CA Theatres
COMING ATTRACTIONS THEATRES, INC.
Summary
Industry setting:
Coming Attractions Theatres is a small theatre chain (150 screens) in Northern California, Oregon and Washington State. While they have been successful in growing their revenue over the last 15 years, their brand identity, marketing materials, website design, sales materials – basically the face of their company, was outdated and lacked the sophistication and polish of their competitors. They approached Jibe to evolve and modernize their brand and bring consistency to their marketing materials.
Our solution:
After interviewing the Coming Attractions Theatres leadership team, we concluded that there were elements of the original brand that had “equity” with their associates and audiences, so we focused on evolving the brand, rather than taking a clean-slate approach, and refining the positioning to better communicate the brand promise.
How we did it:
Jibe developed a powerful graphic identity for Coming Attractions Theatres that provided the tools to bring consistency to all customer-facing materials, from the logos, signage and website down to the uniforms of the concession workers. This graphic palette conveys the theatre experience and the excitement of a “premier”, while the copy and communication strategy invite interaction, and motivate audiences and customers into purchase behavior.
Result:
Coming Attractions Theatres now has a professional brand image that easily exceeds other, larger theatre chains, while their communications strategy maintains their commitment to the smaller communities that they serve. While the jury is still out on results as the rollout continues, anecdotal evidence suggests the rebranding work is starting to pay off for Coming Attractions Theatres.
Credits:
Client: Coming Attractions Theatres – www.catheatres.com
Agency: Jibe Advertising + Design
Lead Art Director/Designer: Tim Bush
Copywriter: Geoff Fiala
Account Management: Geoff Fiala