Classic Movie Marathon

A hypothetical campaign strategy developed for a 400-level Advertising class.

 

The goal was to increase movie theater attendance awareness by 10%. This project centered on a classic film marathon held over two weekends at the IMAX theater at White River State Park in Indianapolis, the largest screen in Indiana. The target audience was adults aged 35–40 with children. The screening schedule was built around family life, with lighter programming on Thursdays and Sundays and heavier loads on Fridays and Saturdays.

​

Every media placement was chosen with that consumer in mind. A billboard would be placed along the northbound 465 Loop near Carmel and Fishers to put the campaign in front of suburban commuters heading home from the city. Direct mail postcards would target households filtered by age, income, homeownership, and lifestyle, capitalizing on the fact that advertising mail averages 17 days in the home before it's tossed.

​

Facebook and Instagram would round out the mix, selected based on platform usage data for the demographic. Meta's ad targeting would place boosted posts directly into relevant feeds, with a ticket-purchase action built in. Longer video content would be produced for YouTube and clipped for use across platforms.