The Baton Rouge movie theater market is extremely competitive, Rave Motion Pictures already had the number one theater in the city and the most advanced technology. The target primary consumer for movie theaters are younger demographics, typically 13 - 27, while secondary consumer targets included the broader base, all moviegoers. The campaign needed to support and increase consumer traffic while not impacting market share at their sister theater by more than 5%. Thus, we had to help support a specific brand location, while staying true to the overall brand presence in the market.