Movie-viewing Event: Marketing Campaign
Movie-viewing Event: Marketing Campaign
An Evening at the Movies
By Jessica Northey
Event Overview
Metis Creativity is a production company that assists filmmakers with Producing the Marketing and Distribution of their independent films. The movie-viewing event is called An Evening at the Movies and will be located in Santa Monica, California on February 23, 2013 at the Aero Theater. (“American cinematheque” 2012) An Evening at the Movies is an independent movie viewing for the romantic comedy The Strange Case of Dr. Jekyll and Miss Hyde. The ticket purchasers will be able to purchase an exclusive DVD + Blu-ray combo pack, free download of the soundtrack, and be seen online with the photo opportunity. The goals are to make a profit, entertain and have fun, while promoting the film for further theatrical releases in the area. The objectives are to have $6,000 in profit generated, recruit three new sponsors, and event results in a positive review in the press to attract future investors and customers.
The Aero Theater is an art-house theater and will serve approximately 250 participants for the event. Upon arriving, guests will stand in front of the step and repeat background for a quick photo. The guests will enter their information into a spreadsheet for their contact information and it is matched up to the photo number in the camera. In exchange for their photo to be entered into the contest, the participants also agree that Metis Creativity Production Company may add them to the customer distribution e-newsletter campaigns about future movie-viewing events. The contact information will also be used to email the digital music soundtrack download link to each participant during the movie so that they may have the music as soon as the movie is over, along with a brief survey through Survey Monkey website. The participants may choose from the concession stand of standard snacks, which will be open before the movie starts, during the break when the staff sets up for the Q&A session to minimize sales and help participants to be seated.
After the movie, the participants will be led to the area where they can purchase the DVD and Blu-ray combo pack of the independent film. There will be an area for platinum sponsorship level companies to set-up a booth. Then the actors, directors, and producers will get settled in the theater area to set-up for the Q&A session with the press. The press and VIP will be seated first and then the participants will be lead back to their seats. If a local venue near Aero would like to sponsor an after party for the participants, they will be handed directions on how to get to the venue with a map after the movie is over along with any gift bags that any in-kind sponsors may wish to provide.
Competition & Unique Qualities
The direct competition includes other art-house theaters in Santa Monica and Hollywood, as well as the regular movie theaters, especially if a long anticipated, popular movie is released the same weekend. The research shows the following art-house theaters such as Laemmle (“Welcome to laemmle,” 2012) have an event or popular movie showing on the same date as An Evening at the Movies. There is also the Nuart Landmark Theatres in West LA and Westwood, California (“Nuart theatre,” ). Because Hollywood is nearby, there could be events that the target audience could choose because there is an opportunity to meet and greet with actors. The indirect competition includes other special events in the area where the target audience may want to take their family to community events at places like the performing arts center. The Broad Stage performing Arts Center does not currently have an event on schedule, but between now and then, an event could be scheduled (“Full calendar,” 2012). The marketing will take advantage of starting plans in October to hit the December holiday time to suggest as a unique gift to give your loved one, it’s the gift that keeps on giving. Then again in the beginning of February leading up to the event with Valentine’s Day messaging and possible cross-promotions with sponsorships. The messaging will make the guests feel that this is the event that your mate will love as a gift for after Thanksgiving sales, Christmas gifts or Valentine’s Day gifts. That they are purchasing a unique gift and the recipient will be impressed with the thoughtfulness of a gift that keeps on giving, a future date night out.
There are unique qualities about this event are that every participant will be treated like a VIP guest, receive free music, and be a part of the photos posted on the event website. The event’s target audience enjoys watching independent movies and this is why Santa Monica was specifically chosen (“Prizm > market,” ). Although the Grammy’s will be in Hollywood the weekend prior to this event on the 10th (Ng, 2012), not everyone within a median household income of $85,599 will attend the Grammy’s.
By providing a unique experience for all of the participants it will separate this event from the competition. They will feel like they are VIP because they will each receive free music and be featured on the event website to show off to their friends. This event offers the participants the opportunity to watch the Q&A session with the press.
Marketing Strategies
According to Nielsen MyBestSegments, the target audience in this area is referred to as “Young Digerati”, a “wealthy younger family mix.” They are computer literate and live in stylish neighborhoods on the outskirts of the city. On average, their communities have modern apartments and condos with fitness centers and boutiques, restaurants, and a variety of bars such as juice, coffee, and microbrew. They have a median household income of $85,599, lifestyle traits are ordering from expedia.com, go water skiing, watch the Independent Film Channel, and drive Audi A3 cars. Their demographic traits are that they are wealthy, age ranges 25 to 44 years old, a family mix, graduate education level, and are White, Asian and Hispanic mix.
Their social group is known as “Urban Uptown” and these consumers often are found at “the arts, shop at exclusive retailers, drive luxury imports, travel abroad, and spend heavily on computer and wireless technology.” Their life stage group is known as: “Young Achievers”, which are people who are mainly single, twenty-somethings. They enjoy alternative music and a lively nightlife (“Young digerati,” ).
Group 1:
Mailings
• The target audience specifically lives in the zip code 90402 (“Prizm > market,” ). This is the area that the mailings will go out to. A mailing list can be purchased from the United States Postal Service (“Get started,” 2012).
Radio Spot
• Radio advertising is another key marketing strategy with a local radio station in Santa Monica. L.A.’s rock alternative 98.7 FM plays in the Santa Monica area and advertising is set up through iHeartRadio (“98.7 fm –,” 2012).
Sponsorships
• CBS Los Angeles, a local affiliate for KCBS in Santa Monica. Their website provides information on how to contact them about advertising and sponsorship opportunities (“Custom advertising,” 2012).
• Requesting sponsorship with expedia.com may be an option because they have the same target market for the household income and age range the event has (“Audience profile,” 2012). The target audience purchases their travel needs through the expedia.com website (“Young digerati,” ). They also have target marketing and email marketing capabilities for specific target markets (“Expedia media solutions:,” 2012).
• Another option is to spread the word online for free about the event by using local online news websites. The Santa Monica Daily Press online newspaper, at smdp.com, has a section of the website with the option to submit an event (“Submit an event,” 2012). The Palette also has an online submission form for events in Santa Monica, that sends out weekly emails once a week about art and cultural events (“The palette--your weekly,” ). Along with requesting An Evening at the Movies to be reported on their site, also request if they are interested in becoming a sponsor of the event.
The second groups of people consist of the press, future sponsorship opportunities, and possible investor relationship building.
Group 2:
Press Release
• A few major publications from a variety of media outlets, in the Santa Monica area, will receive a press release to have the choice to attend, but if not they have the option to cover the event. Such as the Westside publications, The Santa Monica Sun (“Santa monica sun,” 2012) and Where Magazine (“Where magazine,” 2012).
Electronic Invitation
• This will save money to use an electronic invitation versus printing and mailing. The local newspapers, magazine publication, and the local television station media department key personnel will be personally invited to the event through an invitation sent to their email address. The companies that will receive invites have been previously mentioned in both groups 1 and 2. Potential investors may be within this group or through networking at the event will produce an introduction to one.
CTA
Group 1:
Mailing List
• Visit www.thestrangecasemovie.com to purchase tickets today!
Radio spot
• Check out www.thestrangecasemovie.com to see more information about the movie-viewing event, An Evening at the Movies.
Sponsorships
• Call us at 407.928.0555 to find out more today!
Group 2:
Press Release
• Visit www.thestrangecasemovie.com to see more information about the movie-viewing event, An Evening at the Movies.
Electronic Invites
• Visit www.thestrangecasemovie.com to purchase tickets today!
References:
2011 prizm segmentation system. (2011). Retrieved from http://www.claritas.com/MyBestSegments/Content/tabs/filterMenuFrameWork.jsp?page=./Segments/snapshot.jsp&menuid=91&submenuid=911
98.7 fm – los angeles / orange county. (2012). Retrieved from http://www.987fm.com/cc-common/YourAdHere
American cinematheque | movies on the big screen as they were meant to be seen.. (2012). Retrieved from http://www.americancinemathequecalendar.com/aero_theatre_events
Audience profile. (2012, April). Retrieved from http://www.advertising.expedia.com/en-us/audience/Pages/default.aspx
Custom advertising . (2012). Retrieved from http://losangeles.cbslocal.com/about-us/advertising-basics
Full calendar. (2012). Retrieved from http://thebroadstage.com/fullcalendar.php?goto=6&sort=tbs
Get started. (2012). Retrieved from https://www.usps.com/business/get-started.htm
Expedia media solutions: About us. (2012). Retrieved from http://www.advertising.expedia.com/en-us/about-ems/Pages/default.aspx
Ng, P. (2012, May 31). Grammy awards set date for 2013 ceremony. Retrieved from http://www.hollywoodreporter.com/news/grammy-awards-2013-date-331727
Nuart theatre. (n.d.). Retrieved from http://www.landmarktheatres.com/market/losangeles/nuarttheatre.htm
Prizm > market segmentation research – zip code look up. (n.d.). Retrieved from http://www.claritas.com/MyBestSegments/Default.jsp
Santa monica sun. (2012). Retrieved from http://westsidetoday.com/m4/santa-monica-sun.html
Submit an event. (2012). Retrieved from http://www.smdp.com/calendar/community-events/add
The palette--your weekly dose of art. (n.d.). Retrieved from https://app.e2ma.net/app2/audience/signup/1372067/1354968/?v=a
Welcome to laemmle theatres. (2012). Retrieved from http://laemmle.com
Young digerati. (n.d.). Retrieved from http://www.claritas.com/MyBestSegments/Content/tabs/filterMenuFrameWork.jsp?page=./Segments/snapshot.jsp&menuid=91&submenuid=911
An Evening at the Movies
By Jessica Northey
Metis Creativity is a production company that assists filmmakers with Producing the Marketing and Distribution of their independent films. The movie-viewing event is called An Evening at the Movies and will be located in Santa Monica, California on February 23, 2013 at the Aero Theater. (“American cinematheque” 2012) An Evening at the Movies is an independent movie viewing for the romantic comedy The Strange Case of Dr. Jekyll and Miss Hyde. The ticket purchasers will be able to purchase an exclusive DVD + Blu-ray combo pack, free download of the soundtrack, and be seen online with the photo opportunity. The goals are to make a profit, entertain and have fun, while promoting the film for further theatrical releases in the area. The objectives are to have $6,000 in profit generated, recruit three new sponsors, and event results in a positive review in the press to attract future investors and customers.
The Aero Theater is an art-house theater and will serve approximately 250 participants for the event. Upon arriving, guests will stand in front of the step and repeat background for a quick photo. The guests will enter their information into a spreadsheet for their contact information and it is matched up to the photo number in the camera. In exchange for their photo to be entered into the contest, the participants also agree that Metis Creativity Production Company may add them to the customer distribution e-newsletter campaigns about future movie-viewing events. The contact information will also be used to email the digital music soundtrack download link to each participant during the movie so that they may have the music as soon as the movie is over, along with a brief survey through Survey Monkey website. The participants may choose from the concession stand of standard snacks, which will be open before the movie starts, during the break when the staff sets up for the Q&A session to minimize sales and help participants to be seated.
After the movie, the participants will be led to the area where they can purchase the DVD and Blu-ray combo pack of the independent film. There will be an area for platinum sponsorship level companies to set-up a booth. Then the actors, directors, and producers will get settled in the theater area to set-up for the Q&A session with the press. The press and VIP will be seated first and then the participants will be lead back to their seats. If a local venue near Aero would like to sponsor an after party for the participants, they will be handed directions on how to get to the venue with a map after the movie is over along with any gift bags that any in-kind sponsors may wish to provide.
Competition & Unique Qualities
The direct competition includes other art-house theaters in Santa Monica and Hollywood, as well as the regular movie theaters, especially if a long anticipated, popular movie is released the same weekend. The research shows the following art-house theaters such as Laemmle (“Welcome to laemmle,” 2012) have an event or popular movie showing on the same date as An Evening at the Movies. There is also the Nuart Landmark Theatres in West LA and Westwood, California (“Nuart theatre,” ). Because Hollywood is nearby, there could be events that the target audience could choose because there is an opportunity to meet and greet with actors. The indirect competition includes other special events in the area where the target audience may want to take their family to community events at places like the performing arts center. The Broad Stage performing Arts Center does not currently have an event on schedule, but between now and then, an event could be scheduled (“Full calendar,” 2012). The marketing will take advantage of starting plans in October to hit the December holiday time to suggest as a unique gift to give your loved one, it’s the gift that keeps on giving. Then again in the beginning of February leading up to the event with Valentine’s Day messaging and possible cross-promotions with sponsorships. The messaging will make the guests feel that this is the event that your mate will love as a gift for after Thanksgiving sales, Christmas gifts or Valentine’s Day gifts. That they are purchasing a unique gift and the recipient will be impressed with the thoughtfulness of a gift that keeps on giving, a future date night out.
There are unique qualities about this event are that every participant will be treated like a VIP guest, receive free music, and be a part of the photos posted on the event website. The event’s target audience enjoys watching independent movies and this is why Santa Monica was specifically chosen (“Prizm > market,” ). Although the Grammy’s will be in Hollywood the weekend prior to this event on the 10th (Ng, 2012), not everyone within a median household income of $85,599 will attend the Grammy’s.
By providing a unique experience for all of the participants it will separate this event from the competition. They will feel like they are VIP because they will each receive free music and be featured on the event website to show off to their friends. This event offers the participants the opportunity to watch the Q&A session with the press.
Marketing Strategies
According to Nielsen MyBestSegments, the target audience in this area is referred to as “Young Digerati”, a “wealthy younger family mix.” They are computer literate and live in stylish neighborhoods on the outskirts of the city. On average, their communities have modern apartments and condos with fitness centers and boutiques, restaurants, and a variety of bars such as juice, coffee, and microbrew. They have a median household income of $85,599, lifestyle traits are ordering from expedia.com, go water skiing, watch the Independent Film Channel, and drive Audi A3 cars. Their demographic traits are that they are wealthy, age ranges 25 to 44 years old, a family mix, graduate education level, and are White, Asian and Hispanic mix.
Their social group is known as “Urban Uptown” and these consumers often are found at “the arts, shop at exclusive retailers, drive luxury imports, travel abroad, and spend heavily on computer and wireless technology.” Their life stage group is known as: “Young Achievers”, which are people who are mainly single, twenty-somethings. They enjoy alternative music and a lively nightlife (“Young digerati,” ).
Group 1:
Mailings
• The target audience specifically lives in the zip code 90402 (“Prizm > market,” ). This is the area that the mailings will go out to. A mailing list can be purchased from the United States Postal Service (“Get started,” 2012).
Radio Spot
• Radio advertising is another key marketing strategy with a local radio station in Santa Monica. L.A.’s rock alternative 98.7 FM plays in the Santa Monica area and advertising is set up through iHeartRadio (“98.7 fm –,” 2012).
Sponsorships
• CBS Los Angeles, a local affiliate for KCBS in Santa Monica. Their website provides information on how to contact them about advertising and sponsorship opportunities (“Custom advertising,” 2012).
• Requesting sponsorship with expedia.com may be an option because they have the same target market for the household income and age range the event has (“Audience profile,” 2012). The target audience purchases their travel needs through the expedia.com website (“Young digerati,” ). They also have target marketing and email marketing capabilities for specific target markets (“Expedia media solutions:,” 2012).
• Another option is to spread the word online for free about the event by using local online news websites. The Santa Monica Daily Press online newspaper, at smdp.com, has a section of the website with the option to submit an event (“Submit an event,” 2012). The Palette also has an online submission form for events in Santa Monica, that sends out weekly emails once a week about art and cultural events (“The palette--your weekly,” ). Along with requesting An Evening at the Movies to be reported on their site, also request if they are interested in becoming a sponsor of the event.
The second groups of people consist of the press, future sponsorship opportunities, and possible investor relationship building.
Group 2:
Press Release
• A few major publications from a variety of media outlets, in the Santa Monica area, will receive a press release to have the choice to attend, but if not they have the option to cover the event. Such as the Westside publications, The Santa Monica Sun (“Santa monica sun,” 2012) and Where Magazine (“Where magazine,” 2012).
Electronic Invitation
• This will save money to use an electronic invitation versus printing and mailing. The local newspapers, magazine publication, and the local television station media department key personnel will be personally invited to the event through an invitation sent to their email address. The companies that will receive invites have been previously mentioned in both groups 1 and 2. Potential investors may be within this group or through networking at the event will produce an introduction to one.
CTA
Group 1:
Mailing List
• Visit www.thestrangecasemovie.com to purchase tickets today!
Radio spot
• Check out www.thestrangecasemovie.com to see more information about the movie-viewing event, An Evening at the Movies.
Sponsorships
• Call us at 407.928.0555 to find out more today!
Group 2:
Press Release
• Visit www.thestrangecasemovie.com to see more information about the movie-viewing event, An Evening at the Movies.
Electronic Invites
• Visit www.thestrangecasemovie.com to purchase tickets today!
References:
2011 prizm segmentation system. (2011). Retrieved from http://www.claritas.com/MyBestSegments/Content/tabs/filterMenuFrameWork.jsp?page=./Segments/snapshot.jsp&menuid=91&submenuid=911
98.7 fm – los angeles / orange county. (2012). Retrieved from http://www.987fm.com/cc-common/YourAdHere
American cinematheque | movies on the big screen as they were meant to be seen.. (2012). Retrieved from http://www.americancinemathequecalendar.com/aero_theatre_events
Audience profile. (2012, April). Retrieved from http://www.advertising.expedia.com/en-us/audience/Pages/default.aspx
Custom advertising . (2012). Retrieved from http://losangeles.cbslocal.com/about-us/advertising-basics
Full calendar. (2012). Retrieved from http://thebroadstage.com/fullcalendar.php?goto=6&sort=tbs
Get started. (2012). Retrieved from https://www.usps.com/business/get-started.htm
Expedia media solutions: About us. (2012). Retrieved from http://www.advertising.expedia.com/en-us/about-ems/Pages/default.aspx
Ng, P. (2012, May 31). Grammy awards set date for 2013 ceremony. Retrieved from http://www.hollywoodreporter.com/news/grammy-awards-2013-date-331727
Nuart theatre. (n.d.). Retrieved from http://www.landmarktheatres.com/market/losangeles/nuarttheatre.htm
Prizm > market segmentation research – zip code look up. (n.d.). Retrieved from http://www.claritas.com/MyBestSegments/Default.jsp
Santa monica sun. (2012). Retrieved from http://westsidetoday.com/m4/santa-monica-sun.html
Submit an event. (2012). Retrieved from http://www.smdp.com/calendar/community-events/add
The palette--your weekly dose of art. (n.d.). Retrieved from https://app.e2ma.net/app2/audience/signup/1372067/1354968/?v=a
Welcome to laemmle theatres. (2012). Retrieved from http://laemmle.com
Young digerati. (n.d.). Retrieved from http://www.claritas.com/MyBestSegments/Content/tabs/filterMenuFrameWork.jsp?page=./Segments/snapshot.jsp&menuid=91&submenuid=911
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