AMC Cinemas has launched a campaign in recognition of frontline healthcare workers and their endeavors with “Take The Step” — the national initiative to combat coronavirus, which was launched by the Ministry of Health (MOH) and Saudi authorities across the country, in response to the outbreak of the pandemic.
The “Thank You” initiative reflects AMC Cinemas’ commitment to its social responsibility at this critical time and demonstrates its support for the dedication of health sector staff as they work tirelessly to protect the citizens and residents of Saudi Arabia. AMC Cinemas worked closely with the MOH to design the initiative, which jointly seeks to raise awareness of the vital role of frontline healthcare workers and remind people of the importance of their individual and collective cooperation in the fight against COVID-19.
Since cinemas and the entertainment sector are both notably contributing to the Kingdom’s development, AMC Cinemas seeks to use its locations and channels to take a proactive role in providing support for public health awareness campaigns.
The “Thank You” initiative follows the previous “#Your_Health_Matters” campaign, which was introduced by AMC Cinemas to highlight the importance of adopting healthy habits. It was well received, gaining traction across all social media channels.
In 2018, Saudi Arabia granted AMC the first license in the Kingdom to operate movie theaters. At the time, the US giant announced that it planned to open 100 cinemas by 2030 across the Kingdom.
The recent opening of AMC Stars Avenue 9 cinema in Jeddah last month, in addition to the opening of the first cinema in Dawadmi (a town in Riyadh region) in April, brings the total number of AMC Cinemas in Saudi Arabia to nine locations, with five in Riyadh and one each in Hafar Al-Batin and Al-Majmaah governorates.