FILM THEATRE DE UITKIJK: UPLOAD CINEMA

Credits:

Title: UPLOAD CINEMA
Advertiser/Client: FILM THEATRE DE UITKIJK
Product/Service: CINEMA SCREENING
Entrant Company: LOWE/DRAFTFCB Amsterdam, THE NETHERLANDS
Sales Promotion/Advertising Agency: LOWE/DRAFTFCB Amsterdam, THE

NETHERLANDS
Creative Credits
Name Company Position
Dagan Cohen Lowe/DraftFCB Creative Director
Dagan Cohen Lowe/DraftFCB Copywriter
Jeroen Flink Lowe/DraftFCB Junior Copywriter
Dagan Cohen Lowe/DraftFCB Art Director
Nils Noltee Lowe/DraftFCB Junior Art Director
Miriam De Kemp Lowe/DraftFCB Designer
Eva Bodok Lowe/DraftFCB Designer
Stefan Van De Geer Lowe/DraftFCB Animation
Mark Vertegaal Lowe/DraftFCB Interaction Programmer
Dagan Cohen Lowe/DraftFCB Strategy
Barbara De Wijn Upload Cinema Strategy
Irene Van Deijl Lowe/DraftFCB Account
Esther De Kok Lowe/DraftFCB Account
Sharoni Van Hulzen Lowe/DraftFCB Account
Steven Van Hemmen Condor Editor
Klaas Berings Most Original Soundtracks Music Composer
Maurice Mikkers Photographer
Details
Describe the brief from the client:
We were asked to find a new audience for the oldest film theatre in the Netherlands, De Uitkijk in Amsterdam. Like many other small, independent (art house) cinemas in Europe, De Uitkijk is facing shrinking audiences and is struggling to survive. The competition comes not only from so-called ‘multiplexes’ but also from home cinema and the Internet. De Uitkijk is looking for an increase in visitors of at least 10%. The target is a (preferably young) audience interested in ‘quality cinema’. Insight: The new generation of film fans watches and shares movies online. A whole new film culture is emerging outside the cinemas.
Describe how the promotion developed from concept to implementation:
To drive this ‘new generation’ of film fans to the De Uitkijk, a special film club was created: Upload Cinema. It’s goal was to bring the best videos of the web on to the silver screen. Every first Monday of the month, a fresh program of Internet shorts was screened at De Uitkijk. With a new theme each month. The audience couldsubmit films from which an editorial team would select the best and compile a 90-minute program. Upload Cinema was launched the way many online communities are: by invitation only. Without any form of traditional advertising, just by word of mouth and ‘Member Get Member’ the club emerged rapidly.

Describe the success of the promotion with both client and consumer including some quantifiable results:

Upload Cinema has been a great success right from the start. From the original

invitation mailing of 300, more than 500 members were recruited in just three months (target 250). All the screenings are fully booked (100% of the seating capacity). That’s four times more than usual on a Monday! (Target was 50%). The total number of visitors to De Uitkijk in the last three months of 2008 rose by 22% compared with 2007! (Target was 10%). A survey showed that out of the 38% of visitors who had never been to the film theater, 70% expressed interest in visiting De Uitkijk on other occasions.
Explain why the method of promotion was most relevant to the product or service:
By bringing ‘the best of YouTube’ to the big screen, two audiences met: a new generation of film fans discovers De Uitkijk and ‘quality cinema’ while an older audience discovered the ‘wondrous world’ of web film. At the heart of the (ongoing) promotion campaign are the monthly theme evenings, which are
introduced live by the editorial team. Creating an intimate and memorable cinema experience worth spreading amongst friends and relatives. And generating a lot of return visits. E-mail and website were used to inform, activate and connect (prospective) members. Low-budget posters and flyers are used in the cinema itself.