 
Successful promotion of films in theaters throughout the world takes experience, creativity, and an eye for the potential market. That's why Destination Cinema, Inc. works closely with individual theater managers to find innovative ways to promote films at each venue. Below are some success stories:
GREAT LAKES SCIENCE CENTER
The Great Lakes Science Center put on a 2-day promotion with a new twist on the Lewis & Clark expedition - from the perspective of Lewis' dog Seaman. A book by Patricia Reeder Eubank, Seaman's Journal: On the Trail with Lewis & Clark, was the center of the promotion. The Center brought in a Newfoundland and organized his appearances in an open common area in the building, so that he would be seen by as many people as possible. He would sit or lay down with his owner and as soon as people saw him, they would flock to him! Once the time for the program came, visitors sat on benches that had been arranged so that they could listen to Seaman's story. Once it was finished there was a Q&A session. (The dog's owner was very good at bringing the questions back to the film. E.g. If a child asked "Why is his fur so long?" she would answer and then mention that was one of the reasons Lewis picked a Newfie for the expedition.) A local pet writer for the "Cleveland Plain Dealer" came and brought a photographer.
The Center promoted this two day event with posters placed at their information desk, entry point from their parking garage and at the box office. It was also mentioned in a Friday newpaper ad - in the entertainment magazine, as well as mentioning it on a live update on their three local radio stations.
They got the dog by contacting the local Newfoundland Rescue Society, who put them in touch with a couple owners. If that isn't a possibility, it's suggested to contact the pet therapy coordinator at a local large hospital. (Because of their gentle nature, Newfoundlands often are brought in for this purpose) During the promotion, it might be appropriate to get a rescue kennel involved as well, because it is a nice opportunity to talk about pet rescue, pet care, etc.
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| Seaman, the "34th Member" of the Corp of Discovery Canoe borrowed from the Cleveland Metroparks - it is a fiberglass replica. |
Seaman's Journal: On the Trail with Lewis & Clark
by Patricia Reeder Eubank |
Another "Lewis & Clark: Great Journey West" promotion the Great Lakes Science Center did were "singing minstrels." They contacted a local organization called Roots of American Music, who provide performers from all periods. They happened to have a program called "From Sea to Shining Sea" which was composed of songs reflective of every part of the nation from coast to coast. For their program, they added "The Music of Lewis and Clark" to the existing title. They had a banjo player and fiddler who dressed in breeches and waistcoats, etc. who roamed the building for 2 one hour sessions. They went everywhere - through the exhibit halls, into the restaurant, in the box office line, in the OMNI line - it was great fun. The Center estimates it cost approx. $500 for each person.
REUBEN H. FLEET
A lot of advance marketing for the film was done, skewed slightly towards the older demographic. The result: in addition to families, seniors are coming in droves, so the strategy is a winner.
Inexpensive games were purchased (American Trivia Game, Spirit of the United States, made by Cardinal) via the Internet, for use as a promotional tool. People get to challenge themselves by trying to answer the questions. Winners received one pass to Lewis & Clark: Great Journey West (just one, so it forces a buy!); "losers" get a $1-off coupon for the film.
Reuben H. Fleet also purchased inexpensive patriotic temporary tattoos via a company called Oriental Trading to be used as value-added giveaways that appeal to both kids and adults.
Hosted the Following:
Old West Day: Bring in craftspeople and artisans (primarily from Old Town) to demonstrate their skills using tools or techniques developed in the Lewis & Clark era. This will be a great value-added event and may draw media attention.
Book it! We have three local authors who wrote books related to the Lewis & Clark expedition and/or era. Host a three-in-one lecture and book signing featuring these three authors. Of course, their books are for sale in the Science Store!
HENRY FORD MUSEUM
The Henry Ford Museum has launched "American Trailblazers," a 3-hour experience designed for 3-5th grade explorers. After viewing the film, young explorers begin their own journey through the Henry Ford Museum, negotiating with historical characters for supplies and information. See Program Sample
The Henry Ford Museum highlighted "Lewis & Clark" in an e-newsletter sent out to approximately 50,000 people. Museum officials say their email marketing has helped generate an audience. See Web Page Sample
OREGON MUSEUM OF SCIENCE & INDUSTRY
"We held a Lewis and Clark reunion where we invited anyone with the last name of Lewis or Clark to attend free and receive a free hat (nice ball cap with the name Lewis or Clark on it). We then used the opportunity to get a group shot that we used for PR. Many of the folks brought genealogy charts and we even had decedents of the Meriwether family."
"There is a statewide bicentennial group that is promoting a wide variety of activities around the region and so there is lots of attention in the media and buzz around town on the topic. We were fortunate enough to time our release of the show almost as a kick-off and have been able to cross promote the show with other entities as they have started their programs. For example, the local children's theater won a national grant to produce a show about Sacagawea and we worked together to cross promote events."
"When we opened the film, we did have a press event/hospitality event (drew about 100 people) and a sneak preview for the public. We also had re-enactors who talked to audiences during the first two weeks of the opening. There was an We opened the showing with stories from an actor dressed as Lewis's mother and displayed some artifacts from the trip that a local collector had."
COSI COLUMBUS
Launch: Bicentennial Kids Celebration - COSI held a three-day event celebrating Ohio's Bicentennial and the Bicentennial of Lewis & Clark including live music, hands-on activities, games, etc:
- Home Life - learn more about what life was like at home for children in the 1800's - milk a cow (with COSI's special cow model), practice sewing and knitting skills and make a home-made clothes pin doll to take home.
- Games - Play games like children did long ago - try your hand at ring toss, hoop and stick, nine pins, marbles, blocks and much more. Make a whirly-gig to take home.
- Explorer's Area - Activities and take-home crafts that hone your skills to explore just like Lewis & Clark - try making an explorer's notebook, print and identify tracks and make a Wampum necklace.
Launch: Lewis & Clark Compass Key chain Premium - to enhance sales of movies tickets, each guest who purchased a Lewis & Clark ticket received a free key chains.
Member Screening Day (January 11): Due to the opening date being the day after Christmas, COSI chose to hold the Member's screening event after the film opened. The member's enjoyed an exclusive showing of the film, bicentennial kids activities afterward, live music and each guest received the key chain premium.
DULUTH OMNIMAX THEATER & DOME
We also did a neat thing with Amy Mossett (amossett@mhanation.com) presenting to school groups. Amy Mossett is an enrolled member of the Mandan and Hidatsa tribes of North Dakota. For the past fifteen years, Amy has researched the oral and written histories of Sacagawea. She has presented various aspects of her research to audiences throughout North Dakota, the Lewis and Clark Trail, and abroad focusing on the Life and Legend of Sacagawea. She did a fabulous job.
NATIONAL GEOGRAPHIC THEATER HEARST CASTLE
Lobby Display:
The exhibit in our lobby is a result of an annual assignment given by 8th Grade History teacher, Terry Handy, of Judkins Middle School in Pismo Beach.
In their study of Manifest Destiny, the class spends one week on the subject of Lewis & Clark. They study maps, 19th Century prose, and the actual journals. They take part in historical reenactments, putting themselves in the place of the explorers. Each student is then asked to create a journal using no 20th Century materials. Each journal must include:
- The cover, using materials that might have been used by Lewis or Clark.
- Five dated journal entries. They must be historical, what did happen or could have happened.
- Five drawings, similar to the hand drawings in the original journals.
- A map, to look as authentic as possible.
- A specimen found on the trip, as a sample to be "brought back" for scientific study.
Mr. Handy chose the best journals for the exhibit. It is a delight to have this exhibit here. Many unsuspecting visitors are fooled by the authentic representation of the Journals of Lewis & Clark.
CARNEGIE SCIENCE CENTER
The Henry Buhl, Jr. Planetarium has produced a companion piece - "Navigating with Lewis and Clark." It covers much of the same narrative ground as the Omnimax film but focuses more on the expedition's scientific discoveries and Pittsburgh's role as launching pad.
"Navigating" shows the expedition as an unique combination of several scientific disciplines - including anthropology, botany, zoology and astronomy.
It begins with the first chapter of the journey - the construction of the keelboat Discovery here, which Lewis rode to St. Louis, where they began the uncharted portion of their journey. At the time, Pittsburgh was the edge of the colonial Western frontier. Lewis used it as a base to gather supplies, and recruited several members of his team here.
"Navigating" shows how Lewis and Clark used celestial navigation to guide their cross-country path, the instruments they used to determine latitude and longitude, and how their copious data collecting produced the first accurate guide maps of the region.
"Navigating" outlines the different eco-regions they traveled through - woodlands, plains and mountains, and the many Midwestern and Western native tribes they encountered. They documented many new animal and plant species through accurate drawings and preserving specimens.
The Buhl staff has also produced a short video pre-show that outlines Pittsburgh's role in the expedition. It will be shown in the lobby outside the Omnimax theater to give film viewers a sense of the local connection.
"Meriwether Lewis in Pittsburgh ... and Beyond" is an exhibit that complements the two screen presentations, documents some local aspects of the adventure, and shows many of the early recorded images of the tribes Lewis and Clark met in
their travels.
The exhibit is a collaboration between Photo Antiquities and the Science Center. Some of the images also appear in the planetarium show.
It includes many works by two noted 19th-century figures who pioneered in documenting life in American Indian tribes - Edward Curtis and George Caitlin. The images come from collections at the Library of Congress and Yale University.
There is a map of Pittsburgh as it looked when Lewis was here, and a wooden model of the keelboat.
There are some artifacts from Eugene Gass Painter, a Washington County resident and great-grandson of Patrick Gass, one of the expedition members. Painter will be at the Science Center at 1 and 3 p.m. Saturday and Sunday to talk about the expedition.
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