South Carolina’s flagship university has been a Swank customer since 1998, with “Titanic” listed as their first ever screening. Showing roughly 30 movies a year, the school’s movie program is robust. However, with new students taking over management roles each year – and Covid undoubtedly causing engagement issues for campus’ nationwide – the university reached out for help enhancing its program. Below, read our Q&A with Gamecock Entertainment’s Coordinator Lauren Emiliani to learn more about some of these enhancements and the success they’re seeing as a result.
- How do you select film titles for your screenings?
Our Programming Board is very student led. They’re the ones who are most in-tune with what other students want to see, so they are really in charge of creating and building out this program. The films we’ve found the most success with are the newest titles and blockbusters. And every once in a while, we pick films we think will go along with a theme or an existing program we’re doing. For instance, we showed “Selena” during Hispanic Heritage Month in partnership with our Latino student organization. We also send out surveys and get students’ feedback to ensure we’re picking movies that will engage the largest number of students.
- Could you please describe your promotional tactics?
Our office as a whole utilizes social media the most. Mainly Instagram but recently TikTok, as well. We just showed “Minions” and my board made a video of the Minions showing up in their suits. These types of things are more engaging than just a simple graphic highlighting an upcoming movie. Plus, the posters we request from Swank are great for hanging outside the venue because it’s right in the middle of the student union. Finally, we hand out branded cups that students can bring to each screening for free popcorn.
- How is the blockbuster club we suggested going? Can you tell me how it operates on your campus?
Students receive punch cards and if they attend four of the six movies we’re showing this year, then they get entered into a raffle. We’ve seen higher attendance numbers so far this semester and I think it can be attributed to this new tactic.
- You also recently used one of our Experiential Event packages as pre-show entertainment. How’d it go?
Yes, we used the “Minion” Bingo a few weeks back, and it was really successful! We didn’t announce the winners until after the movie, so that encouraged students to stay until the end. It’s been another layer of engagement and excitement for students at our showings.
- What do you think are the keys to a successful movie program? How are you measuring your success?
We’re always looking at attendance numbers, but we’re also trying to focus more on each individual students’ experience. Whether they stay the full program. Whether they’re leaving smiling. We send a survey out once a month to students who attended at least one event that month. We just had a 95 percent positive feedback response.
- Do you have any advice for schools looking to start or enhance their movie program?
I would say be creative. No idea is a bad idea. We bought dinosaur costumes for students to wear while walking around campus to promote “Jurassic World.” Then at the screening, we served dinosaur chicken nuggets. And students loved it! Sometimes the crazy and outrageous things work the best.
I would also say that starting a program like this, engagement will be small at the beginning. You just have to keep reminding yourself that you’re putting in the work now, and in a few years the blockbuster program will be known campus-wide. It might start slow, but don’t think you’re doing something wrong or being unsuccessful.
- In your opinion, what is the greatest benefit to hosting movie events on campus?
It’s the community. It’s creating community and creating opportunities to do things on a Friday night that are safe. It is encouraging students to turn off the TV in their dorm room and instead get on campus to enjoy a film with their friends and socialize, especially post-Covid.
UofSC’s Top Tips:
- Rely on fellow students to pick appealing movies for your campus
- Think outside the box with your promotions
- Don’t be discouraged if your screenings start off small
- Consider a Movie Club to encourage attendance
- Look for opportunities to partner with other campus organizations
- Explore Swank’s Experiential Event options to increase engagement
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.