Situation:  

Silverspot Cinema launched a new luxury theater featuring 17 theaters over six floors, in downtown Miami. During the first year of operation, the theater struggled with both attendance and reward membership sign up. Like many theater chains, membership programs are a good indicator of anticipated attendance and repeat customers.

 

ab+a was asked to create a program to increase awareness and grow theater attendance and a customer loyalty program.

 

Solution:  

We created an advertising campaign that visually connected an ideal movie experience offered at Silverspot Cinema with the iconic films that drive customers. Leveraging moviegoing data trends, geotargeting and industry premiere dates, ab+a built a multiprong media strategy that engaged moviegoers where they live both online and off at key points throughout the day.

 

Results:

• More than doubled attendance from the same period the previous year.

• In just 4 months increased loyal program membership by 53%