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Julie LarocheMontreal Science Center

Old Port Montreal, Quebec, Canada

Sharks on the Screen and in Exhibits

Presented by

Julie La Roche

Director Sales, Products and Customer Service

Montreal Science Centre - Old Port of Montreal

Sharks on the Screen and in Exhibits

Some history :

˃ IMAX Theatre opening in 1988˃ Montreal Science Centre

inaugurated in 2000˃ A first to be presenting same

topic film and exhibition

Sharks on the Screen and in Exhibits

Communication goals :

˃ Create a “ Shark happening ”˃ Increase IMAX-Exhibition combos

Sharks on the Screen and in Exhibits

Challenges :

˃ Exhibition opening early April, butIMAX movie not ready before end of

May˃ Differentiate exhibition from film

Sharks on the Screen and in Exhibits

Strategy :

˃ One campaign for exhibition˃ One campaign for IMAX movie˃ A combo promotion campaign

Sharks on the Screen and in Exhibits

EXAMPLES OF EXECUTION

Sharks on the Screen and in Exhibits

OUTDOOR BANNERS

OUTDOOR BANNER

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EXHIBITION HALLWAY

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WEBSITE /SOCIAL MEDIAS

Sharks on the Screen and in Exhibits

WEBSITE/SOCIAL MEDIAS

Sharks on the Screen and in Exhibits

Sharks on the Screen and in Exhibits

ADVERTISING

Sharks on the Screen and in Exhibits

Sharks on the Screen and in Exhibits

Sharks on the Screen and in Exhibits

PROMOTION

Sharks on the Screen and in Exhibits

PROMOTION

Sharks on the Screen and in Exhibits

Sharks on the Screen and in Exhibits

Questions

Sharks on the Screen and in Exhibits

Thank you !

New England Aquarium “Sharks”

“Dragons” Billboard

Extending Your Reach Through Partnerships and Good Ideas

David Henderson, Manager, IMAX Theatre

Canadian Museum of Civilization

Lessons from this cartoon:

1. Being polite can save your life

2. Instructive: consider observing something common in a new way; give it an imaginative twist

3. How others may see you can be illuminating

A new partnership…discovered by chance

• Listened to radio interview on way to work

• Grade 5 student gave a review on radio of the “We Day” Conference, on behalf of website Macaroni Kid

• Made imaginative leap: What if kids were given a chance to write IMAX film reviews?

• Who best to inspire but young people -- by giving them a challenge

• Best reviews won a prize, not only for the young writer, but they won a prize for their whole family (IMAX Club Memberships)

The partner: Macaroni Kid

The partner: Macaroni Kid • Founded 2008

• Mission: Macaroni Kid and its family of Publisher Moms are dedicated to delivering the scoop on all the family-friendly events and activities happening in their communities each week.

• Macaroni Kid is a “media brand” that reaches active moms with pre-K and school-age kids

• Revenue: Advertising

• Each local edition is published by a mom who lives and raises her family in her community.

• Local Ottawa edition has been online for 3 years

• Macaroni Kid gives unique credibility and value to readers. Readers get the inside scoop on what to do with their kids in their town from the mom who always knows what's going on.

The idea • Created “The IMAX Kids’ Critics Challenge” in partnership with

Macaroni Kid

• Planned two screenings of Flight of the Butterflies: one in French, one in English

• Macaroni sent direct emails to subscribers, with links to IMAX website & trailer of Butterflies (they also had key local media contacts)

• The prize: IMAX Club membership for the winning writer and their family

• Two winners: One for best review from writer in Grades 4-5; One for best review from writer in Grades 6-7

• Timing: both screenings: Saturday morning in June 2013

Samples from winning reviews (1)

“Personally, I think this presentation is best suited for ages seven and up….This presentation has taught me lots about butterflies that I did not know. For example, I didn’t know what milk weed was and that butterflies had baby caterpillars on milk week. Facts like this make the presentation way more interesting ! Keep on going IMAX with those awesome presentations!”

Jacob, age 11

Samples from winning reviews (2)

“ I really liked the colouring of the butterflies and the classical music…The film made me think about how we should change our garden to more butterfly friendly plants. I don’t think there is anything I would change and I think that the public will really enjoy the flight of the Butterfly movie.”

James, age 9

my brother also sent in a review, also aged 9. We are twins

“I liked it when they found all the butterflies. I would have like it if there was danger in the movie. But there wasn’t. Three stars out of five.

Molly, age 5

Personal Fav #3

“I liked how you told the life of a butterfly and added a true story to it. I think you should add just a little bit more information about the butterflies. I know I could never even make that IMAX. You guys did a terrific job. I rate it 4 out of 5

Danika, age 9

Personal Fav #2

Personal Fav #1

“I wish the film had more bad guys.”

Molly, age 5, upon leaving the theatre

Note from a parent

Hi Sara-Lynne and David

Many, many thanks for the amazing opportunity.

Our family is thrilled to be able to visit the IMAX theatre for the year.

Erin

Observations & Conclusions (1)

• This idea can be used many times; perhaps for every new film we launch (and for new exhibitions at the museum) – but don’t launch it in June ! Timing is crucial

• Timing: Although sent press releases & idea promoted via Macaroni, and screenings were free, 20 families in the English screening; 40 in French

• Encourages young people to be engaged in the film in a new, challenging way (and the winners win something for their family – they earn something, and become a “provider”

• Our theatre becomes a source for new adventure, learning, accomplishment, active participation, and inspiration. They feel a part of it and the film they watch

• Your film distributor will love you – and they can promote your idea and theatre on their medial channels

Observations & Conclusions (2)

• The idea is “scalable”: in future, invite “real” film critics as judges or to share advice before a film screening; invite students in other grades

• Since we partnered with an web-based company, it was simple to spread the word and to reach their subscribers

• Great partnerships may be discovered and inspired at any time

• At the conclusion of their reviews, many kids wrote: “thank you for this amazing opportunity.”

• When kids show gratitude, you know you are on to a good idea with a great partner

Smithsonian SCVNGR Program

Museum of Science QR Codes

Corinna GrahamMuseum of ScienceBoston, MA USA

Transporting Visitors: Travel/Culture Films at a Science Museum

Focus on Travel• Seeing places that would otherwise be

difficult/too far away to visit• Wonders of the world• Experiencing life in a distant city• Other travel films at MOS: The Greatest Places,

Arabia, Amazon.

Other Travel/Culture Headlines

Extraordinary land. Extraordinary adventure. - Arabia

Go places even your GPS can’t find. - The Greatest Places

Focus on Culture: Jerusalem

Jerusalem Billboard

Jerusalem Digital Display Ads

Outreach to Community and Religious Groups

Sent materials announcing arrival of the film tolocal religious groups, community groups, seniorgroups and councils on aging.

We were able to do a group discount for ourDead Sea Scrolls exhibit for September, so itwas a great message to pair with arrival of thefilm.

Jerusalem World PremiereWith producers and distributors, invited pressand special guests and local community leaders.

Also made some tickets available to public tohave a completely full theater.

Opened film at MOS on September 12 for thisselect audience. Film opens across country onSeptember 20.

Boston Jewish Film Festival at Museum of Science

for JerusalemWe will host a showing of JERUSALEM in ourMugar Omni Theater during the annual BostonJewish Film Festival on November 12.

The film will be followed by a panel including aRabbi, Priest, and Imam to discuss the history ofeach religion in the region.

Getty Museum – “Lady in Blue”write 1st line of letter

Alexandra van der ZeeOmniversum

The Hague, Netherlands

Campaign Challenges & Strategies

Campaign strategies:•Make the film also appealing for boys and men,

not only girls and women

* Generate enormous free publicity

Challenges:Will people drive for one hour to see this film?

Make the film interesting in a country where no monarch

butterflies live.

Appoint an ambassador

Big Idea

Doktor Freek VonkDutch Steve Irwin = Freek Vonk!

2 press screenings, 20 journalists,15 interviews, 3 TV shows (2 national, 1 regional), 1 radioshow (national).6 telephone interviews

Results: printed articles worth more than $267,630 -- in advertising.

Regional Public TV, average of 35.000 viewershttps://www.youtube.com/watch?v=4hV2QquRMzM

National Public TV, average of 1,000,000 viewers:

Social Media Freek Vonk had 24,683 followers at the moment we hired him. One month later the number increased to 25,607 followers.

Freek tweeted frequently during the press events and the opening of the film. He also used his Facebook page to promote the film.

Official launch of Flight of the Butterflies : The Children’s Premiere

Freek is very popular with boys, age 4 to 15 years old. Freek made the film very attractive for this target group.

Publicity: articles in newspapers and magazines

-Free publicity value more than $265,000

-Catering and shop turnover: +21%

-Visitors results in first 6 weeks: 16,000 attendance

-First two months: 18,000 attendance

-May was the best month in recent history: 35,360 visitors

Results:

More Results:

- 30% new visitors in the first 6 weeks

- 10% more visitors who haven’t been at Omniversum the past 5 years

- 40% saw the TV spot (normally 20%)

- 21% saw an article in newspaper, magazine or online (normally 7%)

- 12% saw the online campaign (normally 7%)

- 7% saw the social media campaign (normally 5%)

- 22% of the attendance was 50+, slightly more than usual (18%)

- In first month 4,000 clicks on the Adword: ‘Win tickets for Flight of the Butterflies’, that is 25% of the ambition in only 20% off the online budget

Mining the MAC Awardsfor Marketing Ideas

Mary Jane Dodge

MacGillivray Freeman Films

Indiana State Museum IMAX Theater collaborated with the Indianapolis Zoo to

launch Born to be Wild.

Indiana State Museum IMAX Theater collaborated with the Indianapolis Zoo to gainPR exposure for the film, Born to be Wild. The elephant from the zoo delivered the last reel

of film to the IMAX Theater.

Science Center of Iowa

List of Sponsors for Harry Potter

Science Center of Iowa

Science Center of IowaMedia sponsorship with WHO TV NBC affiliate

Contract is to sponsor IMAX films for 3 years

SCI receives• A bank of advertising hours with WHO to

use for IMAX films• One Saturday interview a month consisting

of four one-minute interview in two hours • A one minute interview each Friday

 

Science Center of IowaMedia sponsorship with WHO TV NBC affiliate

Contract is to sponsor IMAX films for 3 years

WHO TV receives: • Recognition as media partner for all IMAX films• Logo recognition on exhibit “What on Earth”

and “The WHO” Weather Studio• Recognition on IMAX pre-show• All film collateral • SCI’s website and Annual report • A number of tickets to give away• Exclusive media access to select stories,

priority interviews and access to exhibit previews

SHOW ENTIRE PROPOSAL

FOR SPONSORSHIP

Singapore Sponsorship Proposal

Iowa - sponsors

~ THE MAIN EVENT ~

• Muggle Quidditch Tournament: Games & Clinics• Michigan State University vs. Oakland University

• Friday, July 15, 2011• Front Lawn of Henry Ford Museum

The Henry Ford IMAX Theatre• PHOTO SLIDE SHOW• GSCA 2012• ~ BEST FILM LAUNCH BY A THEATER ~• “Harry Potter & the Deathly Hallows, Part 2: An IMAX 3D

Experience”

The Quidditch teams.

Both teams with their Quidditch trophies. It was a GREAT day!

News vans from our local NBC & ABC affiliate TV stations.

FAVORITE CREATIVE

Montreal

Butterflies – Telus Spark

Wake Up To Great Ideas

Thank you all for sharing

your wonderful ideas

Rich Swietek - ModeratorFriendly Giant Marketing

207.361.3774

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