3/20/11

The Castro Theatre - Creative Brief (v1)


ADVERTISING OBJECTIVE:

Promote the Castro Theatre to tourists visiting San Francisco and SF locals as a must-see local spot and special movie experience.


TARGET AUDIENCE:

Tourists and San Francisco Locals who have never been to the unique theatre


CHARACTERISTICS:

  • Variety of shows/movies: Hollywood classics, deliciously atrocious B films, genre favorites, film festivals, special events, sing-a-long shows, and current releases.
  • Old Hollywood glamour feel, with the latest audio-video technology.


PERCEPTIONS:

  • Front door is like a time machine; the lush interior and ambience takes you back in time.
  • Feels like you are going to see a play instead of a movie (laid-out like a theatre with balcony seating, and people also seem to dress up when they visit)
  • Feels like a live performance venue (with 1,400 seats it feels large, yet intimate, and also has a live organ performance prior to the movie).


STRATEGIC IDEA:

The movie’s only part of the theatrical experience


SUPPORT:

With a live organ music performance prior to the start of every movie, to patrons dressed in period attire (costumes reminiscent of Erte and art nouveau style), to fantastic shorts they sometimes show, to the elaborate and intricate art deco and stunning interior, the Castro Theatre makes you remember why you love going to the movies/theatre in the first place.


TONE:

Nostalgic, historic, classic, elegant, whimsical, charming, eclectic, quirky, socially aware


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3 comments:

  1. Jeet DesaiMarch 20, 2011 at 6:59 AM

    Even though I haven't been to the Castro Theatre yet, the reason I chose it is because its considered to be a very historic and culturally iconic landmark in San Francisco. I also think theres a lot of fun stuff you guys can do with this! Don't be afraid to tell a story through your campaign, and I strongly recommend using non-traditional media to do it.


    Let me know if you have any questions. E-mail: jeetdesai37@gmail.com
    (Its better if you email me so I can get to you right away)

    Castro Theatre Website: http://www.castrotheatre.com/


    Also, if people are interested to check it out and get a feel for the venue, let me know. Thinking about organizing a field trip on a particular day, so we can all go together.

    ReplyDelete
  2. InstructorMarch 23, 2011 at 12:39 PM

    Good going Jeet. Castro! Ya! This will be a fun project. I'd suggest that EVERYONE go there and check it out. You've got plenty of time. -R

    ReplyDelete
  3. Jeet DesaiMarch 28, 2011 at 3:22 PM

    Here is a GREAT example of a nostalgic and whimsical ad!!! :) - http://www.youtube.com/watch?v=gC0vb9XDz38

    ReplyDelete

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