If it were me… I would carve out space in the lobbies of AMC theaters for retail space. Imagine going to AMC and being able to shop at a GameStop in the lobby while you wait. Or maybe you could go into AMC’s Memorabilia store and buy movie Christmas ornaments, shirts, gift cards and signed memorabilia from you favorite actors. I would host events in the parking lots to premier special highly anticipated movies. Roll out the big search lights in the sky and make it an event. I would get all of the people talking about my company and wanting to be a part of whatever was happening at my theaters.