The strategy considered six audience profiles: Big Screen Lover, Luxury Lover, Adrenaline Junkie, Experience Chaser, Families and Offer Seeker. These profiles were used to examine differences in expectations, pace and behaviour across the cinema journey.

Visitor journeys were mapped from online booking through to departure, identifying points where orientation, identification or destination information would be required. This informed the placement, hierarchy and tone of physical communication across ticketing, concessions, waiting areas, screens, auditoriums and amenities.

The core information system was designed to operate across different cinema formats. Auditorium numbering, seat identification and destination terminology provide common navigational elements, while branded environmental graphics support specific cinema formats including IMAX and RealD 3D.

Where possible, information was integrated with architectural surfaces and environmental features rather than relying on repeated freestanding directional signs. This gave the wider system a consistent structure while allowing individual sites to respond differently to their physical conditions.

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The design language was rooted in AMC’s wider brand identity but adjusted according to the context of each venue. At Panorama Mall, polished metals, warm backlighting and reflective finishes formed part of the material approach.

Other locations used more economical material palettes, including acrylic and standard metal finishes, while maintaining continuity through typography, layout, hierarchy and messaging. This allowed the physical system to change in material expression without losing its underlying navigational logic.