AMC, a company primarily associated with gold mining and cinema operations, entered the non-fungible token (NFT) market during a period of high interest in the technology. The company demonstrated their early enthusiasm for the new market by launching several collections related to various films and concepts, marking their initial interaction with NFTs. During a span of thirty-six days, AMC introduced twelve unique collections. The most recent NFT release listed on the AMC website’s NFT page occurred 527 days ago, indicating a decrease in interest. This suggests a significant decrease in dedication compared to the initial flurry of activity. AMC promoted NFTs during a peak in market activity, as shown in its financial reports. The company also mentioned its intention to continue utilizing new NFT offerings as a way to increase customer loyalty and interaction. This indicated a strong alignment with the latest digital collectibles trends, and had an impact on AMC’s performance following the launch of NFTs. AMC’s financial results were greatly impacted by the release of their NFT, with a particular focus on the Spider-Man No Way Home tie-in.