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(@movietickets) has gathered more than<br />
59,000 likes and hopes to increase their presence<br />
on Facebook over the coming months.<br />
"We've been evaluating a number of<br />
different ways to integrate our Facebook<br />
page even more into our site," says Joel<br />
Cohen. "From our perspective we are looking<br />
at building in some of the functionality<br />
that exists within our site into our Facebook<br />
page as well, like the ability to more easily<br />
purchase tickets using Facebook as your<br />
point of origin."<br />
One of the benefits of purchasing tickets<br />
directly on Facebook is that users would be<br />
able to quickly and easily invite their friends<br />
to screenings, a ripple effect which could<br />
increase attendance. "In this day and age,<br />
the number one marketing vehicle is to tell<br />
a friend," adds AMC's Newton. "So if you're<br />
talking to a friend about a great movie or a<br />
great theater, it just makes it easier for our<br />
guests to purchase a ticket. Our goal is that<br />
as guests are having conversations about<br />
all of these things, we make it as easy as<br />
possible to interact with our brand and do<br />
business with us."<br />
Companies such as National CineMedia<br />
have used their Facebook page to maintain<br />
ongoing discussions with those who have<br />
attended their Fathom Events (@fathomevents)<br />
screenings. "We also do contests<br />
where we're giving away products that are<br />
associated with the upcoming entertainment<br />
events," says Lauren Leff, Senior<br />
Vice President of PR and Marketing at<br />
NCM. "When we've had events previously<br />
featuring Glenn Beck or other radio and TV<br />
personalities, there may be signed books or<br />
signed DVDs or signed posters that we're<br />
able to do contesting around."<br />
Newton says that Facebook has helped<br />
AMC plan future promotional campaigns.<br />
This past August the company asked their<br />
fans to vote on their ideal concession<br />
promotion. The promotion that received<br />
the most votes was a 50 percent off coupon<br />
for AMC's most popular combo: a large<br />
popcorn and large soda. The promotion was<br />
announced through Facebook and was put<br />
in place two weeks later. "It led to a lot of engagement<br />
among customers as fans debated<br />
among themselves as to what promotion<br />
was best," recounts Newton. "Our guests are<br />
the best arbiters of telling us what is going<br />
to drive them and increase their interest of<br />
AMC."<br />
Charlotte Førli, marketing director of<br />
Oslo Kino in Norway, has found success running<br />
promotions in conjunction with movie<br />
titles. "Right now, we are doing a promotion<br />
with Twilight where in order to obtain information<br />
about the competition, which has a<br />
very nice prize, you need to like our page on<br />
NOVEMBER <strong>2011</strong> BOXOFFICE PRO 31
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