PR 101: Launching a Film Using Featured Talent (no login required)
Looking for a creative way to
launch a new film? Two GSCA member museums share tips on using featured
talent to launch a giant screen film.
The Denver Museum of Nature & Science made the star of their Extreme Weather 3D marketing campaign an object instead of a person—The Tornado Intercept Vehicle (TIV). The TIV, dropped off by filmmaker Sean Casey, rolled up to the museum to much fanfare and was positioned in front of the museum for three weeks. Maura O’Neal, DMNS’s Communications and Media Relations Manager, shares highlights from the campaign and how their TIV social media campaign garnered the greatest organic reach and engagement of any other post to their page, resulting in the film performing 28 percent stronger than their average IMAX film attendance.
For IMAX Melbourne's campaign
to launch A Beautiful Planet, astronaut Marsha Ivins was interviewed 31
times in 5 days, spoke at multiple special event screenings, met with numerous
school children, and more to help promote the film. Kate Piasecka, PR and Brand
Manager at IMAX Melbourne, shares how their comprehensive, GSCA
award-winning campaign leveraged one of the film's stars for a total audience
reach in excess of 3.4 million people, resulting in multiple sold-out event
screenings and box office returns 15 percent above their goal.
Kate will also be presenting marketing campaigns at the Giant Screen 101 session on September 20 as part of the 2018 GSCA International Conference and Trade Show.