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Tuesday, March 06, 2018

Using Fake Holidays To Drum-up Business

If you haven't noticed, there has been a surge in fake holidays. For instance, Jan.31st is National Backwards Day, March 3rd is National Puzzle Day, and today is National Baked Alaska Day.

OK, this is clearly out-of-hand but on second thought it maybe a way for a cinema to leverage these days to your advantage. Be honest, we all contribute to the Cyber Monday and Black Friday spending craze.

The whole national holiday mania started in 1908 with Mother's Day - which went mainstream when in 1914 President Woodrow Wilson signed a proclamation designating the second Sunday in May as the national day to honor mothers.  And that was it, over the next 70+ years we all went holiday berserk.

We now even celebrate sporting events as holidays, ie. Super Bowl Day, for which, before game day A/V equipment sales now rival those of Black  Friday!  From greeting cards to electronics, businesses take advantage of our 'holiday obsession'.

So all of you cinema owners, if you can't find a holiday that helps admissions and/or concessions latch on to one that is meaningful to your local community.  There is a Small Business Saturday, a Record Store Day, and even a National Thank You Note Day. Partner-up and cross-promote the cinema with other local businesses.

Best thing to do is create your own holiday, National Cinema Day for example. Make sure it falls on a Friday, Sat, or Sunday and use it as part of your existing loyalty program (you do have a loyalty program, right).  And who says you just need a day. What about a National Cinema Week, or better still, Month.

It's all about creative brand marketing to enhance your cinema's unique sales proposition. DO IT!

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