Cinema Industry
Integrated Marketing Plan and Campaign
An innovative strategic marketing plan and a series of integrated campaigns were created to support cinema year-round, even during the summer months. For the first time in Italy, the entire film industry – including Associations, Distributors, Producers, Exhibitors, and Institutions – collaborated cohesively to revitalize cinema as a cultural and social form of entertainment, keeping it active and vital throughout the year.
The “Al cinema tutto l’anno” campaign gained traction with the support of MiBAC (Ministry of Cultural Heritage and Activities), which actively promoted and backed the initiative. A massive marketing campaign was launched with consistent and targeted presence at key film industry events and highly engaging public manifestations.
The main goal was to renew the perception of cinema in theaters, emphasizing its relevance not only in the traditional winter months but also in the summer, when film viewing might seem less immediate.
This initiative, MOVIEMENT, was dynamic and ambitious, stimulating interest in cinema and promoting its enjoyment as an activity that remains accessible and appealing year-round.
CLIENT
Cinema Industry
DATE
2019