all got started….
In 2007, mother and her 9year-old daughter, who is on
the autism spectrum, were
asked to leave a competitor’s
theatre during a matinee
showing of “Hairspray.” It
was the first time she had
attempted to take her
daughter to a movie.
Page 16
How it all got started….
A few days later, the mother
approached our General
Manager at the AMC
Columbia Mall theatre, in
Columbia Maryland, and
described her experience,
knowing that other families
were experiencing this same
type of isolation.
Page 17
How it all got started….
The General Manager
recognized a need and
together, they devised an
auditorium environment
that could accommodate
individuals on the autism
spectrum.
Page 18
How it all got started….
A special screening was held in November of 2007, of
“Bee Movie” …
… with more than 300 kids and their family members
attending.
Page 19
Building a program from ground up…
 After that first screening, we realized there was a real need in our communities
for accommodation to families across the country affected by Autism.
 One of our four Guiding Principles is Service – to our guests, our theatres, and
our communities. We saw this as an opportunity to make a difference for our
guests and “do the right thing” in the communities we serve.
 For many people, we have the ability to literally change their lives and to be
one of their “firsts” -- a first step, a first word, a first movie…
Page 20
Birth of Sensory Friendly Films
Page 21
Objectives for Program
 To develop a national program, utilizing assets that are unique to
AMC Theatres and create one-of-a-kind experience for many special
needs individuals.
 Research and develop partnership with an organization that could
utilize their national office and local chapters to expand awareness
and drive attendance to these special screenings.
 Target and build a relationship with individuals with disabilities;
creating brand ambassadors comprised of a highly influential,
connected group of people.
Page 22
What is Autism?






Autism is a complex developmental disability that typically appears during the first three
years of life and affects a person’s ability to communicate and interact with others.
Autism is defined by a certain set of behaviors and is a "spectrum disorder" that affects
individuals differently and to varying degrees.
The Centers for Disease Control estimates the prevalence of autism is one in every 110
births in the United States and almost 1 in 70 boys. It is also estimated that 1.5 million
Americans are living with the effects of autism.
Autism often comes with sensory challenges, such as hypersensitivity to light or sound, and
children or adults affected by autism may not always understand social boundaries.
Many individuals on the autism spectrum utilize some form of self-stimulation as a comfort
mechanism when in new or “uncomfortable” situations. This is a calming strategy known as
stimming. Some examples include humming, flapping of hands, hands over ears, rocking
back and forth, etc.
Because of all this, autism can often have an isolating affect on families. Inclusive recreation
and leisure opportunities – like a day at the movies – are often scarce for families affected
by autism.
Page 23
Creating the Program
 Researched and selected an organization, The Autism Society, to partner with us
to refine & promote the program in our communities
• Established, national presence
• Tremendous resources
• Grassroots community of chapters and network of national partners
 Together with The Autism Society, created parameters for the program
• Partners
• Operational tactics
• Theatre crew training
Page 24
What Makes it Sensory Friendly?
 Lights are turned up and left at “trailer level” since many individuals on the
autism spectrum have sensory issues to the change in light.
 Sound is turned down to accommodate the comfort level of the audience.
 Our Silence is Golden© policy is relaxed to allow individuals to move about,
dance, shout and sing as needed to feel comfortable in the environment.
 No Pre-Show content or trailers are shown before the movie begins.
Page 25
Growing the Program
 Piloted first official “Sensory Friendly Films” on August 23, 2008 in 11 theatres in
10 cities
 Currently the “Sensory Friendly Films” program has grown to more than 150
theatres in 63 cities across the U.S. and Canada
 Screenings are offered monthly, one Saturday morning a month, beginning at
10:00 am. Dates are determined based upon movie releases.
 This fall, with the release of “Twilight: Breaking Dawn” we will test evening
screenings for older audiences in two markets.
Page 26
Marketing Tactics
 Monthly media advisory to media outlets in the Sensory Friendly Films markets
 Monthly email blasts to local Autism Society chapters/members, school
systems, service providers and other partner disability groups
 Dedicated web pages on both www.amctheatres.com & www.autismsociety.org.
 Utilization of social media through Facebook and Twitter
Page 27
Measuring Success
 More than 150,000 individuals have attended a sensory friendly films
program since its inception in August, 2008
 Since August 2008, we have received more than 700 media hits in
support of the program, including coverage by high-profile outlets such as
Time, BBC America, National Public Radio and the clip already shown
from ABC News.
 Children can use the events as a learning opportunity in an environment
where they are safe and accepted. The experience of going to the movies
in this friendly setting can help children learn how to behave in other
environments.
 Associates feel a sense of pride, that they’re making a difference.
 SFF give many families their first chance to attend a movie together.
Page 28
Measuring Success - Associates
“Being involved with Sensory Friendly Films
has given me a sense of pride, knowing the
company I work for offers a program that
serves the community. It warms my heart when
I see families coming to the theatre, sometimes
for the first time, to see a movie.”
- AMC General Manager
Page 29
Measuring Success - Families
“This was our son's very first experience with a
movie theater. He did so well...it's a red letter day.”
Page 30
Measuring Success - Families
“It was so fun to do something as a family instead
of someone staying at home with [our son] as the
others go out. Thank you, AMC!”
Page 31
Measuring Success - Families
“My son, who lives with autism, told me after the
movie how he felt "normal" at the theater, because
he didn't have to act in a way different than who he
is. He also said he really liked the fact that it wasn't
dark in the theater. Going to movies is always a
great family outing, and you provided me with a
closeness and bonding with my son that meant the
world to the two of us.”
Page 32
Page 33
What we’ve learned…






Recognizing a unique service opportunity and acting upon it
Understanding the needs of the underserved audience
Selecting the right organization to partner is crucial to success
Utilizing grassroots marketing tactics in the community
Involving community groups to spread the word
Engaging and educating associates about the needs of individuals
with disabilities
 Maximizing our core competencies to create a “win-win”
 Remember that anything’s possible!
Page 34
Questions?
Page 35
For more information
Visit our website at:
www.amctheatres.com/sff
Page 36