AMC Theatres and the LEGO Company Team up for Unique Integrated Promotion; Key Elements Include On-Screen Advertising, Lobby Displays, and a Free LEGO Toy in AMC's Kid's Pack Combo.

Entertainment Editors/Business Editors

KANSAS CITY, Mo.--(BUSINESS WIRE)--Dec. 16, 2003

This holiday season, AMC Theatres(R) (AMEX:AEN) and the LEGO Company have connected big screen entertainment with real LEGO(R) toy fun for guests who purchase an AMC Kid's Pack Combo at the concession stand.

Moviegoers who purchase the AMC Kid's Pack will receive a free age-appropriate LEGO toy with the popcorn, soda, and snack that make up this combo. In addition to this innovative toy offering, AMC and its cinema advertising subsidiary, National Cinema Network, created a special advertising campaign for LEGO that includes a 30-second spot on AMC's pre-feature entertainment segment and a lobby promotion. The campaign showcases the new line of LEGO Designer and Inventor Sets -- the most versatile collection of bricks and elements ever -- that challenges consumers, "What Will You Make?"

"The inclusion of a high-quality LEGO toy adds value to our Kid's Pack product offering," said Rick King, AMC senior vice president, corporate communications. "And the in-theatre advertising element puts a spotlight on the LEGO product line in a very special way."

The LEGO toy promotion will be featured exclusively at AMC's U.S. Theatres through January 1, 2004.

"There aren't many options to communicate with children and their parents at the same time with traditional television programming," said Michael Moynihan, director of marketing for LEGO Americas. "We love a creative program like the one we're running with AMC, because it's not the kind of place families expect they will bump into a LEGO play experience. This line is all about reinventing our classic construction products. To stay fresh and relevant, we want to constantly surprise and delight families, and the theatre program is a great way for us to dial up the personality of basic building fun."

Toys will be featured in the Kid's Packs as long as supplies last.

AMC Entertainment Inc. is a leader in the theatrical exhibition industry. Through its circuit of AMC Theatres, the Company operates 230 theatres with 3,483 screens in the United States, Canada, France, Hong Kong, Japan, Portugal, Spain and the United Kingdom. Its Common Stock trades on the American Stock Exchange under the symbol AEN. The Company, headquartered in Kansas City, Mo., has a website at www.amctheatres.com.

National Cinema Network offers integrated cinema media (film, slide and audio advertising), lobby marketing, and Internet opportunities that reach moviegoers everywhere they go. Founded in 1985, National Cinema Network has developed several cinema advertising innovations, successfully introducing new advertising and promotion platforms in theatres, while respecting and maintaining the entertaining environment. National Cinema Network continues its commitment to innovation and quality with the introduction of a digital management system, DTDS(TM), an easy-to-use management tool for scheduling, distributing, controlling, and reporting content displayed within a movie theatre. Based in Kansas City, Mo., the company represents top theatres in top markets including 51 of the nation's top 100 highest-grossing theatres (www.ncninc.com).

The LEGO Company is a privately held, family-owned company, based in Billund, Denmark. The Company is one of the world's leading manufacturers of play materials for children, employing approximately 8,000 people globally. The LEGO Company is committed to the development of children's creative and imaginative abilities, and its employees are guided by the motto adopted in the 1930s by the founder Ole Kirk Christiansen: "Only the best is good enough."

LEGO and the LEGO logo are trademarks of The LEGO Group. (C)2003 The LEGO Group.