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Film Festivals Vary in Marketing Strategy

Dove Family Film Festival in Michigan

“Twice a year, in the spring and fall, we select eight recently released movies that have received the Dove Family-Approved Seal. In cooperation with a theater chain and media sponsors, we offer FREE movie passes to children ages 12 and under. Moms and dads and older siblings pay a reduced admission fee typically around $2.50. Each festival exhibits one movie a week for eight weeks. The outpouring has been tremendous! Parents or guardians that would never have had the money to take their children to enjoy an uplifting wholesome movie can now afford that experience as many as 16 times a year.”

Through a partnership with Loeks Theatres, the Dove Family Film Festival® is a highly anticipated community event. Spring 2006 was our best season to date with attendance topping 96,000!

The Dove Family Film Festival runs in multiple Michigan markets including Grand Rapids, Muskegon, Lansing, Kalamazoo, Benton Harbor, and Mount Pleasant. The last festival ran from March 3 – April 27, 2006.

Contact: http://www.dove.org/

M.I.M. MARKETING ANALYSIS

What a positive way to bring consumers back to the theater! When a nonprofit group sponsors an event, media will cover the event as an opportunity for their readers...and the theaters and movie producer/distributor benefit from the exposure, as well. The theater attracts new people, and people who have dropped out of the theater habit. And not least, movie goers are able to find movies in their genre on an ongoing basis -- that's a treat for families these days when most movies are geared to testosterone driven teens!

The longer length provides more breadth of exposure to the film festival event, itself vs. the intense weekend festival format so often seen.

The twice yearly format brings repeat business -- always a marketing bargain!

Spiritual Cinema Cruise and Film Festival

The second annual Spiritual Cinema Festival-at-Sea, April 22-29, 2006, took place aboard Holland America’s MS Oosterdam, in front of an open hearted crowd of 315. Sailing the Mexican Riviera, this like-minded crowd gathered for a weeklong celebration of inspired cinema. 11 films (4 features and 7 shorts) were screened in competition during this magical week at sea. "The audience for this genre we call Spiritual Cinema is worldwide and even bigger than we imagined. Attendees came from as far away as Australia, Israel, Germany, and the U.K. as well as from nearly every state and Canada,” said Simon. “We were delighted to see that one third of the attendees had joined us last year. Quite simply, we are thrilled to be reaching an ever-widening audience." In addition to films in competition, the festival featured two special screenings followed by Q & A with the respective directors.

M.I.M. MARKETING ANALYSIS

Like-minded, adventure-minded, genre-minded -- this festival speaks to the upcoming Boomer generation in particular. They want stimulating fun without the action-stimulants found in their local venues. They want to meet people who enjoy similar entertainment and adventure. They want to get away...and be immersed in an event. In some ways this adventure at sea is like Sundance -- like minded people, in a surreal setting, meeting, partying, seeing movies...

The Spiritual Cinema festival certainly addresses the marketing concept of "PLACE" in a striking way. But "PRICE" is also addressed...with the potential of making more profit than many land-based festivals. "PROMOTION" is addressed when you see the number of returning participants...and the stories people have to tell when they get back home! And "PRODUCT" is addressed by the thematic assembly of movies around the theme being furthered by the producers of the festival...and their own line of movie projects!

Contact: Spiritual Cinema Festival-At-Sea


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