Boxoffice - February 2017

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EXHIBITOR MARKETING PRESENTED BY INDEPENDENTS UNITE Indie Marketing Coalition lifts independent exhibitors into the realm of giants by James Devin n At this time every year, we celebrate the top 50 Giants of Exhibition as measured by total screens. This year, the top five combine to represent roughly half of the 40,000-plus screens in North America, highlighted by the new No. 1 seed, AMC Theatres. In 2016 we’re also looking at the independent market to measure its impact and gauge its place in the top 50. Powered by NATO’s Cinema Buying Group (CBG) and 2016’s Independent Rookie of the Year, the Indie Marketing Coalition (IMC), the indie scene has a lot to be proud of, and these organizations boast impressive membership numbers. With over 2,000 screens enrolled in the IMC, they would slot in as the fourth largest chain in North America. We spoke with the team behind the IMC—Donna Freed, Sandy Holmes, and Nancy Klueter—to find out more about their programs. What’s your “origin story”? Where did the IMC come from? It started with the formation of our agency, 2656 Marketing, in 2013. Our mission was, and continues to be, to support filmmakers and brands alike with strategy, marketing plans, and campaign execution. Our team members have diverse and complementary backgrounds in the entertainment, marketing, media, and publicity areas. The Indie Marketing Coalition (IMC) was an idea developed early in the 2656 Marketing partnership. When brainstorming how to support film marketing in general, it soon became apparent that the independents and smaller regional circuits could get more attention and bigger promotions from studios if they joined together to act as a larger circuit. This provides studios with a one-stop shop to reach this important group. Our vision: to form a coalition of regional and independent theater owners, enabling the larger group to garner attention and resources from filmmakers and studios. Who is eligible for membership? We worked closely with NATO to ensure that all members of the Cinema Buying Group (CBG) can join this coalition at no cost and participate in the benefits offered. Increased participation will enhance opportunities for expanded studio programs and partnerships not previously available to members. We launched in early 2016, and we officially kicked off the program at CinemaCon 2016 and continue to grow the membership and programs. What are some of the programs you offer your members? The 2656 Marketing team provides our members an easy-toaccess format for studio-generated digital assets, saving exhibitors valuable time for their multitasking teams. Traditional assets are now made available by select studios, ranging from mini one sheets to standees. Our partnership with Webedia Entertainment provides additional benefits to joining the IMC, including free csXpress, a utility that powers show-time searches on Google, Bing, IMDb, Rotten Tomatoes, and hundreds of other digital and print platforms. A studio-sponsored manager contest focusing on social media exposure was initiated this summer to great success. We are in conversation with several technology companies to further promote the moviegoing experience. What can members look forward to in 2017 and beyond? Moving forward, we are looking at launching a movie-themed concessions program and a central website for all members: MyTheatre.Rocks. n EXECUTIVE PROFILES Donna Freed brings over 20 years of operating, marketing, and sales experience to 2656 Marketing. Prior to creating 2656 Marketing in 2013 and Phaz2 in 2006, she was president of Terry Hines & Associates, helping to transform it from a regional firm to a national media-placement and promotional agency. Before THA, Freed served as a senior executive at Hollywood.com. Prior to that, at the Los Angeles Times as VP sales and marketing, Freed led the department with innovative new products and strategies to build the entertainment franchise into the largest product category of advertising revenue for the paper. Sandy Holmes is an accomplished and highly regarded media executive. Her more than 20 years of strategy, management, and marketing experience helped her to found mobile-centric technology firm Phaz2 in 2006 and 2656 Marketing in 2013. Her marketing experience has resulted in great success within the entertainment, gaming, and media industries. Holmes has worked with both major and independent film studios, creating strategies that expand customer engagement and increasing box office and ancillary success. Prior to creating 2656 Marketing and Phaz2, she held key positions with Channel One News, Tribune Broadcasting, and launched the sales and marketing departments for the West Coast’s leading public broadcasting station, KCET. Nancy Klueter is a highly accomplished and versatile film-marketing executive with 25-plus years of experience in distribution and exhibition. Prior to joining 2656 Marketing in 2015, she was vice president, exhibitor relations for Walt Disney Studios Motion Pictures, where she was responsible for developing and implementing marketing programs for films to ensure maximum success with grassroots programs. Prior to Disney, Klueter worked for AMC Theatres as a theater manager and in their Studio Relations Department. Klueter’s extensive nonprofit experience has greatly benefitted many charities, including Variety – the Children’s Charity. 38 BoxOffice ® FEBRUARY 2017
Compiled by Erica Lopez, Executive Director, Variety – The Children’s Charity of the United States CHARITY SPOTLIGHT RECENT EVENTS VARIETY OF WISCONSIN Holiday Party for the Kids December 10, 2016 Every year, Variety of Wisconsin has the pleasure of hosting its holiday party for hundreds of Variety kids and families throughout Wisconsin. This year, Variety of Wisconsin hosted parties in four cities throughout the state, including Milwaukee, Appleton, Madison, and Chippewa Falls. The celebration brings holiday cheer to the hearts of little ones and old. Families got the opportunity to take a family photo with Santa, and then enjoyed a movie with complimentary popcorn and drinks. Every child received a gift bag and book, too. UPCOMING EVENTS Variety of Iowa Des Moines Sweetheart Charity Date Auction February 4 Jasper Winery at 2400 George Flagg Pkwy, Des Moines, Iowa 50321 web: bit.ly/2ilUMAR This super-fun event for singles and young professionals will be held at Jasper Winery and feature 20 of the most eligible guys and ladies from around Des Moines. Admission is $10 at the door and includes appetizers, dessert, and the opportunity to bid. Remember, bid early and often as all proceeds benefit Variety and Iowa children. Mommy & Me: Sweetheart Dance benefitting Variety of Iowa February 11 web: bit.ly/2hw8jkD or bit.ly/2hzOnk3 Holiday Inn Downtown at 1050 6th Ave., Des Moines, Iowa 50314 Celebrate with your own little sweetheart(s) and create unforgettable memories. Enjoy dancing, capturing memories, sampling from appetizers and dessert buffet, and getting creative with a craft activity. Variety of Iowa Telethon March 4 & 5 Community Choice Credit Union Convention Center in Des Moines Each year, a lineup of local, national, and international personalities perform to support the children of Iowa. Working alongside the Telethon cast, thousands of volunteers and Very Interested Persons (VIPs) take pledges over the phones and solicit donations from family and friends. You may donate online at bit.ly/2iRcKar. Shouldn’t your concession stand have a few drinks? Adding beer, wine, and liquor to your concession stand attracts upscale patrons and increases profits. But you’ve got to do it right. That’s why we’re here. For over 45 years, Proctor Companies has been creating innovative, inviting spaces that sell, sell, sell. Considering a new project? Pick up the phone and give us a call. 800-221-3699 sales@proctorco.com Angelika_Half BO.indd 1 1/14/17 8:54 AM FEBRUARY 2017 BoxOffice ® 39
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Boxoffice - February 2017

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