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AMC Entertainment Elevates Executives In Marketing, Legal, Communications

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  Published in Media and Entertainment on Monday, November 3rd 2025 at 14:02 GMT by Deadline.com
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AMC Entertainment Announces Key Promotions in Marketing, Legal, and Press Departments

AMC Entertainment, the world’s largest movie theater chain, revealed a series of high‑profile promotions on Monday, aiming to reinforce its strategic push into digital engagement, regulatory compliance, and media outreach. The moves, outlined in a press release on the company’s website, elevate three seasoned professionals to senior leadership roles: a new Vice President of Marketing, a new General Counsel, and a new Director of Public Relations. Together, they will guide AMC through a pivotal growth phase, as the company seeks to deepen its streaming footprint, secure its legal standing in an increasingly complex regulatory environment, and manage its public narrative amid a crowded entertainment marketplace.

Marketing Leadership: A New Vision for Audience Acquisition

AMC’s newly appointed Vice President of Marketing, Laura Kim, joins the company from a decade of experience at Warner Bros. Digital Marketing. In a statement, Kim said, “AMC has a unique brand that blends the cinematic experience with community culture. I’m excited to build campaigns that bring that heritage into the digital age and connect audiences across all platforms.” Her remit includes launching an integrated advertising strategy that spans social media, influencer partnerships, and targeted data analytics. Kim’s background in crafting blockbuster promotional campaigns is expected to translate into more compelling storytelling for AMC’s theater-going and streaming audiences alike.

According to the press release, Kim will lead a newly formed “Digital Experience Team,” responsible for developing interactive content and virtual reality elements that tie into AMC’s “CineTech” initiative. This initiative, launched earlier this year, seeks to embed augmented‑reality features in select AMC locations, offering patrons an immersive pre‑movie experience. Kim’s appointment signals AMC’s intent to capitalize on her expertise in high‑budget, cross‑platform campaigns to attract younger demographics that have traditionally gravitated toward streaming services.

Legal Strengthening: A New General Counsel at the Helm

AMC’s legal wing will be overseen by Michael Alvarez, the newly appointed General Counsel. Alvarez previously served as the senior litigation partner at Baker McKenzie, where he handled complex intellectual‑property disputes and regulatory compliance for media conglomerates. In his new role, Alvarez will oversee the company’s legal strategy across a broad spectrum of responsibilities, including:

• Regulatory Compliance: Ensuring AMC meets federal and state theater‑operating regulations, especially in light of evolving pandemic‑related health mandates.
• Intellectual Property Protection: Safeguarding AMC’s original content, such as its proprietary “AMC Studio” series, and protecting the company’s brand assets.
• Litigation Management: Managing ongoing and potential lawsuits, from franchise disputes to contractual challenges with film distributors.
• Strategic Partnerships: Navigating legal frameworks for AMC’s partnership with Amazon Prime Video, which includes exclusive content licensing and revenue‑sharing agreements.

Alvarez remarked that “AMC is at a critical juncture, balancing theatrical releases with a growing streaming library. A robust legal foundation will ensure the company can innovate while protecting its assets.” His addition comes at a time when the entertainment industry is increasingly scrutinized for antitrust concerns, especially following the merger of AMC and other media entities.

PR Overhaul: Elevating the Company’s Voice

The third promotion, to Director of Public Relations, brings Sofia Hernandez on board. Hernandez has spent the past eight years managing public‑relations campaigns for major sports and entertainment brands, most recently as the Senior VP of Communications at Major League Baseball. Her responsibilities will include:

• Media Relations: Building and maintaining relationships with major media outlets, ensuring AMC’s stories receive favorable coverage.
• Crisis Communication: Developing protocols for addressing public health concerns, safety incidents, and other unforeseen events in AMC’s theaters.
• Corporate Social Responsibility (CSR): Enhancing AMC’s community engagement initiatives, such as its “Back to the Screen” program, which donates discounted tickets to low‑income families.
• Brand Management: Crafting narratives that position AMC as a hybrid entertainment platform—one that offers both cinematic experiences and a robust streaming library.

In a briefing, Hernandez highlighted AMC’s commitment to “engage with audiences in a transparent and responsible manner.” She will coordinate with Kim and Alvarez to ensure consistent messaging across marketing, legal, and public‑relations channels.

Strategic Context: AMC’s Growth Roadmap

These promotions are part of a broader “Vision 2025” roadmap, outlined in a recent investor presentation. AMC’s leadership aims to:

1. Expand the Streaming Service: AMC’s new “AMC Premiere” platform has seen a 35% increase in subscriptions since its launch. The platform will feature original films, exclusive premieres, and interactive content, providing an additional revenue stream independent of theatrical box office.
2. Enhance In‑Theater Experience: AMC plans to roll out “CineTech” across 1,000 theaters nationwide over the next 18 months, leveraging interactive pre‑movie content to increase ticket sales and concession revenue.
3. Diversify Revenue Streams: The company will explore ancillary revenue opportunities, including licensing its brand for branded content and collaborating with gaming companies for in‑theater digital experiences.

AMC’s board cited the need to “modernize the company’s operational model and reinforce its competitive edge.” The newly promoted executives will be instrumental in executing these initiatives, each bringing deep industry experience and a fresh perspective to AMC’s traditionally theater‑centric operations.

Industry Reactions

Industry observers view the promotions positively. Entertainment Weekly noted that AMC’s focus on digital marketing and robust legal oversight positions it well against rivals like Regal Cinemas and Cinemark, who are also exploring hybrid business models. A spokesperson for Variety pointed out that the appointments reflect AMC’s intent to become a full‑service entertainment ecosystem, integrating cinema, streaming, and digital experiences.

The Hollywood Reporter emphasized the significance of the new General Counsel, adding that AMC’s partnership with Amazon Prime Video raises complex legal questions around content distribution rights and revenue sharing. Alvarez’s background in handling intellectual‑property disputes is seen as a critical asset as AMC navigates these partnerships.

Looking Ahead

As AMC Entertainment positions itself at the intersection of cinema and digital media, the promotions of Kim, Alvarez, and Hernandez underscore the company’s commitment to innovation, compliance, and brand stewardship. While the company faces challenges—such as fluctuating theater attendance and competition from streaming giants—its leadership overhaul signals a clear intent to adapt and thrive. The next 12 months will test the effectiveness of these appointments, as AMC pushes forward with its “Vision 2025” agenda and seeks to secure a prominent place in the evolving entertainment landscape.