SHOWCASE CINEMAS
2020 Social Rebrand and Relaunch
Art Director — Jenny Kim
Copywriter — Bea Pasts
CHALLENGE | Movie Theatres has lost its value. They are fighting an uphill battle against accessibility and convenience — we need to reframe the conversation. The focus needs to be less on the curation of movies and more on the brand curating them.
INSIGHT | The value of being at the theatres isn’t in the entertainment, it’s in the experience.
SOLUTION | Showcase Cinemas is a curator of cinema & the ultimate movie experience.
CONTENT BUCKET — EXPERIENCE ENTERTAINMENT
Showcase Cinemas highlights their perks by bringing them to life in fantastical ways — from using Lego stormtroopers to highlight their big screen, to creating cinematic scenes with concessions for Popcorn Perks, to recording the bzzzzz of their reclining seats so you can truly feel the details.
CONTENT BUCKET — PLAYING WITH FOOD — ASMR EDITION
ASMR content of concessions through an egregiously hyperbolic way because hey, it’s social, and who doesn’t get the magical tingles when they hear the tssssss of a coke bottle opening.
CONTENT BUCKET - ADVERTISING FILMS
Let’s not forget, there are mandatories from movie studios to promote their films. But, how we use their assets to promote the film is the difference between a social brand presence and a social feature page.
CONTENT BUCKET - MEMES
Showcase Cinemas joins meme-culture and makes every movie socially relevant again.
CONTENT BUCKET — SPOTLIGHT
From selfies to paparazzi shots, @showcaseus gives followers an inside look on big screen films. A duotone visual treatment to create a cohesive look across a mix of photographs taken under different conditions. Colors thoughtfully chosen to reflect the film’s identity.
Left: Before
Right: After
When Showcase came to us for help, their social essentially treated movie studio’s content as their content — their brand presence was a hodgepodge of other voices. They are required by studios to share all forms of movie trailers and content. Our solution: if you have to show content that span the entire spectrum of the rainbow, let’s at least dictate how we showcase them. We created a flexible grid with hits of bold, saturated colors to thread together a visual brand in a sea of mandatories.
SOCIAL AD CAMPAIGN — CLOSING WEEKEND
Everyone knows what opening weekend is, but no one knows when movies leave theaters. Let’s get rid of that ambiguity and create an experience celebrating “Closing Weekend” as much as we celebrate opening weekends.