Customers star in theater chain push

National Amusements seeks to build awareness of the customer experience its theaters offer across the US.

Company National Amusements

Campaign Movies & More: A Luxury Entertainment & Dining Destination

PR Agency 360 Public Relations

Launch February

Objective: National Amusements seeks to build awareness of the customer experience its theaters offer across the US.
   
“There's never been a better time to come to the movie theater, with the digital presentation on-screen, recliner auditorium seating, and dining at your seat,” says Rebecca Stein, director of marketing for National Amusements.

Idea: To continue to drive traffic to theaters and build a fan base among National Amusements' existing social media presence with an integrated campaign.
   
The initiative targets national and local media over the next few months for the circuit-wide rollout of Sony Digital 4K projectors (pictured). It covers the launch of an e-commerce smartphone app that features a theater location search by zip code, film search, and the ability to purchase tickets online. The campaign will also implement a rewards programs tied to Foursquare.

Tools: Cindy Gordon, VP of social media at 360 PR, says social media is a key piece of the overall campaign. The agency will use location-based apps, such as Foursquare, to create rewards for mobile customers.
 
“Since National Amusements is a destination, it just makes a lot of sense,” she says. “These mobile customers can easily become brand evangelists and help spread the word.”
 
 Gordon adds the team will also expand National Amusements' existing Facebook page and Twitter account.
   
In addition, the campaign will target bloggers, specifically mommy bloggers, as Stein explains families are a key target demographic. “Since there are all different types of movie-goers, we'll look for different ways to reach different folks,” Gordon says.

Measurement: National Amusements will track smartphone app downloads, compile feedback during the first month of its launch, and monitor its Facebook and Twitter following. Stein says it will also try to track foot traffic.

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