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Expanding El Capitan Theatre Brand Presence and Marketing Opportunities on Emerging Social Media

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Overview: Where We Are

• 16,750 Likes

• 8,163 Check Ins

• Primary Audience: 25-34 Females (23.1%)

• 6,137 Followers

• 1,114 Tweets

• 61 Following

• 5,907 Total People

• 8,558 Check Ins

• 254 Reviews

• 4.5 / 5 Stars

• 201 Followers

• 17 Images Uploaded

• 14 Video Uploads

• 16 Subscribers

• 13,739 Video Views

• 40 Klout Score

• 505 True Reach

• 6 Amplification

• 17 Network Impact

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Klout Score‣ Measures influence based on an individual’s ability to drive action in past 90 days.

‣ Every time one creates content or engage, one influences others.

‣ Score is based from 1-100 with 100 being the most

‣ Uses data from social networks in order to measure:

‣ True Reach: How many people you influence

‣ Amplification: How much you influence them

‣ Network Impact: The influence of your network

‣ El Capitan Theatre Score: 40‣ True Reach: 505‣ Amplification: 6‣ Network Impact: 17

Company El Capitan Theatre

TWDC AMC Cinemark

Score 40 71 68 55

True Reach 505 69,312 36,487 4,389

Amplification 6 5 9 8Network Impact

17 51 49 38

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Moving Forward:Steps to Increase Our Brand Presence

• Build on Existing Content• Explore New Platforms• Evaluating Competition MC4

Building on Existing Content} YouTube

} Create original content that showcases the history and majesty of the Theatre. } Short videos that span from 01:30 to 02:00 that offer inside views to the Theatre

} Potential Video Topics¨ The Organist ¨ The Best Seat in House¨ Working at El Capitan

¨ Feature on Employee¨ The History of the El Capitan Theatre ¨ The Soda Fountain ¨ Getting El Capitan Ready for Premieres

} Once this content is edited, push it out using Facebook and Twitter to share with the already existing network.

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Building on Existing Content (Cont.)} Facebook (Cont.)

} Fan Art } Encourage fans to post Walt Disney Studio fan art onto the page of the films that are going to be shown.

¨ The photo with the most likes, receives a gift package of the film. ¨ Wreck-It Ralph drawings ¨ Winner receives promotional Wreck-It Ralph gear

} Idea has to be approved by User Generated Committee (UGC)

} Rewards } Booshaka TOP FANS

¨ Pricing $99 per month ¨ Rewards fans who actively participate on the group page with points ¨ Top Fan receives promotional prizes or recognition

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Building on Existing Content (Cont.)} Twitter

} Encourage them to reach out to us by starting the conversation of the Theatre.} "@JohnSmith Glad you could come out to the Theatre! How did you like Dolby Atmos?"

¨ When they mention @ElCapitanThtre us, all of their followers see it.

} RT Movie news, but also from the directors of the films } Followers want to know everything about the film} RT Directors or Actors playing in film

} Promotion for El Capitan Theatre } Users take photos of the El Capitan Marquee for a chance to win movie prizes

¨ User-generated content must be approved by UGC Committee.} Idea is that the user's network will see the image as well, thus increasing the chance of other users to find us. } Example of copy

¨ "Heading to Hollywood? Tweet (@ElCapitanThtre) or Instagram (@ElCapitanThtre) a picture of the Marque for a chance to win free movie passes!"

} Run this for a week and at the end of the week, we choose a winner at random.

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Exploring New Platforms

‣Pinterest

‣ The Idea‣How do we add/give

more content to the fan or the consumer‣How do we give them an

inside look on what to experience

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Pinterest

‣ A pin-board style social photo sharing website that allows users to create and manage theme-based image collections such as events, interests, hobbies, and more.

‣ Higher Traffic than: ‣ Google+‣ YouTube‣ LinkedIn

‣ Relevance ‣ Disney just obtained legal rights to be on it.‣ El Capitan Theatre can post images that are pertinent it’s history or company culture,

generating curiosity and interest to the Theatre‣ Shows the human element of the Theatre

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Pinterest (cont.)

‣ The Strategy‣ Create a board with few keywords tags from SEO Strategy

‣ Hashtag Keywords‣ Family; Fun; Hollywood; Kids; Parents; Disney; El Capitan Theatre; Mickey; Brave

‣ Add content to the board ‣ Highlight our best visual content and put it onto a board

‣ Engage with other Pinners and seek those who are popular or have a large network.

‣ The Goals‣ Gain brand recognition‣ Drive traffic to the El Capitan website‣ Convert new visits into leads

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Pinterest (cont.)

Examples of others

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Pinterest (cont.)

Examples of others

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Evaluating Competing Movie Theaters & Social Media

AMC | CINEMARK | REGAL | ARCLIGHT | GRAUMAN'S CHINESE MC13

AMC Theaters ‣ Social Media ‣ Facebook | Twitter | Instagram | Pinterest ‣ Facebook Timeline dating back to founding‣ UStreams with talent and filmmakers ‣ Facebook Tops Fans Applications‣ Movie news as well as

‣ Promotions‣ AMC Stubs Loyalty Program

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Cinemark Theaters‣ Social Media ‣ Facebook | Twitter | Instagram | Pinterest | Blog‣ Facebook Apps ‣ Sweepstakes and giveaways of signed posters and items

‣ Promotions‣ Classics Campaign

‣ Showing old movies for a one day only screening

‣ Reel Family Time‣ 75¢ Admission Per Person for Parties of 3 or More

‣ Senior Days Every Monday ‣ Discount Tuesdays All Day on Tuesdays ‣ Student Discounts ‣ That's A Wrap!

‣ (Last Run at Special Price on Tues. - Thurs.)

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Regal Entertainment Theaters‣ Social Media ‣ Facebook | Twitter | Pinterest | Blog | YouTube‣ Facebook Applications which include: Photos, Showtimes & Tickets, Weekly Coupons,

Total Recall Instant Win (sweepstakes), Movie Trivia, Ratings, Guidelines, Youtube.

‣ Promotion‣ Regal Crown Club Loyalty Program‣ Straw Vote

‣ Buy a medium or large frozen drink and we'll make 50¢ donation to charity based on the flavor you choose ‣ St. Jude's Childrens Hospital ‣ Boys & Girls Club

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Arclight Cinemas } Social Media

} Facebook | Twitter | Youtube | Pinterest } Exclusive Q&As with actors and directors } Entertaining movie facts} Fostered a community through social outreach and events

} Promotions } Member Loyalty Rewards Program } Buy online as a member, get $1.00 off each ticket at www.arclightcinemas.com } Host various Film Festivals } Currently have Stop-Motion sets from "ParaNorman" at the Arclight Hollywood.

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Grauman's Chinese Theatre } Social Media

} Facebook | Twitter | Foursquare} Broadcast live from the red carpet of premieres } Webcam } Photos from Premieres} List of Past and Upcoming Premieres

} Promotions} 25¢ Family Flicks Every Saturday at 10am in July & August} Chinese Theatre Tours

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