Movie-Themed Marketing

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.


Patrick Noone

With more than 15 years of experience in the research/consulting industry, Patrick Noone, Executive Vice President, Business Development, is integrally involved in the sales, development and marketing of Technomic's online resources, reports and custom studies—tools that provide clients with actionable industry data that supports their strategic and tactical business planning processes. He also manages Technomic's Business Development and Client Service teams.

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