AMC Theatres Launches Branded Candy; Company's Latest Innovation is Named after Big-Screen Star

Business Wire, Oct 21, 2003

Entertainment Editors/Business Editors

KANSAS CITY, Mo.--(BUSINESS WIRE)--Oct. 21, 2003

For 12 years, AMC Theatres' animated "film strip" character has introduced audiences to the movie stars on AMC's big screens. Now Clip(R), the company's whimsical brand icon, is ushering in stars of his very own: Clip Gummi Stars(TM)-sweet gummi candies in great fruit flavors.

AMC Entertainment (AMEX: AEN) is launching the exhibition industry's first wide-scale privately labeled candy, to be sold exclusively in AMC Theatres(R) across the United States.

"Launching Clip Gummi Stars is a logical step in our brand strategy - extending AMC's powerful and recognized brand to a high quality concession offering," said Peter Brown, Chairman and Chief Executive Officer, AMC Entertainment Inc. "And, naming the product after Clip was a way to associate the product with lighthearted fun and entertainment--key attributes of the Clip character."

Clip was introduced to audiences by AMC Theatres in 1991, and has been animated in trailers, printed on marketing materials, and featured on popcorn and drink packaging. This is the first time the company has used the "film strip" character's name with any product or promotion.

The gummi candy is made with real fruit juice, comes in multiple flavors, and provides a fat-free alternative for guests. The star shape was selected to capture the flavor of the whole moviegoing experience, and AMC believes it will appeal to a wide age range of gummi candy connoisseurs.

When AMC guests purchase Clip Gummi Stars anytime from November 7 through November 13, AMC will donate $1 for each candy box sold to the Will Rogers Institute (www.wrinstitute.org), a national charitable health organization dedicated to supporting lung research and pulmonary diseases. The Institute has a long affiliation with the entertainment industry, dating back to theatre fund-raising campaigns in 1936.

In coming weeks, members of the AMC MovieWatcher program, the industry's premier frequent moviegoer program (www.moviewatcher.com), should watch for other promotions related to AMC's first and only branded candy.

Who is Clip?

-- AMC Theatres' "film strip" character plays a prominent role in

AMC pre-feature presentations, marketing promotions, and

concession packaging. Although he has starred in numerous AMC

programs since his introduction in 1991, our ambassador's name

has never been publicly introduced or related to any product

or service--until now.

-- In 1991, the Clip(R) character first appeared in an AMC

pre-feature presentation trailer.

-- Over the years, Clip has continuously appeared as a brand icon

for AMC, appearing in theatre trailers that highlight AMC

services. Maybe you've seen them. He appeared in Pre-Feature

Presentation II (1994), Pre-Feature Presentation III (1996),

Silence Is Golden (1996), Pre-Feature Presentation IV (2002),

Coming Soon (2002), and AMC Entertainment Card (2002).

-- AMC determined its first private label, pre-packaged branded

candy should carry the Clip name: Clip Gummi Stars(TM). Clip

is fun loving, entertaining, and magical. Who better to

represent the anticipation of enjoying a favorite moviegoing

treat?

-- In June, Clip began a co-starring role on Russell Stover(R)

Sugar Free Pecan Delights (joining the AMC Theatres name as a

co-brand on the product packaging).

-- In late September, Clip began a recurring role, along with the

AMC Theatres logo, on packaging of two major concession hits:

SUN-MAID(R) Milk Chocolate Covered Raisins and Sour Jacks(R).

-- Clip can be linked to "Six Degrees of Kevin Bacon" via the

2003 AMC Burbank 16 Grand Opening, where Bacon participated in

charitable pre-opening events.

AMC Entertainment Inc. (AMEX: AEN) is a leader in the theatrical exhibition industry. Through its circuit of AMC Theatres, the Company operates 233 theatres worldwide with 3,499 screens in the United States, Canada, France, Hong Kong, Japan, Portugal, Spain, Sweden and the United Kingdom. Its Common Stock trades on the American Stock Exchange under the symbol AEN. The company, headquartered in Kansas City, Mo., is located online at www.amctheatres.com.