Launching a new vision for cinema to the region

The Comms Challenge

Cinema may be one of the most beloved and enduring pastimes, but it has also been facing a multitude of challenges to established business models over recent years; streaming, aging audiences and Covid closures are just a few.

It was time to think differently about the role a cinema location can play, beyond hosting the silver screen itself. Franklin Rae was brought on board to amplify this fresh thinking, for the MMC, a multipurpose entertainment destination for Blackpool. It will offer the North West’s largest IMAX ready screen, flexible screens suitable as conference venues as well as cinema, an e-gaming café, and an incubator space for start-up businesses.

Our challenge was to raise the profile of the venue and its offerings and give it the consumer and trade attention necessary to put it on the map for relevant stakeholders.

What We Did

The MMC was one of the first cinema projects to launch during Covid lockdown, which the Franklin Rae team saw as an opportunity to remind audiences of the unique cinema experience. Working closely with the local Council on the launch announcement, the team navigated an often complicated and multi-faceted approvals process on the announcement.

It was critical to maintain a balance of awareness for this news to the local area, as well as to the cinema community, local businesses and wider property audiences. Our strategic PR plan achieved that through careful information and asset gathering, council and business representative interviews, and targeted press liaison.

We built and maintained a steady flow of information to relevant journalists and publications based on careful planning with the client in order to achieve blanket local coverage as well as key trade pieces.

The Results

15 news and feature articles in target press in throughout local media, cinema trade, business and property titles.

Potential audience reach of nearly 8 million people.