Advertising the open air film festival

The final stage for my open air film festival idea is advertising.

As I highlighted in a previous post, becoming part of the Purbeck Film Festival would be beneficial in that a lot of the advertising would have already been done by the charity organisation. Also cross promotion at other participating locations could boost attendance.

If joining the Purbeck Film Festival was not an option, posters in the local areas would be the next logical step. Though as I discovered in my interview with the Bridport Arts Centre, this can backfire as people could assume the advert is for a competing cinema in the same area. A clear advertising campaign would need to be created.

My target audience though, which could be referred to as “hipsters” (a counter-culture group) are traditionally anti-commercial. To combat this issue I would like to use an advertising model that has been very successful for secret bars in New York and other major cities, even here in the UK, London. The idea of these bars is to create a barrier of entry, you wouldn’t even know they existed unless you had previous knowledge of it. This gives people who have the knowledge a sense of elitism as they are in on the secret.
One example is PDT (please don’t tell) in New York. On the outside it looks like, and also functions as a hot dog bar. But if you step inside the telephone box inside the hot dog bar and press the buzzer just once, a voice will answer and you are then given access to the bar behind, stepping through the secret door inside the telephone box.
This idea works because it is a badly kept secret, humans by nature love to share secrets with each other. By targeting just a few influential people the “secret” open air cinema, by word of mouth this information would spread and reach just my target audience, not everyone who would see a public poster.

 

References

Newyork.cbslocal.com. 2013. Pssst: The 5 Best Secret Bars in New York – CBS New York. [online] Available at: http://newyork.cbslocal.com/top-lists/pssst-the-best-secret-bars-in-new-york/ [Accessed: 6 Dec 2013].

December 6, 2013