maximise ticket
sales of the IMAX immersive experience, Gruvi have previously partnered with IMAX and our cinema
GRUVI – IMAX
Drama
May 2023
Forum Film
United States
We deliver a unique approach to advertising operations which improves the behavioural data capturing capabilities of our clients. We approach campaigns differently, with a unique media mix borne from our love of film and digital media. Our bespoke activity leverages data to deliver consistent growth in returns on advertising over the long term.
Higher CTR
Engagement rate
Exit rate
Meet the team
The Challenge
The challenge for Gruvi was to prove that our data approach works by maximising ticket sales for IMAX sessions of Top Gun: Maverick.
We identified that the release of Top Gun: Maverick would be a major cultural event in UAE, attracting both regular and infrequent cinemagoers. This is due to the massive popularity of Tom Cruise in the country, as well as the buzz surrounding the film.
IMAX cameras were also utilised for filming, meaning that Top Gun was designed to be seen on an IMAX screen. Our ability to drive awareness of the process was key to increasing consumer propensity to buy tickets to see the film in IMAX (especially amongst the casual film viewer).
The solution
We tap into what makes our clients stand out in the market. Our aim with this campaign was to leverage the release of Top Gun Maverick to attract new customers to the IMAX experience.
IMAX is the premium cinema experience, therefore our objective was to identify and convert:
– CORE – ‘Extra Spenders’ that purchase other premium experiences at the cinemas about the benefit of IMAX
– PERSUADABLE – ‘Regular Cinemagoers’ that attend standard screenings to upgrade to the premium IMAX experience
– INCREMENTAL – IMAX as the only option to consider when viewing a film for ‘Infrequent Cinemagoers’
Top Gun: Maverick was the largest IMAX release at the cinema chain for 2022, beating the likes of Avatar: The Way of Water and The Batman.ced website tracking on the cinema’s site
Results
Our campaign results showed that we effectively drove first time purchases of IMAX tickets.
Extra Spenders = 15.41 ROAS
Regular Cinemagoers = 3.41 ROAS
Infrequent Cinemagoers = 2.23 ROAS
Summary
