Famous Players begins price drop campaign
By Adnews Staff
Theatre chain Famous Players has begun a campaign to promote a reduction in its adult ticket prices in Ontario. Created by The Hive Strategic Marketing of Toronto, the initiative uses creative intended to resemble movie posters from four film genres: romance, horror, science fiction and blockbuster. In each case, the title of the movie is given as "Nine Dollars and Ninety-Five Cents." The ads will run in typical movie poster locations such as billboards and transit faces, according to the agency. The campaign will also use radio ads made in the style of movie trailers for each genre. "Our challenge was to think past the initial phase of the program when people are focusing on the price alone, to the next stage where competitors may have reacted by matching the price," said Jeff Rush, vice-president of marketing at Famous Players. "By drawing consumers into the price story with a 'voice' and a format that is so familiar to them, we were able to align the price point with the Famous Players brand so that the two become one."