Challenge:

Dinner and a movie is the quintessential date for many Americans with most people going to a restaurant to eat followed by watching a film at their local theatre. Studio Movie Grill combined this entertainment option and brought in-theater dining to downtown Charlotte when they opened their first location. Six years later, the brand announced they would open a second theater north of the city that not only would be a more convenient suburban location but would also offer more luxurious seating and a more elevated menu.

Studio Movie Grill (SMG) tasked SPARK Strategic Ideas (SPARK) to plan, conceptualize and execute public relations, influencer marketing and event management for its grand opening in a 2-month campaign. The variable construction schedule and permit delays meant the theater would open the week before Christmas Day, not an ideal timeframe to hold media events. A rare occurrence for the brand, that meant SPARK was to plan a series of events nearly a month after the doors first opened once the holidays had passed. SMG’s overall goal was to get 50,000 people through the doors within the first six weeks.

Solution:

SPARK jumped into action to examine the Studio Movie Grill brand and analyze the opening process and past media coverage from existing locations. The research helped SPARK grasp which concepts contributed more to the location’s overall success and establish coverage expectations.

With direction of the SMG team, SPARK identified three target audience demos: age 25-30 singles and foodies, age 31-35 active parents with young children, and age 51-65 upper middle class couples and suburban families. To reach these key media audiences in the broad community, SPARK used the Cision database to create tiered media lists including regional and local media, foodie influencers, mom bloggers, etc. From there, SPARK built a comprehensive public relations plan interlaced with influencer marketing and media events. The plan revolved around generating the most attention from local media and influencers and detailed unique concepts to be used as story angles that would differentiate SMG – Prosperity Village not only in the competitive landscape but also among the SMG family. Event planning was focused on reaching each of the identified target audience demos and included private events for traditional media, foodie influencers, Yelp community influencers and mom bloggers.

The initial challenge SPARK was up against was the timing, as the Prosperity Village timeline had the theater opening the week before Christmas Day. Knowing that would make media coverage and event attendance sparse at best, SPARK recommended to push back events until the following month. While the news release on the opening was distributed, a series of targeted media and influencer events were scheduled for mid-January.

First up was the traditional media event. SPARK designed a special invitation and invited targeted outlets to attend a theater tour and menu tasting. An important component of the SMG brand and unique differentiator, SPARK arranged for SMG’s chef to discuss the brand’s Chefs for Children program during a menu tasting in the lobby. As part of the theater tour, knowing that most media guests would not be able to watch a full-length film, SPARK set up a 5-minute sizzle reel presentation in a theater in order for guests to experience the upgraded seating. Knowing that media would not be able to keep free passes for themselves, SPARK arranged for the attendees to be given a “pay it forward ticket” meant to be given away to a friend or family to experience the new SMG.

To reach the foodie audience and showcase the elevated menu at this location, SPARK then planned an event specifically for Charlotte foodie influencers. Full-size portions of six dishes unique to SMG – Prosperity Village were displayed on the lobby bar with menu cards, while samples were passed for attendees to try. In addition, cocktails were available to sample in order to feature the brand’s private label tequila and wines. After watching the 5-minute media sizzle reel, attendees were given the option of staying to attend a movie screening of their choice. Upon departure, SPARK arranged for the influencers to be given gift cards for themselves as well as passes to use for giveaways on their social platforms.

For a Yelp community event, attendees were given the full SMG movie-watching experience. After an overview of the brand given by the general manager, all 50 guests watched a private screening of a pre-selected film while ordering food and drinks from the comfort of their recliners. Afterwards, Yelpers were given two movie passes to come back with friends for a non-event experience, with the intention of enticing positive reviews on the brand’s Yelp page.

Lastly, with M.L.K. Day as a school holiday, SPARK planned a mommy/family blogger event for that afternoon in order to entice moms with kids to come check out the new SMG theater and reach other families in the area. Attendees watched a pre-selected family-friendly film and SPARK highlighted the theater’s kids’ menu offerings. The bloggers were given a “family 4-pack” of tickets and gift cards to give away on their social platforms to spread awareness of the new suburban opening.