Using branding and consistency, Iowa State University has made Cyclone Cinema a staple of their student's campus experience. Learn how they generate excitement and engagement before and during their movie events.

What do you call a program that shows 14 movies per semester, four days a week with two showings almost every night for a total of 108 showings each semester? Iowa State University’s Cyclone Cinema! Now in its ninth year, Cyclone Cinema is not only impressive in its efforts but also in its results. The series attracts regular audiences in the hundreds, oftentimes averaging more than a 1,000 attendees across weekend showings. 

To successfully execute these showings and achieve ideal attendance numbers, work is divided across divisions of ISU’s Student Union Board (SUB) and Jim Brockpahler, the school’s entertainment programs coordinator. Together they plan and implement an extensive marketing, promotion and branding strategy that yields effective results. Combining print and digital promotion, giveaways, displays and more, the team reaches every campus avenue and beyond, with one element consistent across the board: “All our items are done in full color, and we stick with a consistent, easy-to-read, but still fun and colorful, look every semester for the branding component,” Jim shared. “The consistent look and branding of the Cyclone Cinema promo are what makes our marketing successful.” Whether it’s the series posters across campus, an ad in the semester activities booklet or a digital slide on campus TVs, the team keeps the branding consistent and uniform so it’s easy for students to recognize and connect with the program. 

Online promotion includes social media, website calendar listings, a dedicated Cyclone Cinema landing page and an all-student email blast at the beginning of each semester. But the group also relies on outside campus organizations to get the word out. “We have support from other areas of campus as well that know our series and help promote for us, from our main university web calendar to areas of Residence Life, our International Students Office and beyond,” shared Jim.

To build excitement, the team passes out magnets showcasing the full series of films at screenings and other SUB events, as well as a popular punch card promotion. Jim also shared advice for any schools looking to boost their movie promotion: “Consistency across the board with film series is absolutely critical. From consistency in branding and promotion to consistency in the actual film screening themselves – including dates, times and location.” Additionally, Jim says the “extras” they do for screenings to add to the movie-going experience can really make a difference. “In addition to the quality screen, projector, and audio in our screening space, we have the stairway/walkway lights, and always have pre-show advertisements and music going to promote our upcoming programs. Plus, our concessions program, where we sell popcorn, candy and bottled soda at a slightly lower price than the nearby vending machines, adds to the experience and helps offset some program costs.”

As for the future of Cyclone Cinema, Jim doesn’t seem to have any plans to change anything anytime soon, saying the film series is a big component of the student programming board’s value on ISU’s campus. “All these [the SUB events] offerings give students something safe and fun to do, provide a way to be social and possibly meet new folks with shared interests, and add to the overall college experience,” said Jim. “These types of activities and offerings can help with student recruitment (when they see and know about the fun and exciting things happening on campus), retention (when they’re meeting new friends and de-stressing from hectic schedules), and overall satisfaction with their experience and alma mater when they graduate.”

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