by By: Elle Lockard
Strategy/Overview:
Cinemark has been one of the world’s largest and most successful theater chains since its opening in 1984. With 501 theaters nationwide and 5,719 screens in the United States, Cinemark has firmly established itself at the forefront of the exhibition business. Its theaters provide customers with high-quality and state-of-the-art audiovisual technology, creating the ultimate screening experience. The company’s commitment to delivering exceptional entertainment options is apparent through its unwavering efforts to create the ultimate screening experience despite the challenges posed by industry and social changes.
It is no secret that numerous companies underwent extreme hardships during the COVID-19 pandemic. The entertainment industry specifically suffered greatly.According to Cinemark CEO Sean Gamble, Cinemark suffered a $239.3 million loss in 2020. However, it has made a remarkable comeback. In response to the pandemic, Cinemark quickly adapted its operations to cater to its customers and employees’ health and safety. In recent years, they have also implemented features such as the Cinemark movie club and a subscription-based service that offers discounted tickers and other movie perks to increase the number of recurring customers. The company’s swift adjustments and client-catered features enabled the business to stay afloat during the pandemic and make a remarkable comeback in the last two years. Gamble reported that revenue jumped to 666.7 million in 2022.
To continue to grow its business, Cinemark needs to find innovative and creative ways to market itself. They can use various social media platforms to reach new customers. The most vital and influential platforms that Cinemark should heavily utilize are TikTok, Instagram, and Facebook. Currently, Cinemark has a strong following on each: 380.6K on TikTok, 1.5 Million on Instagram and 1.5 Million on Facebook. Their current content, among all platforms, features upcoming and current movies. The information and images shared are strictly factual and do not create much emotional stimulation among viewers. While showing times and films is extremely important, social media platforms must contain various content.
Campaign Goal:
This campaign aims to create an emotional, social media presence across Cinmark’s most influential media platforms. This can be accomplished by featuring satisfied customers and celebrity tributes through images, interviews, and quotes. In doing so, we will instill trust among current and new customers and increase the urge to see movies in theaters through Cinemark screenings.
Post 1:
Image Description: Mother and Daughter sitting in movie theater
Caption: “Creating unforgettable memories with my little ones at Cinemark! 🎥✨ ‘Watching movies together at Cinemark is like stepping into a world of wonder – laughter, joy, and precious bonding moments.’ #CinemarkMagic #FamilyTime”
Post 2:
Image Description: Zendaya enjoying watching her new movie, Dune 2, in a Cinemarkmovie theater
Caption: “Experiencing the magic of Zendaya’s new movie, Dune Part Two, at Cinemark – where every moment comes alive on the big screen! 🎬✨ ‘Cinemark theaters are truly remarkable, creating an immersive experience that captivates audiences like never before.’ – Zendaya #CinemarkMagic #MovieNight”
Post 3:
Image Description: “family walking into a movie theater”
Caption: “Movie nights with the fam 🎥✨ Walking into our own little world of laughter and popcorn! 🍿 #FamilyTime #MovieMagic”
Quotes:
- “I can’t wait to see the action scenes in this one! It’s going to be epic!” – Excited Dad 🍿💥
- “I hope they have some romantic moments too! I’m in the mood for a good love story.” – Dreamy Mom 💖✨”
Critique:
I utilized ChatGPT, Gencraft, and Adobe Firefly to generate images and captions. Images were easily and quickly generated. My process was to be detailed yet straight to the point with both pictures and captions. The longer the captions are, the more likely it would be for viewers to get bored and lose interest in the content. I wanted to include quotes from different people to bring a personal and emotional appeal to viewers. Including testimonials from celebrities featured in current movie shows and families adds trust and incentive among potential customers.
AI created a solid foundation for content ideas and has much potential to help Cinemark grow and expand. I recommend proceeding with caution when using AI generators, specifically for captions. The captions generated sounded somewhat bland. Reservations I have about using AI generation are authenticity and transparency issues. If we aim to have stronger emotional ties to media viewers, we want the content to be as authentic and heartfelt as possible. Implementing AI-generated swear is not the best way to tug at viewers ‘ heartstrings.
this is a really cool idea for a campaign with the use of AI, but it shows how much AI still needs work and that it might not ever take the job of what humans can do for advertisements because of all the flaws that you can see with how the images came out.
Hi Elle! I found your post super interesting and insightful. I found their campaign super interesting because I feel like the movie theater industry has taken a serious hit due to the pandemic and the ease of streaming at home. It is cool to see how companies are starting to implement AI into their campaigns.
Hi Elle, I really enjoyed your campaign. I think it was super smart of you to note the need for such a campaign given the difficult time that Cinemark experience during the pandemic. Your use of AI was great, the captions and the images fit together very well and I appreciate that your campaign plays on the emotional experience of going to a movie theater. Great work.
Great job Elle! I think it was really cool how you were able to be apart of the campaign and promote Cinemark in such a unique way. It does show how AI is still not able to capture every detail because of how new it is but you did a fantastic job in creating your prompts and getting an image that reflected it. Loved your piece.
Hey Elle! This AI assignment provides great examples of what Cinemark can do to increase business. The captions for each posts are very clear and simple which is good to avoid losing followers to a big paragraph. It would be interesting to see these posts on Cinemark social media and to have specific movies characters sitting that are from animated movies in the audience.
Hi Elle! I thought this was a really unique campaign you put together. Your use of AI was really good and the content of the posts was really creative. I think this campaign would do great and you did a wonderful job putting it together.
Hi Elle! You bring up great points regarding how cinemark can increase its business. I also thought your AI pictures and captions were really impressive, I know chatgpt can be tricky when it comes to AI but yours turned out great!