This case study shows how to use traditional and interactive advertising to target the audiences you want.This case study from Lionsgate and Break.com will show you how to use traditional and interactive advertising to target the audiences you want. The movie studio and website partnered to increase awareness for the theatrical release of “Haunting in Connecticut.” To generate buzz, Lionsgate leveraged Break’s network of websites to reach a young male demographic they knew would be critical to a successful launch. In 20 key markets across the county, they hosted free advanced screenings. Break created and hosted a branded landing page with details of the screening, even providing viewers with the ability to print out their own tickets. The media buy consisted of geo-targeted ads in each market. Lionsgate supported the screenings on radio and print in each city, driving consumers to Break to sign up for tickets. The partnership garnered fantastic results – full theaters and a strong national opening!
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Presenter: Danielle De Palma, VP New Media, Theatrical Marketing, Lionsgate; Keith Richman, CEO, Break Media