Team
Alyssa Brennen Jiayu Macy Ryan Yejing
Brand
The best film, food, and drink all in one seat. The ultimate movie-going experience. A movie buff’s dream come true.
Market
Theaters are struggling due to increases in online streaming, rentals, and money spent on experiences elsewhere. The Alamo offers incentives such as their drafthouse which offers themed drinks and food to give people an experience that cannot be achieved by simply renting a movie.
Situation
Restaurants with in-house breweries and wineries are offering more of an experience with dinner than ever before.
Situation
Streaming services such as Hulu, Netflix, Amazon, and rental options such as RedBox pose a threat to ticket sales as people have the option to stay in for movie nights.
Challenge
Due to fierce competition, we must create a unique viewing experience surrounding 50 Shades of Grey that would be impossible to obtain in your living room.
Target Audience
70% of 50 Shades viewers - Female. 58% older than 25. Age group more willing to spend money on films and experiences.
Target Audience
The Social Organizer
- Fan or some interest in the 50 Shades brand -Aged between 20-50 -Experience enthusiast -Looking for a new social event for their friends
Jane is a 30 year old, married for 8 years, and loves to plan events for her and her friends. She is part of a monthly book club, organizes game, wine, and craft nights. She loves experiences she can enjoy with her group of friends and share on social media.
Strategy - Marketing
58% of the target audience is over 25. Facebook and Instagram are prime channels to reach our target and generate buzz.
Strategy - Marketing
Keeping in mind the huge reach and success of the movie’s soundtrack as well as looking at audience insights, Spotify ads would be beneficial.
Strategy - Hype
Take advantage of existing fan base. Viewers will experience the film in a new way while hyping for the sequel.
Strategy - Promotion
Themed photobooth with props from the movie in heavy foot traffic areas. Encourage sharing through social media with incentives.
Strategy - Guerilla
Set up a replicate of the bed from the movie in the Old Market and hire an actor for a day to be Mr. Grey. People can take photographs and interact with the scene, sharing on social media encouraged #AlamoShades.
Strategy - App Reward Program and App: - Costs 5-10X more to sell to a new customer. - Existing customers spend 67% more than new. - Point systems work when they’re simple and encourage frequent, short-term purchases.
Strategy - App Use tier system that rewards loyalty: -Balance between attainable & desirable rewards. -Odds of winning no lower than 25% -This method is effective when target audience enjoys fun and frequent short term purchases.
Execution - Drinks
Along with the Drafthouse’s beer selection, a special cocktail featured in the movie will be offered (Gin & Tonic) along with the 50 Shades signature wine.
Execution - Menu
Special menu featuring food portrayed throughout the movie, for example: Caramel-Cloaked Chocolate-Hazelnut Torte Early in the movie, Ana describes Christian’s voice as, “warm and husky like dark melted chocolate fudge caramel…or something.” Sounds delicious, but we’ll settle for this caramel-cloaked torte.
Execution - Decor
Movie-themed, romantic atmosphere. Whites, blacks, greys. Red roses, grey satin tablecloths.
Conclusion
This one-of-a-kind 50 Shades of Grey experience for fans of the film and book will position The Alamo as the place to go for the perfect night out. The objective is to create new loyal customers, sell out the show, and increase ticket sales annually by 5%.