The GSCA began its Audience Research project in fall, 2023. The Morey Group has been working with our Audience Research Task Force closely to develop a four-phased project:

1. Theater Positioning Report to identify giant screen theater audience characteristics, visitor origin, visit frequency, and market capture. Completed October, 2023.
2. National Market Survey to identify characteristics among current, lapsed, and non-attending audiences. Completed February, 2024.
3. Audience Survey to identify audience characteristics and motivations, evaluate experiences, assess impressions, and predict intent. Will be completed September, 2024.
4. School Group Survey to identify motivations, expectations, competition, and intent of school group field trips. Will begin First Quarter, 2025.

During this session, The Morey Group will present top level findings and actionable insights from the Audience Survey.

Session Organizers:

• Thom Benson, Tennessee Aquarium
• Diane Carlson, Giant Screen Cinema Consulting

Presenters:

• Megan Davey, VML, Managing Director, Strategy & Insights
• Nikki Hardin, VML, Managing Director, Data & Innovation

Do you know that consumers expect brands to offer optimism, uplift and re-enchantment? Or that 63% of consumers want brands to provide them with multisensory experiences? How about the idea that consumers will actively seek out brands that give them a reason to smile? VML, part of the world’s largest advertising agency, will share highlights from their 2024 global consumer trends assessment and provide insights into the rapidly evolving social media landscape.  What market segments are using which platforms? What format of messaging is working on each? Are there examples of AI driving messaging in social media?

With 30,000 employees world-wide including offices in North America, Europe, Australia, and Asia and working with some of the biggest global brands VML has the resources and need for up to the minute consumer insights to help their customers drive growth and build relationships of trust.

They will focus on how their insights can assist our industry now. The VML Nashville office has direct experience with our industry having worked with the Tennessee Aquarium and IMAX Theater through their ongoing work with Tennessee Tourism.

A breakout session, where attendees will discuss how to leverage the information presented relevant to their own needs, will be included.  Q & A follows with VML available after the session to interact informally with interested audience members.

Moderator: Brad Lisle, Producer/Director at Foxfire Interactive

Presenters:

• David Schweidel – Professor of Marketing & Goizueta Chair in Business Technology, Emory University’s Goizueta Business School
• Caroline Borgudd – Marketing Communications Manager and Steering Committee Member, Cosmonova, Swedish Museum of Natural History
• Mary Jane Dodge – Senior Project Director at MacGillivray Freeman Films
• Max Collister – Marketing and Communications Manager at SK Films

Kick off the session with AI marketing expert,David Schweidel, Professor of Marketing at Emory University’s Goizueta Business School. David explores how marketers can harness generative AI for search engine optimization, search engine advertising, and display advertising.  David also presents how AI can be used to increase engagement with apps, chatbots, and avatars. Next, hear from GSCA innovators who share their recent AI marketing experiments and experiences. Finally, engage directly with the speakers in a dynamic Q&A session, where you can delve deeper into AI strategies tailored to the unique challenges of the giant screen film industry.

Moderator: Phil Streather

Presenters:

• Patty Collins, MacGillivray Freeman Films
• Gina Glen, IMAX Corporation
• Ryan Holota, Saskatchewan Science Centre
• Patricia Keighley, IMAX Corporation

 Description:

Is it time to re-visit the distributor/theater splits? 75% average to theatres was forged in the heady days of theaters spending $100,000 or more to market each film. Co-op marketing, where distributors provide theaters with cash to market the films, is increasingly the norm. This session gets down and dirty with the budgets, revenues and returns of our wonderful films and dares to ask the big question: Is it time for a change?

Session Organizer: Ryan Holota, Saskatchewan Science Centre

Presenter: John Morey, President, The Morey Group

Session Overview:

In a world increasingly driven by data, understanding how to collect and interpret data is crucial for making informed business decisions. This session aims to demystify data science for non-technical professionals, providing practical insights and easy-to-implement strategies. 

1. Introduction To Data Collection
   1. Why data is important
   2. Common Terminology
   3. Types Of Data
2. Finding Data and Data Sources
3. Getting Started
   1. Importance of defining goals for your data program
   2. Use the data to help understand what is attainable
4. Building A Dashboard
5. Gaining Insights From The Data
   1. Putting your data to work for you

Presenter: Meg Bell, IMAX Melbourne

Session Overview:

In today’s digital age, unique content creation and social media is an essential tool for engaging with audiences and driving traffic to giant screen theatres.

Meg Bell from IMAX Melbourne will present an insightful session on leveraging film and documentary content, along with social media analysis to enhance audience engagement and improve marketing strategies.

Session Description:

Meg and the IMAX Melbourne team are experts in creating engaging content for marketing channels and social media analytics to engage and grow the audience at IMAX Melbourne.

Meg will share their methods & analysis of the theatre’s multi channel, content-driven marketing campaigns and social media performance across multiple platforms, including Facebook, Instagram, and TikTok. This session will cover:

• Development of unique and popular content for marketing and social media:Exploring how you can adapt documentary and film content for your marketing strategies that resonate with different audiences and gain engagement
• Success Stories: Detailed case studies of successful marketing and social media campaigns that boosted attendance and enhanced brand visibility
• Data-Driven Decisions: How to use social media analytics to inform marketing decisions and optimize future campaigns.
• Engagement Strategies: Practical tips for creating compelling content for multi channel campaigns and fostering meaningful interactions with audiences

Attendees will gain valuable knowledge on how to best develop and utilise content and analyse campaign performance to attract and retain audiences and ultimately drive ticket sales and visitor engagement.

Learning Outcomes:

• Understand and identify opportunities for unique content development that serves your audience
• Identify successful content strategies for different marketing channels
• Understand the tools and and metrics for analysing marketing and social media performance
• Learn from real-world examples of both successful and less effective campaigns.
• Gain actionable insights to improve your theatre’s social media presence and marketing efforts.

Introduction: Ryan Holota, Saskatchewan Science Centre

Presenter: Larry Etter, CCM
Senior Vice President at Malco Theatres
Director of Education at the Entertainment Food and Beverage Association (formerly known as the National Association of Concessionaires)

Session Overview:

While ticket sales are essential, untapped revenue potential lies in a giant screen theatre’s concession. This session will explore the changing landscape of the concession stand.

Session Description:

The changing landscape of the concession

• No longer a simple concession stand or snack bar

Strategies for the next generation of Food and Beverage services at Giant Screen theatres.

• Service Standards
• Quality of Food and Beverage and Rising Consumer Expectations
• Speed of Service: Transaction Times and Data

Operational efficiencies

• Value Propositions
• Cost Efficiencies
• Profitability

Innovations

• What WAS possible compared to what can be done in the same space today.
• Alternative Content – not in film – but in F&B and repositioning.

Strategic Planning For Your Location

• Sharing Successes
• Demographic Influences
• Finding The Right ‘Fit”

Session Organizers:

• Thom Benson, Tennessee Aquarium
• Diane Carlson, Giant Screen Cinema Consulting

Moderator:

Thom Benson, Vice President and Chief Communications and Marketing Officer, Tennessee Aquarium & IMAX® Theater

Panel Members:

• David Blair Chief Marketing Officer, Chattanooga Tourism Co
• Caroline Borgudd, Marketing Communications Manager and Steering Committee Member, Cosmonova, Swedish Museum of Natural History, Stockholm, Sweden
• Patty Collins, Director of Distribution, MacGillivray Freeman Films

Description:

 Learn how can you work with your regional tourism office to boost visibility and attendance to your theater. What do tourism offices look for in local partners? What data and insights can you gain from their visitor research? How can you work together to achieve mutual success? David Blair has worked with the Tennessee Aquarium and IMAX Theater and brings deep knowledge of marketing national brands and social media strategies to his tourism work. Caroline Borgudd from Stockholm works with her local tourism office to get valuable data about tourist trends and events that she can use to drive attendance. She will share examples of this beneficial information source. Lori Rick has worked with tourism agencies including  Brand USA and Tourism Ireland on film sponsorships. Lori will share insight from these partnerships as well as examples of local marketing activation with theaters.