Sep 1, 2004 12:00 PM, By Lorin Cipolla

Hollywood is seeking innovative ways to touch consumers as studio marketing budgets continue to be stretched thin. Instead of just plunking down millions for 30-second TV spots, movie promoters are meeting their audiences at the mall in addition to their living rooms.

“Movie advertising in mall space has been around for as long as malls and movies have been together,” says Kurt Ivey, group VP-field marketing for mall developer The Mills Corp. “What started with movie posters years ago has now branched off into larger events that can help enhance the shopping experience.”

Chicago-based General Growth Properties, America's second-largest mall operator, is hoping to bring the hottest new flicks to its malls by way of a partnership with Twentieth Century Fox. In July, shoppers got a chance to check out previews of Twentieth Century Fox's blockbuster I, Robot starring Will Smith. The two-year alliance calls for exclusive mall marketing and promotion of Twentieth Century Fox films at 125 of General Growth's malls through on-site consumer events.

“We went the mall route because that's where the moviegoers are,” explains Lisa Licht, SVP-feature film promotions for Twentieth Century Fox. “We're looking for uncluttered environments where our message can really stand out and we were able to achieve that with General Growth.”

General Growth and Fox tested the partnership with an in-mall contest tied to the June release of Garfield. “We try to develop events that are appropriate to the movie we are promoting,” points out Wally Brewster, SVP-marketing and communications for General Growth. “We also want to provide an entertainment element for our consumers.”

At the kickoff event, consumers got their hands on free movie passes and I, Robot swag. Weeks prior to the movie premiere, oversized banners promoting the film were strategically placed throughout mall parking lots and, over the heads of mall shoppers and I, Robot signage was displayed throughout the properties. Restaurants in the food courts also distributed I, Robot-branded tray liners, table tents and other promotional materials.

For future mall events, stars of the newest blockbusters will be on hand to meet shoppers and promote their films. Fox will promote its niche films in certain segmented markets and its more universal films in all markets in an attempt to target different demographics.

“There will be some movies where teens and young adults are our target — Taxi is a good example of that,” Licht says. “We are also doing a mall program for First Daughter, which will be a young girls and moms event.”

The deal benefits both partners, especially since General Growth is always looking for ways to increase mall traffic while enhancing its shoppers' overall experience, while Fox is attempting to more cost-effectively promote its feature films. Ninety-five General Growth locations have movie theaters on site and according to company research, over 1.8 billion consumer impressions are made each year in its malls — that could translate to a lot of movie tickets.

“Fox is innovative and always looking at new opportunities to promote their films. Shopping centers provide a great opportunity for that,” Brewster says.

Upcoming mall events include promotions for Taxi, starring Queen Latifah and Jimmy Fallon; Elektra, based on the Marvel comic superhero, starring Jennifer Garner; and Robots, the latest animation from the creators of Ice Age.

The Mills properties, headquartered in Arlington, VA, have developed a marketing program that will create special movie days for parents with young children. Not yet finalized, the program is expected to debut this October as part of a joint promotion with its recently launched kids club, Muggsy's Meadow.

“There's a huge amount of crossover traffic in our malls between retailers and the entertainment component of our centers, and this helps set the tone for the shopping experience and helps drive traffic,” Ivey says. “Retail and entertainment is a winning formula.”

The Mills properties are host to such movie chains as Showcase Cinemas, Regal Cinemas and AMC.

“The screenings will feature dim lights for kids that are afraid of dark theaters, the volume won't be turned up as loud and there will be changing tables set up for moms with young children,” Ivey says. “The movie days will be promoted on mall signage and directories, in our mall publications and on our kids' club Web site Muggsysmeadow.com.”

Targeting a slightly older crowd, MGM launched the World's Largest Sleepover at the Mall of America in Minneapolis in June to promote its summer comedy Sleepover. Tweens from across the country were recruited to participate in the girls' night out.

Alexis Vega and Sean Faris, who appear in the film, showed up to sign autographs. Similar sleepovers were held simultaneously in 21 markets including Atlanta, Boston, Chicago, Dallas, Denver, Houston, Los Angeles, Miami, New York, Orlando, Philadelphia, Phoenix, Sacramento, San Diego, San Francisco, Seattle, Tampa, Toronto and Washington, DC.

MGM recruited girls by running an ad in The LA Times, and building word of mouth buzz. Organizations such as the Girl Scouts, YWCA, dance and gymnastics schools, Big Brothers Big Sisters of America, recreation centers and children's museums all received notice of the local events. Select children's retailers in malls across the country mounted signage to inform customers of the event.

Festivities included sneak peek screenings of the film, contests, makeovers, beauty sessions and food. World's Apart, makers of the Readybed, supplied several hundred inflatable sleeping bags for the event. All girls that attended the sleepovers got goody bags filled with T-shirts from the movie, jewelry, coupons and other swag. Over 5,000 girls participated.

“Some markets certainly exceeded our expectations — Minneapolis [Mall of America] being one of them,” says Wendy Kupsis, VP-field publicity and promotions for MGM. “Media is important to any studio's campaign, it's absolutely not dead. With this event, however, we were trying to create some buzz and events like this work in tandem with a traditional media campaign.”

Milton Bradley, a sponsor of the event, also released at the sleepover its new game, Cover to Cover, which uses an electronic centerpiece, category cards and four magazines. Players have to find certain things in the magazines in a limited amount of time.

“In 2005, we will be exploring other possibilities to market movies in malls,” Kupsis says. “The mall venues are perfect because there is such a wide range of different types of people and potential audiences. If we can make it ‘stunty,’ the publicity coverage brings an extra element to the campaign. We always try to make something happen at a mall if it makes sense.”

:: Renew / Subscribe to PROMO Magazine::

DON'T MISS AN ISSUE! PROMO Magazine provides insights into using promotion marketing as strategic, measurable component of an overall marketing mix. DON'T MISS OUT on "how-to" information on strategies and tactics successful marketers use to improve product sales and brand image. Renew your subscription Subscribe to the magazine Sign up for email newsletters

A panel of professionals answers your questions. Submit your questions.
		Michael McKelvie Gift Cards and Reward Cards
		Bob Bell Tie-in Partnerships
		Dave Hunt Rebates
		Bruce Hollander Sweepstakes
		Joel Parent Interactive
		Become an Expert More Info