"Sony Pictures rolled out the campaign in two phases. The objective in the first phase was to raise awareness before the movie release. Once the movie was in theatres, the second phase sought to make it effortless for consumers to book tickets to see the film in the nearest cinema. Underpinning the campaign's overall strategy was the use of unique location data, available only from mobile devices, to facilitate a hassle-free cinema experience."
"The month-long campaign exceeded expectations by reaching roughly two million mobile users in Singapore, almost 40% of the Singaporean population. 71 thousand users watched the movie trailer in its entirety, roughly 3.55% of total exposed users. For the Video & Card creative format, over 67% of total users stayed more than 12 seconds in the format. More than 24 thousand shoppers clicked to book movie tickets after exposure to the campaign, delivering a conversion rate of 1.2%."
"Movie theaters are facing stiff competition from online streaming services and other platforms. With a growing number of media entertainment sources, going to the movies is becoming less frequent than it used to be. In fact, cinema attendance saw a double-digit drop for the first time in Singapore in Q1 2017."
Sony Pictures partnered with S4M and IPG Mediabrands to launch a two-phase mobile campaign for The Dark Tower movie. The first phase focused on pre-release awareness, while the second phase facilitated ticket bookings once the film entered theaters. Leveraging unique location data from mobile devices, the campaign addressed declining cinema attendance by creating a frictionless moviegoing experience. The month-long campaign reached approximately 2 million mobile users in Singapore, representing nearly 40% of the population. Results included 71,000 complete trailer views, 67% of users engaging with video content for over 12 seconds, and 24,000 ticket bookings with a 1.2% conversion rate.
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