For students looking for something to do at the University of Alabama in Huntsville, they can always count on the school’s Association for Campus Entertainment (ACE). One of the longest-standing organizations at UAH, ACE hosts campus events featuring everything from rock climbing to battle of the bands to roller skating. But only one type of event has a weekly spot on their programming calendar: movie events. Below, read our Q&A with ACE President Callie Ahearn to learn more about their #FridayFlicks series and why this semester has been their highest-attended series since Covid. 

What changes have you implemented to your program that you feel have contributed to the increase in attendance, both before and during Covid?

Before and during Covid we were showing movies twice a week on Fridays and Sundays. We noticed more attendance on Fridays and half as much on Sundays. We though if we just showed once a week, on Fridays, that might help boost our number. And it did. We saw double – almost triple – attendance. We also implemented themed nights and punch cards. As a result, we’ve had almost 600 unique participants at all of our movies this semester so far, so I think it’s really been paying off.

Can you tell us a little more about those new initiatives?

We started doing a big event once a month. We have arts and crafts that go along with it, so for our superhero event, students could paint superhero-themed pottery. Plus, we had an obstacle course, a costume contest and we decorated the lobby. We oftentimes do that for events. And we try to theme the food. For our Fright Fest, we showed “Ghostbusters: Afterlife” and we had pumpkin carving, DIY slime, and fire pits outside with s’mores.
And for our punch cards, we have all the movies listed out for the semester so they can plan ahead and enter for a prize if they attend five or more movie showings. We already have 30 students at five and 20-30 at four, and we still have more showings left this semester!

How do movies enhance your big events?

I think the movie aspect brings a sense of community and just enhances the event as a whole. IT made it more of an experience.

How do you go about selecting the films you plan to show on campus?

Previously as a board sat down and looked at what movies were coming out and throwbacks. And, for the most part, we were pretty accurate with what the students want to see. But last year we started sending out a survey so students can share their input on the next year’s films. So, this semester, all our movies were based off that survey. I think that also contributed to the increase in attendance.

What are the logistics of the survey?

We use a platform through our campus, as well as Google Forms to ensure we’re reaching the most students. We also included a QR code on signage at movie events – as well as at larger campus events – so students can submit their responses while waiting in line or before the show starts.

What are your most effective promotional tactics?

We always chalk sidewalks around campus and send out weekly emails with all our events for that week. Plus, we include the showings in a calendar we print out monthly. We also create our own trailers for films, which we play before the showing so students can plan for what’s coming up.

This semester you took advantage of our new Experiential Event packages. Can you tell us about those events?

Yes, students really got into the bingo. It was a big hit. And they also liked the trivia we did. We made it so the top three people get a prize, which we try to theme to the movie we’re showing.

Do you feel as though it enhanced your screening and/or led to more engagement with the event?

I do think they’re helping with attendance – especially when we advertise they can win something. Students are hard to get out of their routine, but they are also very competitive. So I think adding trivia and bingo makes it more likely they’ll come to the event because there’s now that game component. And even if they didn’t realize we were doing it, it’s a nice added benefit. So the next time we do a bingo event, they’ll be more likely to attend because they had a good experience the first time.

How have your movie events helped you engage students and/or achieve your programming goals?

Our goal for our program is for people to have fun and make friends. I notice lots of students coming with their roommates in a group every week. It becomes their tradition. They’re excited to come see the movie and have that quality time with their friends. And that makes me really happy because they’re interacting and looking forward to that time they get to spend outside of the classroom getting closer to their friends. For many students, these movie showings are a highlight of their time on campus.

Do you have any advice for schools looking to start or enhance their movie program?

Evaluate what their students want in their movie experience. What kinds of movies they want to see, the best day of the week, time of the day, so they can get the audience that wants to be there and can make it. Because lots of students want to see movies, they just might have conflicts in their schedule. So finding that empty space in their calendar can help get the largest attendance. We were stuck in the same routine for years and once we re-evaluated things and started over, we saw great results.

We send a survey out after every movie so students can rate their experience and say what they want to see. It also gives them a spot to share movie suggestions Also making it fun, including an interactive element and really promoting that. Making it as close to a typical movie theater experience as possible.

In your opinion, what is the greatest benefit of hosting movie events on campus?

I think the greatest benefit for our students is that everything is provided to them at no additional cost. So, they’re getting that movie theater experience – seeing a movie that was just released in theaters – on campus, for free. It’s not a financial burden for them to just come and have fun.

If you’d like to work with a Swank Account Executive to enhance your movie program or if you’re interested in being featured in a customer testimonial, give us a call at 1.800.876.5577.