by By: Taryn Reed
I created a campaign for Cinemark Theaters. I grew up going to local movie theaters to see the newest movies on the big screen. However, the emergence of streaming services has changed the way I and the rest of the world view movies. Streaming services such as Disney Plus, offer hundreds of movies, and even release certain movies on their platform at the same time they are released in theaters. This gives people the opportunity to watch new movies from the comfort of their own homes, which has caused movie theaters to lose popularity and a decline in movie-goers.
The campaign I created For Cinemark is a campaign to celebrate National Movie Night coming up on June 9th. The campaign would offer customers the opportunity to purchase discounted movie tickets. The movie tickets would be buy one, get one 50% off, and each ticket would come with one complimentary free snack pass redeemable for any snack item at the concessions. This would entice people to spend National Movie Night watching a movie at their local Cinemark movie theater, rather than using a streaming service at home. The one-night-only deal will remind people that seeing newly released movies on the big screen is unparalleled, which aligns with their slogan “The best seat in town.”
The pictures I imagined for this campaign were a family watching a movie in a movie theater and a picture of a movie theater’s concession stand food items. Cinemark’s targetted audience is typically all age groups of movie-goers, from young kids to seniors. Their goal is to attract families and a wide variety of age groups to attend. With this information, I wanted to create campaign images that reflect consumers of all ages having fun at the movies, as well as the snacks offered for the National Movie Night deal.
The hardest part about using the AI generator was trying to get an accurate image of a movie theater’s concessions. The AI generator had a hard time generating snacks with accurate logos and legitimate words. While the generator could produce an accurate-looking concession stand, the individual items featured at the stand such as candy boxes, popcorn and drink bottles looked inaccurate with random letters and logos. This caused me to use an image of movie theater food items displayed by themselves, instead of an image of a concession stand. I also struggled to get a picture of a family in a movie theater. The AI generator kept putting the people on the screen, instead of in the theater itself. I found that the images came out better when I reworded my requests and added more details to the prompts. I think that the vagueness and the lack of specific details in my initial requests confused the AI generator.
I chose the two images shown above because they looked the most accurate and realistic. Testing a variety of AI generators showed me which generator I prefer and which works best for me. In my opinion, Canva’s AI generator feature is the easiest to use and my personal preference. I enjoyed this project because creating AI-generated images challenged me and taught me a new skill that I can use in the future.
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I LOVE everything about this idea. The emergence of streaming and access to technology has, in many ways, eliminated third spaces like malls and movie theaters. There is no better feeling than seeing a movie on the big screen, and watching at home or on my computer doesn’t compare. Nice work!
Hi Taryn! I thought this was a really creative and well-planned idea. I also feel that your AI pictures turned out really well, even if it had to take a few tries. I think this campaign overall is a smart idea to regain interest in movie theaters as a whole. The pandemic combined with streaming platforms has taken the desire away from going to a movie theater, but I think this campaign can truly combat that. This was a great read good job!
Hi Taryn,
I liked your campaign idea! People have stopped going to the movies and purely rely on streaming services. This campaign is an excellent idea to increase attendance/sales in movie theatres because people love incentives. The times I’ve worked with AI generators I’ve had similar issues with brands, logos and specific little things that I wanted to be included. However, I think your images displayed your camping well!
I love the images you chose for the campaign. The family enjoying a movie together captures the essence of Cinemark’s diverse audience. It’s all about bringing people of all ages together for a good time. And let’s not forget about those mouthwatering movie theater snacks! They add that extra touch of excitement to the whole experience. I can see that using the AI generator had its challenges, but you nailed it with the images you selected. The attention to detail and the rewording of prompts definitely paid off. Canva’s AI generator seems like a winner too!
Hi Taryn! I loved your post, especially because I am still a huge fan of going to movie theaters. I grew up going to them with my mom and love that experience of watching a movie in a big room with other people. Your campaign is a great idea and the AI photos were extremely impressive!
Hi! I thoroughly enjoyed reading your blog post about Celebrate National Movie Night at Cinemark Movie Theaters. You beautifully captured the essence of the movie theater experience and highlighted the excitement that comes with watching a film on the big screen. As an avid moviegoer, I could relate to your love for the immersive atmosphere, the anticipation of upcoming releases, and the shared experience with fellow cinema enthusiasts. The post truly conveyed the magic and joy that can only be found in the enchanting world of movie theaters.
Hi Taryn! I really enjoyed your project and I like how you chose to the AI prompt. I think the first photo looks very realistic and I was impressed with the quality. I believe food and more detailed prompts are much harder with the AI generators and are not advanced enough yet. However, I agree that Canva is one of the best AI photo programs right now!
I like this campaign a lot. I had no idea there was such thing as National Movie Night and the fact that it is coming up makes this campaign more relevant. AI can be a hassle sometimes but I’m glad you were able to find good enough images to use after changing the prompts.
Taryn,
This is awesome! The A.I. generated images are so realistic and professional. I wonder if A.I. will develop so you are able to request specific text and logos. It is interesting to know that we are in the beginning stages of generative A.I. and that it will continue to improve. This is a great example of how Public Relations professionals can use it to our advantage. I also am a big fan of the movie theater, so I enjoyed your campaign idea. I would totally participate if my local theater did this!
Hi Taryn. I am obsessed with this campaign. I love going to the movie theaters but as a college student, I can’t regularly go to the movies. This would be a great way to get everyone to the movies, especially if they get a free snack. People love free things. This campaign is super creative and realistic, I love it!