Back in 2010, E4 wanted to find a way to connect and engage further with their dedicated 16-24 year old audience. At the same time Picturehouse, who are located in many University towns, wanted to help more students to discover their cinemas.
With the brief to create real world activations for the E4 viewers we came up with a solution that would connect the two through a mutually beneficial partnership.
Knowing film was popular amongst E4’s audience and had high engagement on their channel, we created E4 Slackers Club. A monthly free preview screening club for students across Picturehouse Cinemas nationwide. The films on offer range from cult classics to major blockbuster releases. E4 Slackers Club presents distributors an unrivalled platform to promote their new releases to an engaged audience of students across the country.
For each film we create and deliver a TV campaign which plays out on E4 for 10 days ahead of the screenings; specially created film posters linking the film with E4 Slackers Club; bespoke email newsletters to Picturehouse’s impressive database; in-cinema promotion which is displayed in their heavy footfall areas; and several social posts which go out from the E4 Slackers Club Facebook page and all of Picturehouse Cinema’s social platforms. Alongside this, Picturehouse also attends Freshers Fairs annually to engage with new students and sign up new members.