Castro Theatre Campaign Direction

Hello everybody,

I just want to make sure that everyone working on The Castro Theatre is on Strategy with the brief and heading in the right direction. Remember, the Strategic Idea for this campaign is - 'The movie is only part of the theatrical experience, and going here reminds you why you like going to the movies in the first place.'

A good movie has the power to take you to another world, so why shouldn't a movie theatre be able to do the same? The Castro Theatre has this special ability (takes you back to the golden age of Hollywood). Its not just your everyday mall-movie theatre.

So, convey through the campaign that it is a special movie experience. Don't focus on just one characteristic of the theatre (for example, the old and the new). Think bigger!

Also, the target audience is Tourists (and people who live in SF but haven't been there). When tourists visit a place, they are looking to experience new and wonderful things. If you tell them that the Castro Theatre has new audio-video technology with old Hollywood feel its not enough to make them want to go there. You have to tell that its an experience like nothing else they've seen, and the movie is only part of that experience (and maybe one aspect of the campaign can be the old and new). You have to intrigue them. Tell them a story.

Remember The Castro Theatre is movie theatre. Movies tell stories. Your campaign should do the same...

Here is a great example of an ad that tells a story, and is also whimsical, quirky, and nostalgic. The tone is a great inspiration for the Castro Theatre Brief!

So the Strategic Idea behind this campaign is that - Great ideas just click. It only takes a few 'bricks' to make something click.

The ad itself (execution) is a story about an inventor trying to come up with a new idea. He uses Lego to help inspire him (to come up with the idea) because Lego can make "great ideas click."

Hope, this ad inspires you and makes something 'click' - ( sorry couldn't help myself lol)

Recommended Media: Video, outdoor, social media, online, augmented reality, print (ex: brochures for tourists).

Video would be a good medium here. If anyone needs help with video I can help shoot and edit. So, please reach out to me if you're considering video.

Also, I am going to be more involved with this brief than I was with Kickstarter. So, if you have questions, don't hesitate to ask me! Also, please run your work by me for feedback. The earlier the better. I want to make sure that everyone is on strategy this time. Its Important!

Thank you. Email - jeetdesai37@gmail.com.

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