The Jane Pickens Theater & Event Center in Newport, R.I., is launching Hollywood Ticket this month, a ticket program with Fairfield County roots that will give moviegoers a bag with merchandise, much like a celebrity swag bag.
The initial bag is said to be worth $200 in goods and services.
The idea is the brainchild of Paula Conway, of Westport, an entrepreneur and small-business woman described as having spent her formative years in Newport.
The bags debut Aug. 15 in Newport with a showing of Woody Allen”™s “Magic in the Moonlight.” Conway sees in them an untapped marketing avenue.
“For years I have wondered why advertisers are not reaching consumers in movie theaters beyond concessions and movie screens,” Conway said. “Going to the movies should be an experience, not just limited to the purchase, the popcorn and movie. If the bag is compelling, I believe that this is a touch point for brands and advertisers where the consumer will opt in.”
She placed the approximate retail value of the Hollywood Ticket premiere bag at more than $200.
Some 300 bags have been stocked for the pilot at the Jane Pickens showing. Items include high-end food and service treats like chocolate and discounted spa stays. And, “In honor of Woody Allen”™s ”˜Magic in the Moonlight”™ there”™s even a unique offer from a celebrity psychic.”
Bill,
Just curious how Paula was able to convince the theatre to allow her to include food items in swag bag. It would compete with concession stand sales, the lifeblood of theaters. Also, what kind of fee did Paula offer the theatre to allow this bag distribution?
Thanks for your help.
Rob