In the dynamic world of cinema marketing, innovation is key to capturing audience attention and driving footfall to theaters. Charline Baudry-Biancarelli, a visionary marketer at CGR Cinemas & ICE Theaters, spearheaded a groundbreaking initiative to revolutionize film promotion through TV co-branding campaigns in France.
Traditionally, French regulations prohibited studios and distributors from advertising films on television with trailers, unlike in other markets such as the US and UK. However, in the wake of the COVID-19 pandemic and the subsequent closure of cinemas, the French government authorized televised advertising for the cinema sector. This pivotal decision opened new avenues for marketing, prompting studios to allocate significant budgets to TV campaigns.
Recognizing this shift, Charline seized the opportunity to collaborate with studios and envision a novel approach to film promotion. Leveraging CGR Cinemas' and ICE Theaters' premium positioning, she conceptualized TV spots that not only showcased the films but also emphasized the exclusive cinematic experience offered by these venues.
The essence of Charline's strategy lay in crafting co-branded TV spots that not only promoted the film's release but also encouraged audiences to experience it on the big screen. These spots featured trailers of blockbuster releases, accompanied by a call-to-action urging viewers to reserve their seats for an immersive cinematic experience at CGR Cinemas in ICE Immersive ®..
Working closely with major studios such as Warner Bros., Paramount Pictures, Universal Pictures, Disney, and Sony Pictures, Charline successfully executed these co-branded campaigns. The commercials aired on national television channels like TF1 and M6, amplifying their reach and impact.
One notable example is the TV spot for the release of "Sonic 2," featuring the voice of renowned comedian Malik Bentalha as Sonic, directly engaging with viewers and enticing them to visit the theaters. Other campaigns for blockbuster releases like "Topgun: Maverick," "Minions: The rise of Gru," "Bad Boys for Life," "Mission: Impossible – Dead Reckoning part one," "Transformers: Rise of the Beasts," "Fast & Furious 9," and "Spider-Man: No Way Home" further reinforced the message of experiencing films on the big screen.
These co-branded TV campaigns marked a paradigm shift in cinema marketing, transcending traditional advertising to create immersive and engaging experiences for audiences. By aligning with studios and emphasizing the unique cinematic offerings of CGR Cinemas and ICE Theaters, Charline effectively drove footfall and bolstered brand awareness.
In the aftermath of the pandemic, these campaigns played a pivotal role in enticing audiences back to cinemas, underscoring the unparalleled experience of watching films on the big screen. Charline's innovative approach to film promotion not only showcased her marketing prowess but also exemplified her commitment to elevating the cinema-going experience for audiences across France.
