Canada's largest cinema operator, Cineplex Entertainment LP is not relying upon Hollywood to pull it out of the continuous declining box office sales. They are instead operating their own marketing campaign to ensure that consumers keep the thought of the big screen in their minds.
This is an extraordinary move and has never been done before. Cineplex is calling its campaign "Go Big" in reference to the big screen experience.
They are spending $800,000 on the campaign, which will be played on television, print and on-screen advertising along with billboards. They are going about it in a fun poke at the difference between a 50-inch TV and 50-ft wide theater screen. It will run for two months.
Cineplex chief executive officer Ellis Jacob said, "Summer is the peak season for us, that's when Hollywood releases all of its blockbusters, when kids are off school and families do things together."
Others comment that no matter what type of marketing campaign you launch, there is no guarantee that it will get people away from the comfort of their home and more consumer-friendly venues. That along with making movies that people are willing to take the time and effort to go out and see.
Hollywood has been out of the mainstream thought of North America for so long that it may not be able to swing back to quality movies, or even have the desire to do so.
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