Launching sell-out screenings

We created a campaign to launch the first ever Showcase Cinema De Lux in the UK and simultaneously developed the Showcase Cinema brand to incorporate its new ‘deluxe experience’. Using branding, media, online marketing, proximity marketing and PR, we successfully launched the cinema and promoted its brand’s ultimate film-going offering.

Tactics

  • Brand audit
  • Marketing strategy
  • New brand conceptualisation
  • Website design
  • Search engine marketing
  • Viral and email marketing
  • Bluetooth casting
  • On and offline advertising
  • National PR campaign
  • Celebrity launch event

Results

National TV coverage; 40+ pieces of newspaper and magazine coverage; 7,605 people downloading the Bluetooth messages, with 870 people subscribing to SMS updates about the cinema; a radio competition that attracted 3,000 entrants through the microsite and 1,000 entrants via text message; live launch party television reports that provided significant coverage for Showcase Cinema De Lux across the Midlands; sold out screenings and a higher level of demand than other local Showcase Cinema figures had shown previously.