MoviePass
services: Consulting, Design, Public Relations, Marketing, Web & Software Development
#01. The Challenge
The movie industry was facing a significant decline in theater attendance, with audiences increasingly favoring streaming platforms over the traditional movie-going experience. MoviePass, a subscription-based movie-ticketing service, aimed to change this dynamic. They introduced a highly appealing $9.95/month plan that allowed subscribers to watch one movie per day in any theater. While this initiative marked an exciting evolution for MoviePass, effectively reaching their target audience and differentiating from the conventional movie industry practices presented a substantial challenge.
#02. The Solution
We set out to help MoviePass become an innovative force within the movie industry. Our approach began with the creation of detailed customer profiles, identifying the ideal MoviePass subscriber. This crucial step informed our subsequent strategies and ensured that our efforts would effectively resonate with the target audience.
Armed with this knowledge, we developed a compelling digital marketing campaign that broke away from industry norms, emphasizing the uniqueness of the MoviePass offering. The campaign was distributed across multiple platforms to ensure extensive reach and visibility, effectively showcasing the new MoviePass experience.
#03. The Result
The campaign proved to be a resounding success, driving a dramatic increase in MoviePass subscribers from 20,000 to an astonishing 3 million within just over a year. The promotional plan captured the attention of mass media, bringing widespread recognition to the MoviePass brand. This marked a significant turning point in the movie-going industry, demonstrating the potential for innovative business models to reinvigorate traditional sectors.
