Restaurant chains are utilizing partnerships with theatre operators and production studios to introduce movie-themed deals. Some of these promotions are serving as a way for restaurant chains to take advantage of the hype surrounding particular box-office hits. Other chains are giving away movie tickets with meal purchases to help boost both value perception and sales. Here are a few recent examples of marketing strategies with movie tie-ins:
- Famoso Neapolitan Pizzeria launched a movie ticket promotion. On Tuesdays, the chain is offering $6 movie tickets with the purchase of any pizza. Guests can also purchase $8 movie tickets with the purchase of a pizza any other day of the week. The tickets are valid at Cineplex Theatres and expire in two years.
- McDonald’s Canada launched a “Minions” movie meal deal. The limited-time Sharebox, priced at $19.99, contained a choice of two sandwiches—Big Mac, McChicken, Filet-O-Fish or Quarter Pounder with Cheese—six McNuggets, two medium drinks and two medium fries. Guests who purchased a Sharebox received one free child movie ticket that could be redeemed at Cineplex Theatres with the purchase of a general admission ticket.
- Red Robin Gourmet Burgers Canada partnered with Paramount Pictures and Skydance Productions to introduce a “Terminator Genisys”-themed burger. The limited-time Genisys Burger featured a fire-grilled beef patty topped with roasted jalapeños, pepper Jack cheese, shredded romaine, bacon, tomatoes and jalapeño aïoli on a new jalapeño-cornmeal bun. The burger launch was supported by movie-themed promotional materials in restaurants and on social media.
Movie-themed marketing provides an opportunity for operators to feed off the existing excitement surrounding a particular film or simply appeal to the long-standing tradition of going to the movie theater. Operators can choose to align with a particular consumer base simply by the movies they select to market, such as a family film like “Minions” or a more adult-focused, action film like “Terminator Genisys.”
Note: This content originally appeared in the September 2015 issue of Technomic’s Canadian Foodservice Digest newsletter.