Los Gatos, CA: Netflix is taking its movies directly to the people in a grassroots campaign called Netflix Rolling Roadshow.
The online DVD rental company partnered up with Austin, TX-based Alamo Drafthouse Cinema, to stage screenings of popular movies in the towns and locations that hold significant meaning to a particular film.
The ten-film run kicks off on August 2, when cult classic The Warriors will be shown at New York's Coney Island, where the Warriors gang was based, along with Jaws in Martha's Vineyard, MA, and Escape from Alcatraz on Alcatraz in the Bay Area.
"We wanted to come up with unique ways to present these movies," said Fenot Tekle, Netflix's senior press manager, adding that the glut of film festivals in the summer made such a proposition even more important. "We needed to come up with concepts that would appeal to specific communities."
Netflix's consumer AOR BWR will assist with media relations, which Tekle said will include both national pitches and local outreach to print, film, radio, and online outlets.
Singer and reality show star Lisa Loeb, whose music breakthrough came with a song of hers placed in the '90s slacker comedy Reality Bites, will tour with Netflix to host the events.
The roadshow will include interactive events at the screenings and appearances by film principles. For example, some members of The Warriors cast will attend that screening. Kevin Smith, Clerks director and actor, will attend that screening.
The overall goal is to showcase Netflix's range of films that appeal to a mainstream audience.