Rockit Science Agency

Rave Cinemas Grand Opening Premieres

Services Provided: Branding, Advertising, Public Relations.

Rave Cinemas, one of the largest movie theater chains, offer the most advanced technology, including digital and 3D digital projection.  They recently prepared to open a second location in South Louisiana and wanted an advertising and public relations campaign to fuel the grand opening. The movie theater market is extremely competitive; Rave Cinemas already had the number one theater in the market and the most advanced technology. The target primary audiences 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, the campaign would need to support a specific brand location, while staying true to the overall brand presence in the market.

Popcorn and Searchlights

Premiere invitations, custom envelopes and tickets were printed and sprayed with the scent of popcorn to truly engage the senses of the recipient and perfectly complement the advertising. Throughout the grand opening weekend there were on-location searchlights, stretch limos, celebrity look-a-likes and movie memorabilia giveaways.

Results

After a record-setting opening weekend for Rave Cinemas, as a company, the theater quickly became the number one in the market and found itself in the top ten nationwide.  Now with controlling market share, and only affecting their existing theater by 3.4%, the theater has proven its dominance in the market.

The Part Where We Talk About the Awards We’ve Won

In 2007, the Rave Cinemas Premiere campaign won six local ADDY awards, including two gold awards for special event material and the poster campaign. Four silvers were awarded for the Rave Premiere poster, window cling, table tent and mixed media campaign.