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Cineplex conducts Casting Call contest
By Adnews Staff
Cineplex Entertainment of Toronto recently concluded a contest promotion called "Casting Call." The promotion, developed in-house, took the form of a search for three Canadian movie fans to host the cinema chain's pre-show program. It began with a teaser phase in late June, followed by a video submission phase and public voting. Entry was restricted to members of the chain's Scene loyalty program. Promotion included in-theatre, radio, web and social media materials. The three winners received enough loyalty points to watch free movies for a year. The new Cineplex Pre-Show program will debut on Aug. 29.
"We wanted to create a program that would offer Scene members an unbelievable exclusive opportunity and continue to grow the entertainment value of the Cineplex Pre-Show," said Pat Marshall, vice-president of communications and investor relations at Cineplex Entertainment. "This campaign also proves how successful an advertising campaign can be when taking advantage of Cineplex's media channels in an integrated approach. We were incredibly impressed by the quality of Casting Call submissions we received from Canadian movie fans."