Atom Tickets' Star Trek Beyond Promotion Involved a 360 Degree Campaign
Katherine Pendrill — January 13, 2017 — Tech
References: atomtickets & variety
In an effort to boost sales for 'Star Trek Beyond,' Paramount Pictures teamed up with the mobile-ticketing app 'Atom Tickets' to launch a unique, 360 degree campaign. With many consumers using multiple mediums to connect with new films, this campaign provided several different touchpoints for consumers.
In order to boost ticket sales for Star Trek Beyond, Atom Tickets launched a 15-second, co-branded ad in AMC Theaters and Regal Cinemas in the two weeks leading up to the film's release. This promotion allowed first-time Atom users to redeem one free ticket to Star Trek Beyond. Fans could then access an exclusive, one-minute video with the film's cast and take advantage of complimentary concessions, such as popcorn, on the day of the screening.
The overall goal of the promotion was to generate conversation around the film by enticing consumers with new reasons to visit the theater. As Atom Tickets' co-founder Matthew Bakal explains, "Paramount sees the value in our platform to bring people back to the in-theater experience and drive some ‘event-ism’ around the movie. We all want butts in the seats."
In order to boost ticket sales for Star Trek Beyond, Atom Tickets launched a 15-second, co-branded ad in AMC Theaters and Regal Cinemas in the two weeks leading up to the film's release. This promotion allowed first-time Atom users to redeem one free ticket to Star Trek Beyond. Fans could then access an exclusive, one-minute video with the film's cast and take advantage of complimentary concessions, such as popcorn, on the day of the screening.
The overall goal of the promotion was to generate conversation around the film by enticing consumers with new reasons to visit the theater. As Atom Tickets' co-founder Matthew Bakal explains, "Paramount sees the value in our platform to bring people back to the in-theater experience and drive some ‘event-ism’ around the movie. We all want butts in the seats."
Trend Themes
1. App-based Movie Promotions - The trend of using mobile apps to launch innovative movie promotions that provide multiple touchpoints for consumers.
2. 360 Degree Campaigns - The trend of creating comprehensive marketing campaigns that utilize different mediums to generate conversation and interest around a product or film.
3. In-theater Experiences - The trend of leveraging technology platforms to enhance the movie-going experience and drive audience attendance.
Industry Implications
1. Movie Ticketing Apps - The industry of mobile-ticketing apps that collaborate with movie studios to promote films and drive ticket sales.
2. Film Marketing - The industry of marketing and advertising campaigns designed to generate buzz and excitement around new movies.
3. Theater Concessions - The industry of providing complimentary concessions and special offers to moviegoers as a way to enhance the overall theater experience.
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