Learn how Arizona State University’s ‘Movies on the Field’ series engages students
in new, positive ways and helps fill its Sun Devils stadium all year long.

After Arizona State University’s Sun Devils stadium underwent a four-year, $307 million renovation, the university’s leadership wanted to ensure the impressive space was used more than just eight times a year for games. So, the school launched ASU 365 Community Union – an initiative to make the stadium an entertainment destination all year long by engaging students with a variety of shows and activities, including its “Movies on the Field” series. Launched in October 2018 with a showing of THE MEG, the crowd size was a modest 200. But only a few months later, the audience swelled to more than 2,000.

Victor Hamburger, the senior director of strategic initiatives for ASU Cultural Affairs, says the program is a great way to attract students to the stadium that might not be interested in football by putting what they’re passionate about in the space. And allowing students to enjoy movies directly on the field adds an extra level of excitement to a night spent under the stars with a new release. In fact, one ASU student even shared, “Being on the field, I feel really connected to the building and I feel like I’ll come here more in the future.”

To attract a large crowd, the event organizers make a special effort to target specific audiences on Facebook and through their digital promotions depending on the film they’re showing. Plus, the event receives additional exposure from local TV news stations that frequently spotlight the series on their broadcasts.  

And it doesn’t hurt that the events typically feature special add-ons. For instance, the team passed out golden tickets and bells at their POLAR EXPRESS showing, and even brought in Boots Riley for a screening of SORRY TO BOTHER YOU. But schools don’t have to go all out to find success. Victor says even little, inexpensive touches, like handing out a couple of free blankets to those without them, can make a big impact and ensure people come back again and again.

Want to create positive unique experiences for students while making the most of your amazing campus facilities? Contact us to start planning your stadium series programming today!