Giant Screen 101 (pre-conference session)
Thursday, September 20
3:00 pm - 6:00 pm
Portman Ballroom, Westin Hotel
Giant screen veterans and newcomers alike have high praise for this ongoing
series of discussions with knowledgeable and approachable industry experts.
This session is a great kick-off to the conference and is a safe and
comfortable space for all questions.
Session organizer: Diane Carlson, Giant Screen Cinema Consulting
Session moderator: Paul Wild, Theatre Director, IMAX Victoria in the Royal BC Museum
Presenters: Mark Bretherton, December Media
Distribution; Marlene Janetos, Museum of Discovery and Science, Fort Lauderdale,
Florida; Patricia Keighley, IMAX Corporation; Kate Piasecka, IMAX
How To Deliver a Cracking Film Launch Campaign
Kate Piasecka, PR & Brand Manager, IMAX Melbourne Museum,
how carefully planned, creative, targeted and integrated marketing and
communications strategies will result in smashing your targeted admissions. The
Australian theatre was awarded the juried GSCA Best Film Launch by a
Theatre award in 2017 for the campaign in support of A Beautiful Planet. Kate will today discuss the team’s work on
behalf of A Beautiful Planet, Pandas and various Hollywood titles.
We Are All In This Together
Mark Bretherton, Head
of Distribution Giant Screen Cinema, December Media
live without theatres and theatres cannot live without films. We often joke
about distribution as the “dark side,” so what happens when an exhibitor makes
the transition to the dark side? Mark Bretherton ran theatres in
Australia for 20 years, including the Sydney theatre, one of the best
performing theatres in the world. In 2017 he made the transition into
distribution. He wasn’t the first and won’t be the last, but he can offer a
fresh perspective on how the business looks from both sides and why it is
important to understand that no matter what side of the business you are on, we
are all in this together.
Theater Launches: A Collection of Big Ideas
Marlene Janetos, VP Visitor Services, Marketing
& Communications, Museum of Discovery and Science
& AutoNation IMAX 3D Theater, Fort Lauderdale,
Discover a collection of big marketing ideas from
several theaters that have launched new theaters or introduced a new projection
system. You’ll discover marketing tactics, such as advertising, public
relations and promotional activities that worked for other giant screen
theaters. Find out what promotions yielded the biggest impact.
Maximize Global Distribution Potential
Patricia Keighley, Chief Quality Guru, IMAX Corporation
You’ve captured the images, recorded the sound, edited the film, and created the marketing campaign—and now you want to go global. An overview of how to maximize global distribution opportunities through localization with dubs, subtitles, censor-cut edits, CC, VI, HI, and more. How do you remotely modify an OV DCP to a censor-cut, subtitled version with an email? These insights from a variety of distributors, while helpful to producers and filmmakers, will also provide a view for exhibitors into the challenges of global distribution.
the Fundamentals of Programming, Marketing & Sponsorship for Maximum
Saturday, September 22
Portman Ballroom, Westin
Session organizer: Patty Collins, MacGillivray Freeman Films
Session Moderator: Alan Nursall, President and CEO, TELUS World of Science-Edmonton
When exhibitors program
a film launch as a blockbuster event, the results can be astounding. Focusing
on 1-2 films per year with targeted marketing, promotional and media
partnerships, sponsorship and advertising can drive record numbers. Come see
how it has helped these major institutions attract and retain audiences year
- Marlene Janetos, Museum of Discovery and Science, Fort Lauderdale,
Florida, will discuss their innovative marketing campaign for Pandas.
- Julie La Roche,
Montreal Science Centre, Montreal, will discuss how to value your institution and leverage film/museum sponsorships for best results.
- Joanie Philipp, Discovery Place, Charlotte, North Carolina, will discuss their museum-wide programming of Year of the Engineer and Dream Big.
- Ursula Phillips, TELUS World of Science-Edmonton will discuss their programming and marketing for Extreme Weather.
Social Media Audit – A
Saturday, September 22
Portman Ballroom, Westin
Siddle, Strong Coffee Marketing
received strong positive feedback for the GSCA Marketing Symposium sessions
“Practical (and Creative) Ways to Increase Ticket Revenue” and “Social Media
Tips and Trends” presented by Brian Siddle of Strong Coffee Marketing. Because
of this positive feedback and increasing member interest in digital marketing, Brian
conducted social media audits with the Tennessee Aquarium and Ontario Science
Center this summer focused on audience identification, online monitoring,
review monitoring, competitor analysis, social media opportunities, and other
information identified during the audit process. He then developed an action
plan for each theater, helped them implement some of the key changes, and
monitored analytics over the summer.
This session will look at what was learned during the audits, recommended changes, results
based on the changes made, and further expectations.