1. M
Expanding El Capitan Theatre Brand Presence and
Marketing Opportunities on Emerging Social Media
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2. Overview: Where We Are
• 6,137 • 16,750 • 5,907 • 254 • 14 • 201 • 40
Followers Likes Total Reviews Video Followers Klout Score
People Uploads
• 1,114 • 8,163 • 4.5 / 5 • 17 Images • 505
Tweets Check Ins • 8,558 Stars • 16 Uploaded True Reach
Check Ins Subscribers
• 61 • Primary • 6
Following Audience: • 13,739 Amplificati
25-34 Video on
Females Views
(23.1%) • 17
Network
Impact
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3. Klout Score
‣ Measures influence based on an individual’s ability to drive action in past 90 days.
‣ Every time one creates content or engage, one influences others.
‣ Score is based from 1-100 with 100 being the most
‣ Uses data from social networks in order to measure:
‣ True Reach: How many people you influence
‣ Amplification: How much you influence them
‣ Network Impact: The influence of your network
‣ El Capitan Theatre Score: 40 Company El Capitan TWDC AMC Cinemark
‣ True Reach: 505 Score Theatre
40 71 68 55
‣ Amplification: 6 True Reach 505 69,312 36,487 4,389
‣ Network Impact: 17 Amplification 6 5 9 8
Network 17 51 49 38
Impact
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4. M Moving Forward:
Steps to Increase Our Brand Presence
• Build on Existing Content
• Explore New Platforms
• Evaluating Competition
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5. Building on Existing Content
} YouTube
} Create original content that showcases the history and majesty of the Theatre.
} Short videos that span from 01:30 to 02:00 that offer inside views to the Theatre
} Potential Video Topics
¨ The Organist
¨ The Best Seat in House
¨ Working at El Capitan
¨ Feature on Employee
¨ The History of the El Capitan Theatre
¨ The Soda Fountain
¨ Getting El Capitan Ready for Premieres
} Once this content is edited, push it out using Facebook and Twitter to share with the already
existing network.
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6. Building on Existing Content (Cont.)
} Facebook (Cont.)
} Fan Art
} Encourage fans to post Walt Disney Studio fan art onto the page of the films that are going to be shown.
¨ The photo with the most likes, receives a gift package of the film.
¨ Wreck-It Ralph drawings
¨ Winner receives promotional Wreck-It Ralph gear
} Idea has to be approved by User Generated Committee (UGC)
} Rewards
} Booshaka TOP FANS
¨ Pricing $99 per month
¨ Rewards fans who actively participate on the group page with points
¨ Top Fan receives promotional prizes or recognition
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7. Building on Existing Content (Cont.)
} Twitter
} Encourage them to reach out to us by starting the conversation of the Theatre.
} "@JohnSmith Glad you could come out to the Theatre! How did you like Dolby Atmos?"
¨ When they mention @ElCapitanThtre us, all of their followers see it.
} RT Movie news, but also from the directors of the films
} Followers want to know everything about the film
} RT Directors or Actors playing in film
} Promotion for El Capitan Theatre
} Users take photos of the El Capitan Marquee for a chance to win movie prizes
¨ User-generated content must be approved by UGC Committee.
} Idea is that the user's network will see the image as well, thus increasing the chance of other users to find us.
} Example of copy
¨ "Heading to Hollywood? Tweet (@ElCapitanThtre) or Instagram (@ElCapitanThtre) a picture of the
Marque for a chance to win free movie passes!"
} Run this for a week and at the end of the week, we choose a winner at random.
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8. Exploring New
Platforms
‣Pinterest
‣ The Idea
‣How do we add/give
more content to the fan
or the consumer
‣How do we give them an
inside look on what to
experience
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9. Pinterest
‣ A pin-board style social photo sharing website that allows users to create
and manage theme-based image collections such as events, interests,
hobbies, and more.
‣ Higher Traffic than:
‣ Google+
‣ YouTube
‣ LinkedIn
‣ Relevance
‣ Disney just obtained legal rights to be on it.
‣ El Capitan Theatre can post images that are pertinent it’s history or company culture,
generating curiosity and interest to the Theatre
‣ Shows the human element of the Theatre
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10. Pinterest (cont.)
‣ The Strategy
‣ Create a board with few keywords tags from SEO Strategy
‣ Hashtag Keywords
‣ Family; Fun; Hollywood; Kids; Parents; Disney; El Capitan Theatre; Mickey; Brave
‣ Add content to the board
‣ Highlight our best visual content and put it onto a board
‣ Engage with other Pinners and seek those who are popular or have a large network.
‣ The Goals
‣ Gain brand recognition
‣ Drive traffic to the El Capitan website
‣ Convert new visits into leads
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11. Pinterest (cont.)
Examples of others
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12. Pinterest (cont.)
Examples of others
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13. M Evaluating Competing
Movie Theaters & Social Media
AMC | CINEMARK | REGAL | ARCLIGHT | GRAUMAN'S CHINESE
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14. AMC Theaters
‣ Social Media
‣ Facebook | Twitter | Instagram | Pinterest
‣ Facebook Timeline dating back to founding
‣ UStreams with talent and filmmakers
‣ Facebook Tops Fans Applications
‣ Movie news as well as
‣ Promotions
‣ AMC Stubs Loyalty Program
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15. Cinemark Theaters
‣ Social Media
‣ Facebook | Twitter | Instagram | Pinterest | Blog
‣ Facebook Apps
‣ Sweepstakes and giveaways of signed posters and items
‣ Promotions
‣ Classics Campaign
‣ Showing old movies for a one day only screening
‣ Reel Family Time
‣ 75¢ Admission Per Person for Parties of 3 or More
‣ Senior Days Every Monday
‣ Discount Tuesdays All Day on Tuesdays
‣ Student Discounts
‣ That's A Wrap!
‣ (Last Run at Special Price on Tues. - Thurs.)
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16. Regal Entertainment Theaters
‣ Social Media
‣ Facebook | Twitter | Pinterest | Blog | YouTube
‣ Facebook Applications which include: Photos, Showtimes & Tickets, Weekly Coupons,
Total Recall Instant Win (sweepstakes), Movie Trivia, Ratings, Guidelines, Youtube.
‣ Promotion
‣ Regal Crown Club Loyalty Program
‣ Straw Vote
‣ Buy a medium or large frozen drink and we'll make 50¢ donation to charity based on the flavor you choose
‣ St. Jude's Childrens Hospital
‣ Boys & Girls Club
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17. Arclight Cinemas
} Social Media
} Facebook | Twitter | Youtube | Pinterest
} Exclusive Q&As with actors and directors
} Entertaining movie facts
} Fostered a community through social outreach and events
} Promotions
} Member Loyalty Rewards Program
} Buy online as a member, get $1.00 off each ticket at www.arclightcinemas.com
} Host various Film Festivals
} Currently have Stop-Motion sets from "ParaNorman" at the Arclight Hollywood.
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18. Grauman's Chinese Theatre
} Social Media
} Facebook | Twitter | Foursquare
} Broadcast live from the red carpet of premieres
} Webcam
} Photos from Premieres
} List of Past and Upcoming Premieres
} Promotions
} 25¢ Family Flicks Every Saturday at 10am in July & August
} Chinese Theatre Tours
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