Art, Heart, Food & Fury: Cinemarketing promotions feed the soul... and stomach

Features
Cinemas Features

Art in the Arthouse   In honor of this month’s CineAsia event, we begin our latest “Cinemarketing” overview with an exhibition featuring the exquisite abstract works of Nanchong City, China-born artist Xi Hou. Currently gracing the lobby of Laemmle’s Playhouse 7 Theatre in Pasadena, Calif., “Mappings” shows how “A Dynamic Abstract Language Maps Our World,” curator Joshua Elias noted.

Since debuting the programming initiative in February 2014, Los Angeles-based Laemmle Theatres (profiled in our October 2013 issue) has already presented six artists in exhibits across the circuit. “Art in the Arthouse” is the brainchild of company president Greg Laemmle. “By reclaiming wall space throughout our theatres for the display of fine art,” he stated, “patrons will have a chance to bond with notable and emerging L.A.-based visual artists and their work.” Sales proceeds benefit the activities of the Laemmle Charitable Foundation.

Empowering Youth…  “This year’s Community Day, the fourth annual, was our most successful yet with over 125,000 attendees,” enthuses Kate White, assistant, communications and investor relations, at Canada’s Cineplex Entertainment. On Oct. 18, “thousands of employees volunteered at our 161 theatres nationwide. Over $530,000 was raised in support of Cineplex’s national charitable partner, Free The Children.”

Families enjoyed a selection of six free movies including Escape from Planet Earth, ParaNorman and Divergent, as well as popcorn, soft drinks and select candy items for $2 each. To further support the cause, another donation secured an exclusive Rafiki friend chain bracelet. Marc Kielburger, co-founder of Free The Children, said, “Community Day allows families to spend time together while helping to empower young people to reach their full potential as agents of change in their local and global communities.”

Hot Treat for the Cold Season…  The venerable Schlosslichtspiele and cultural center in the Bavarian city of Ansbach, Germany, dished out a special treat. In addition to the customary glass of Prosecco offered during the “Ladies Night” preview of the film Winterkartoffelknödel, local butcher shop Metzgerei Maurer served the delicacy of the title. Guests (a few gentlemen attended too, we heard) enjoyed winter potato dumplings with a generous helping of equally delicious gravy before watching the latest movie adaption of popular Bavarian crime fiction by Rita Falk. Dampfnudelblues, or steamed noodle blues, the first chapter, had recorded over half a million admissions in a regional release across Southern Germany as Winterkartoffelknödel boiled over on per-screen averages.
CineEurope honoree Constantin Film not only produced the dialect-heavy comedy but also raffled signed copies of the book at the Schlosslichtspiele cinema event.

Opening Movies with a Bang…  For the Everett, Washington-launch of Fury, Regal Everett Stadium 16 & RPX brought out the big guns. Paul Allen’s The Flying Heritage Collection (FHC) transported a 30-ton Sherman tank, as seen in the film, from their facility at Paine Field to the theatre. Experts were on hand to provide moviegoers with more information about the most produced tank in U.S. history and the most commonly used type in World War II. Ticket stubs from Fury also provided half-price admission to the FHC to see its entire collection of military aircraft and vehicles. Curator Cory Graff wanted to “provide a unique experience, so the public can learn more about this rare and important machine first-hand.”
Mission accomplished. “It was a huge success,” confirms general manager Shannon Smalley, thanking everyone for their help in putting the Cinemarketing promotion together. “We had a tremendous amount of positive feedback and excitement from our guests regarding the Sherman tank” and about the opportunity for them to get Fury posters, hats, canteens and bags, courtesy of Sony Pictures Releasing. “It was a very fun day!” Following on Veterans Day, all Regal Cinemas across the country honored active-duty military and veterans with free admission to Fury.