Case Study: Atlas 9 – Redefining the Movie Theater Experience

Atlas 9 is not your typical movie theater. Based in Kansas City, this new and emerging cinema concept blends film, art, and immersive storytelling into one experience. Designed to engage audiences beyond the screen, Atlas 9 is pushing the boundaries of what a modern theater can be—an experiential hub where moviegoers don’t just watch a story, they step inside it.

As Atlas 9 prepared for launch, they knew that every touchpoint mattered. From custom-branded merchandise to the concessions their guests would hold in hand, the details had to reflect their brand’s unique vision. That’s where Grandstand came in.

"From the start, leadership knew that we wanted the merchandise to be interesting and high quality and have a real connection to what's happening inside our new and uniqe space. Working with Grandstand has been a perfect match." 

Damon Bradshaw, General Manager - Atlas9

The Challenge

Launching a brand-new entertainment venue meant building everything from the ground up—brand identity, customer touchpoints, and the guest experience. Atlas 9 needed:

• A merchandise line that could represent their cutting-edge vision while appealing to moviegoers.

• Concession disposables that were practical, well-branded, and elevated beyond the standard theater experience.

• A partner who could align with their creative, immersive identity and deliver quality, consistency, and scalability.

The Grandstand Solution

Grandstand partnered with Atlas 9 to help bring their vision to life by focusing on two core areas:

1. Building the Atlas 9 Merchandise Line

Together with the Atlas 9 team, Grandstand curated a lineup of branded apparel, drinkware and promo items that fans would want to wear and use long after the credits rolled. The merchandise became a physical extension of the theater’s immersive storytelling, giving guests a way to take a piece of the experience home with them.

2. Stocking Branded Concession Disposables

Grandstand also supplied custom-branded concession disposables—cups, popcorn buckets, and other essentials—that kept the Atlas 9 identity front and center. Instead of generic containers, guests were handed items that reinforced the theater’s unique brand experience from the moment they walked up to the counter.

Results

With Grandstand as a partner, Atlas 9 launched with a cohesive and branded guest experience that matched their groundbreaking vision for cinema. The combination of memorable merchandise and custom concession disposables helped:

• Strengthen brand recognition inside and outside the theater.

• Create immersive touchpoints that aligned with their experiential concept.

• Establish a foundation for growth, with scalable solutions ready to expand as Atlas 9 continues to build momentum.

Conclusion

Atlas 9 isn’t just showing movies—they’re reinventing what a theater can be. By collaborating with Grandstand, they ensured that every detail, from merchandise to concession disposables, supported their immersive and innovative brand identity. Together, Atlas 9 and Grandstand created a theater experience that Kansas City audiences won’t just watch, but remember. See it for yourself—look into Atlas 9 and start planning your next visit.