Movie theaters struggle to increase its market attraction due to online media streaming and the development of flexible media consumption. With the 100th anniversary of AMC Theaters in 2020, the brand will implement a huge change to their movie-going experience by installing previewing screens across the hallways and develop AMC into an attraction, rather than just a movie theater. The new AMC will open a portal. The portal that leads to the realms of different movies. A place for people to gather together and explore the wonders that AMC offers.