Client: AMC Theatres — the largest movie exhibition company in the world, serving millions of guests annually through its digital channels.
Services: Web Application Modernization, Next.js Development, CMS Modernization, Performance & SEO Optimization
Overview
AMC Theatres engaged Keyhole Software to modernize its public-facing website, one of the most heavily used digital properties in the movie exhibition industry. As part of a long-term partnership that began in 2017, Keyhole consultants joined a rotating team of 7–10 engineers to help rebuild amctheatres.com from a legacy JavaScript single-page application into a modern, high-performance platform powered by Next.js and TypeScript.
The goal was to improve site performance, SEO, maintainability, and editorial workflows while supporting the high traffic volumes of a global entertainment brand.
What We Did
Keyhole consultants contributed across the full stack of the new web platform:
- Rebuilt core user flows for ticketing, showtimes, membership, and checkout with Next.js and TypeScript.
- Moved from a legacy SPA architecture to server-side rendering (SSR) for improved speed, SEO, and crawlability.
- Implemented and extended Payload CMS to streamline content editing for AMC’s marketing and content teams.
- Developed a Python-based migration tool that safely imported over 2,000+ legacy content items into the new CMS.
- Worked with AMC’s GraphQL backend to improve data access and support the new web architecture.
The work was delivered as part of an integrated team, with Keyhole consultants functioning side-by-side with AMC engineers in an ongoing engagement.
Business Impact
- Improved Site Performance: Faster load times and better responsiveness for visitors on both desktop and mobile.
- Stronger SEO: Next.js SSR and cleaner markup contributed to improved search visibility and indexability.
- More Efficient Content Workflows: Payload CMS and automated migration reduced manual content management effort.
- Scalable Foundation: The new architecture provides a maintainable platform for future digital initiatives.
This project is one of several initiatives in AMC’s ongoing relationship with Keyhole Software, where team size has flexed between two and ten consultants depending on AMC’s project needs.
