Sessions will be recorded and made available to members after GSCA Virtual 2020
The State of the Giant Screen Industry
Presenters: Alan Nursall, Chair, GSCA Board of Directors and CEO of TELUS World of Science-Edmonton; and Paul Fraser, Blaze Cineworks
opening session providing a state-of-the industry
presentation and including updates about each industry segment.
Innovations: Why, How, and When to Use Drones for Aerials
Organized by the GSCA Innovations Committee
Co-Chaired by Michael Daut, Michael Daut Productions, and Christian Fry, CVF Productions
Drone technology has expanded the tool set for shooting more affordable aerials; however, drones are not perfect for every shot, and they come with their own set of challenges and limitations. In this overview, drone specialist and technologist Jeff Gaunt, aka Heliguy, will take us through a primer of best practices when shooting with drones. We will also feature drone shots contributed by various giant screen producers and have a conversation about the pluses and minuses of shooting aerials with drones.
Energize Your Marketing Efforts—What You Can Do Now!
Session Organizers: Mary Jane Dodge, MacGillivray Freeman Films; Marlene Janetos, Audience Engagement Strategist
Market it and they will come, but with marketing budgets drastically reduced or even eliminated, how do you activate moviegoers and generate theatre attendance? This session will provide tips on new and inexpensive marketing tactics for launching films and energizing the theater. You’ll hear from successful theaters and outside experts about how to make your digital marketing plan more effective, including how to select the best social media channel for various target audiences, reorganize your YouTube channel, email marketing strategies, use mobile messaging to get immediate action, and how to get the most out of Google Analytics to lift search engine optimization and rankings. Remember: marketing is essential for a successful theater. It’s an investment, not an expense.
Production and Distribution: Three Hot-Button Topics
Session organizer: Phil Streather, Principal Large Format
- COVID Impacts: What COVID means to producers, their filming and delivery schedules; what COVID means for distributors.
- Will the New Normal Require New Models?: Producers need estimates of potential revenues for investors and audience eyeballs for sponsors. In terms of occupancy and eyeballs, and, therefore, potential film revenues, what percentage of the “old normal” will the “new normal” be? Are 20-minute running times the future of giant screen or a temporary solution for theaters? Thinking about film funding, will sponsorship funding become more important, and what will that mean for distributor marketing and sponsor activations at the theater level? What should or could change in the GS film finance and return model?
- Sweating the Assets: More than ever, producers and distributors will need revenues from ancillaries. What are the dead-ends, and what are the new opportunities? Does 8K shooting mean there are now more hybrid TV/Giant Screen opportunities than before?
Engaging Audiences with Virtual Programming
Session Organizers: Brad Lisle, Foxfire Interactive; Tina Ratterman, BIG & Digital
During shutdowns and beyond, theaters and distributors developed innovative virtual field trips, virtual camps, virtual STEM programs, and new sales models for school/group sales to keep audiences engaged. These programs also ensure that education continues beyond the walls of the museum and theater. This session will highlight some of the most successful programs, as well as how theaters are integrating films with museum-wide educational programming.
Re-Opening Best Practices and Innovations
Session Organizers: Ryan Holota, Saskatchewan Science Centre, and Paul Fraser, Blaze Cineworks
Representatives of three theaters will each present a case study on how they handled their reopening to the public, including highlighting the innovative ideas that will remain a part of their new normal. Each case study will address changes to operations, programming, and marketing. Presenters will share audience feedback and re-opening results to date. Find out how these theaters have adapted and are improving the guest journey from time of arrival to exiting the theater. For consistency and completeness, each theater presenter will follow the same format. Their goal will be to tell an informative but succinct story about their experience, with data points, helpful insights, and advice—each within their 10-minute time allotment. Audience Q&A will follow the presentations.
Audience Focus, Marketing & Data-Driven Action!
Session Organizer: Diane Carlson, Giant Screen Cinema Consulting
Moderator, Paul Wild, IMAX Victoria, Royal British Columbia Museum
- Revealing Consumer Insights From Visitors and Non-visitors To Drive Attendance
Caroline Borgudd, Swedish Museum of Natural History, Cosmonova
From in-depth interviews, learn what drives current visitors to the giant screen experience and what the barriers are for non-visitors. Gain fresh and surprising insights about what the biggest competitors to out-of-home entertainment have in common with the GS experience. These insights will help you reengage with audiences and invite new target groups to find meaning from the giant screen experience and provide encouragement for anyone trying to make the GS experience more broadly relevant.
- Community Development During Shutdown
Lea Silver, IMAX Victoria, Royal British Columbia Museum, Canada
During their shutdown IMAX Victoria produced behind-the-scenes interviews with giant screen industry leaders, directed at the 20,000 IMAX® Victoria Annual Passholders. Learn how they used data to determine where creative resources would be allocated during the theatre closure, how the program performed, and how passholder membership attendance has performed since reopening. How can online engagement efforts be used to safeguard consumer loyalty, reinforce giant screen differentiation, and contribute to organizational sustainability?
- How Data Analytics Contributes to Programming and Marketing Decision-Making
Chris Hurtubise,Marketing Consultant & COSI Team Member
Now more than ever, it will be critical for marketing and theater managers to use data to not only make smart programming and marketing decisions but to also work with restricted resources, high expectations, and a whole different set of variables due to the “new normal.” Most recently, pre-COVID, Ms. Hurtubise was tasked with providing marketing analytics for executive staff at the Center of Science & Industry (COSI) in Columbus, Ohio. In this session she will share how she used data in her 15+ years of working with COSI's giant screen theater.