The document discusses a presentation by Julie Laroche on promoting a shark exhibition and IMAX film at the Montreal Science Centre. Some key points from the presentation include: - The science center has had an IMAX theater since 1988 and opened its current location in 2000. - The goals were to create a "Shark happening" and increase combos of visitors seeing both the exhibition and film. - Challenges included the exhibition opening in April while the film wasn't ready until May, requiring differentiation. - The strategy involved separate campaigns for the exhibition and film, along with a combo promotion campaign. - Examples of execution included outdoor banners, lobby displays, hallway signage, website/social media posts, print

1. Wake Up To Great Ideas

2. Wake Up To Great Ideas
• Learning from inside and outside our industry
• You’re encouraged to share your great ideas
• Stimulate thinking
• Encourage collaboration

6. Julie Laroche
Montreal Science Center
Old Port Montreal, Quebec, Canada

7. Sharks on the Screen and in Exhibits
Presented by
Julie La Roche
Director Sales, Products and Customer Service
Montreal Science Centre - Old Port of Montreal

8. Sharks on the Screen and in Exhibits
Some history :
˃ IMAX Theatre opening in 1988
˃ Montreal Science Centre
inaugurated in 2000
˃ A first to be presenting same
topic film and exhibition

9. Sharks on the Screen and in Exhibits
 Communication goals :
˃ Create a “ Shark happening ”
˃ Increase IMAX-Exhibition combos

10. Sharks on the Screen and in Exhibits
 Challenges :
˃ Exhibition opening early April, but
IMAX movie not ready before end of
May
˃ Differentiate exhibition from film

11. Sharks on the Screen and in Exhibits
 Strategy :
˃ One campaign for exhibition
˃ One campaign for IMAX movie
˃ A combo promotion campaign

12. Sharks on the Screen and in Exhibits
EXAMPLES OF
EXECUTION

13. Sharks on the Screen and in Exhibits
OUTDOOR
BANNERS

15. OUTDOOR
BANNER

17. 190

18. Sharks on the Screen and in Exhibits
LOBBY

19. Sharks on the Screen and in Exhibits
LOBBY

20. Sharks on the Screen and in Exhibits
LOBBY

21. Sharks on the Screen and in Exhibits
LOBBY

22. Sharks on the Screen and in Exhibits
LOBBY

23. Sharks on the Screen and in Exhibits
LOBBY

24. Sharks on the Screen and in Exhibits
EXHIBITION
HALLWAY

25. 169

26. 195

27. 171

28. 168

29. Sharks on the Screen and in Exhibits
WEBSITE /
SOCIAL MEDIAS

30. Sharks on the Screen and in Exhibits
WEBSITE/SOCIAL
MEDIAS

31. Sharks on the Screen and in Exhibits

32. Sharks on the Screen and in Exhibits
ADVERTISING

33. Sharks on the Screen and in Exhibits

34. Sharks on the Screen and in Exhibits

35. Sharks on the Screen and in Exhibits
PROMOTION

36. Sharks on the Screen and in Exhibits
PROMOTION

37. Sharks on the Screen and in Exhibits

38. Sharks on the Screen and in Exhibits
Questions

39. Sharks on the Screen and in Exhibits
Thank you !

40. New England Aquarium “Sharks”

41. “Dragons” Billboard

42. ExtendingYour Reach Through
Partnerships and Good Ideas
David Henderson, Manager, IMAXTheatre
Canadian Museum of Civilization

44. Lessons from this cartoon:
1. Being polite can save your life
2. Instructive: consider observing
something common in a new way;
give it an imaginative twist
3. How others may see you can be
illuminating

45. A new partnership…discovered by chance
• Listened to radio interview on way to work
• Grade 5 student gave a review on radio of the
“We Day” Conference, on behalf of website Macaroni
Kid
• Made imaginative leap:What if kids were given a chance
to write IMAX film reviews?
• Who best to inspire but young people -- by giving them
a challenge
• Best reviews won a prize, not only for the young writer,
but they won a prize for their whole family (IMAX Club
Memberships)

46. The partner: Macaroni Kid

47. The partner: Macaroni Kid
• Founded 2008
• Mission: Macaroni Kid and its family of Publisher Moms are
dedicated to delivering the scoop on all the family-friendly events and
activities happening in their communities each week.
• Macaroni Kid is a “media brand” that reaches active moms with
pre-K and school-age kids
• Revenue:Advertising
• Each local edition is published by a mom who lives and raises her
family in her community.
• Local Ottawa edition has been online for 3 years
• Macaroni Kid gives unique credibility and value to readers. Readers
get the inside scoop on what to do with their kids in their town from
the mom who always knows what's going on.

48. The idea
• Created “The IMAX Kids’ Critics Challenge” in partnership with
Macaroni Kid
• Planned two screenings of Flight of the Butterflies: one in French,
one in English
• Macaroni sent direct emails to subscribers, with links to IMAX
website & trailer of Butterflies (they also had key local media
contacts)
• The prize: IMAX Club membership for the winning writer and
their family
• Two winners: One for best review from writer in Grades 4-5;
One for best review from writer in Grades 6-7
• Timing: both screenings: Saturday morning in June 2013

49. Samples from winning reviews (1)
“Personally, I think this presentation is best suited for ages seven and
up….This presentation has taught me lots about butterflies that I did
not know. For example, I didn’t know what milk weed was and that
butterflies had baby caterpillars on milk week. Facts like this make the
presentation way more interesting ! Keep on going IMAX with those
awesome presentations!”
Jacob, age 11

50. Samples from winning reviews (2)
“ I really liked the colouring of the butterflies and the classical music…
The film made me think about how we should change our garden to
more butterfly friendly plants. I don’t think there is anything I would
change and I think that the public will really enjoy the flight of the
Butterfly movie.”
James, age 9
my brother also sent in a review, also aged 9.We are twins 

51. “I liked it when they found all the butterflies. I would
have like it if there was danger in the movie. But there
wasn’t. Three stars out of five.
Molly, age 5
Personal Fav #3

52. “I liked how you told the life of a butterfly and added a
true story to it. I think you should add just a little bit
more information about the butterflies. I know I could
never even make that IMAX.You guys did a terrific job. I
rate it 4 out of 5
Danika, age 9
Personal Fav #2

53. Personal Fav #1
“I wish the film had more bad guys.”
Molly, age 5, upon leaving the theatre

54. Note from a parent
Hi Sara-Lynne and David
Many, many thanks for the amazing opportunity.
Our family is thrilled to be able to visit the
IMAX theatre for the year.
Erin

55. Observations & Conclusions (1)
• This idea can be used many times; perhaps for every new film we
launch (and for new exhibitions at the museum) – but don’t
launch it in June ! Timing is crucial
• Timing:Although sent press releases & idea promoted via
Macaroni, and screenings were free, 20 families in the English
screening; 40 in French
• Encourages young people to be engaged in the film in a new,
challenging way (and the winners win something for their family –
they earn something, and become a “provider”
• Our theatre becomes a source for new adventure, learning,
accomplishment, active participation, and inspiration.They feel a
part of it and the film they watch
• Your film distributor will love you – and they can promote your
idea and theatre on their medial channels

56. Observations & Conclusions (2)
• The idea is “scalable”: in future, invite “real” film critics as judges
or to share advice before a film screening; invite students in other
grades
• Since we partnered with an web-based company, it was simple to
spread the word and to reach their subscribers
• Great partnerships may be discovered and inspired at any time
• At the conclusion of their reviews, many kids wrote: “thank you
for this amazing opportunity.”
• When kids show gratitude, you know you are on to a good idea
with a great partner

58. Smithsonian SCVNGR Program

59. Museum of Science QR Codes

60. Corinna Graham
Museum of Science
Boston, MA USA

61. Transporting Visitors: Travel/Culture
Films at a Science Museum

62. Focus on Travel
• Seeing places that would otherwise be
difficult/too far away to visit
• Wonders of the world
• Experiencing life in a distant city
• Other travel films at MOS: The Greatest Places,
Arabia, Amazon.

63. Other Travel/
Culture Headlines
Extraordinary land. Extraordinary
adventure. - Arabia
Go places even your GPS can’t find. -
The Greatest Places

64. Focus on Culture: Jerusalem

65. Jerusalem Billboard

66. Jerusalem Digital Display Ads

67. Outreach to Community
and Religious Groups
Sent materials announcing arrival of the film to
local religious groups, community groups, senior
groups and councils on aging.
We were able to do a group discount for our
Dead Sea Scrolls exhibit for September, so it
was a great message to pair with arrival of the
film.

68. Jerusalem World Premiere
With producers and distributors, invited press
and special guests and local community leaders.
Also made some tickets available to public to
have a completely full theater.
Opened film at MOS on September 12 for this
select audience. Film opens across country on
September 20.

69. Boston Jewish Film Festival
at Museum of Science
for Jerusalem
We will host a showing of JERUSALEM in our
Mugar Omni Theater during the annual Boston
Jewish Film Festival on November 12.
The film will be followed by a panel including a
Rabbi, Priest, and Imam to discuss the history of
each religion in the region.

72. Getty Museum – “Lady in Blue”
write 1st
line of letter

73. Alexandra van der Zee
Omniversum
The Hague, Netherlands

74. Campaign Challenges & Strategies
Campaign strategies:
•Make the film also appealing for boys and men,
not only girls and women
* Generate enormous free publicity
Challenges:
Will people drive
for one hour to
see this film?
Make the film
interesting in a
country where
no monarch
butterflies live.

75. Appoint an ambassador
Big Idea

76. Doktor Freek Vonk
Dutch Steve Irwin = Freek Vonk!

82. 2 press screenings,
20 journalists,
15 interviews,
3 TV shows (2 national, 1 regional),
1 radioshow (national).
6 telephone interviews

83. Results: printed articles worth more than $267,630 -- in
advertising.
Regional Public TV, average of 35.000 viewers
https://www.youtube.com/watch?v=4hV2QquRMzM
National Public TV, average of 1,000,000 viewers:

85. Social Media Freek Vonk had 24,683 followers at the
moment we hired him. One month later the
number increased to 25,607 followers.
Freek tweeted frequently during the press
events and the opening of the film. He also
used his Facebook page to promote the film.

86. Official launch of Flight of the Butterflies :
The Children’s Premiere

87. Freek is very popular with boys, age 4 to 15 years old.
Freek made the film very attractive for this target group.

88. Publicity: articles in newspapers
and magazines

94. -Free publicity value more than $265,000
-Catering and shop turnover: +21%
-Visitors results in first 6 weeks: 16,000
attendance
-First two months: 18,000 attendance
-May was the best month in recent history:
35,360 visitors
Results:

95. More Results:
- 30% new visitors in the first 6 weeks
- 10% more visitors who haven’t been at Omniversum the past
5 years
- 40% saw the TV spot (normally 20%)
- 21% saw an article in newspaper, magazine or online
(normally 7%)
- 12% saw the online campaign (normally 7%)
- 7% saw the social media campaign (normally 5%)
- 22% of the attendance was 50+, slightly more than usual
(18%)
- In first month 4,000 clicks on the Adword: ‘Win tickets for
Flight of the Butterflies’, that is 25% of the ambition in only
20% off the online budget

98. Mining the MAC Awards
for Marketing Ideas
Mary Jane Dodge
MacGillivray Freeman Films

99. Indiana State Museum IMAX Theater
collaborated with the Indianapolis Zoo to
launch Born to be Wild.

100. Indiana State Museum IMAX Theater
collaborated with the Indianapolis Zoo to gain
PR exposure for the film, Born to be Wild. The
elephant from the zoo delivered the last reel
of film to the IMAX Theater.

105. Science Center of Iowa
List of Sponsors for Harry Potter

106. Science Center of Iowa

111. Science Center of Iowa
Media sponsorship with WHO TV NBC affiliate
Contract is to sponsor IMAX films for 3 years
SCI receives
• A bank of advertising hours with WHO to
use for IMAX films
• One Saturday interview a month consisting
of four one-minute interview in two hours
• A one minute interview each Friday

112. Science Center of Iowa
Media sponsorship with WHO TV NBC affiliate
Contract is to sponsor IMAX films for 3 years
WHO TV receives:
• Recognition as media partner for all IMAX films
• Logo recognition on exhibit “What on Earth”
and “The WHO” Weather Studio
• Recognition on IMAX pre-show
• All film collateral
• SCI’s website and Annual report
• A number of tickets to give away
• Exclusive media access to select stories,
priority interviews and access to exhibit

113. SHOW ENTIRE
PROPOSAL
FOR
SPONSORSHIP
Singapore Sponsorship Proposal

114. Iowa - sponsors

115. ~ THE MAIN EVENT ~
• Muggle Quidditch Tournament: Games & Clinics
• Michigan State University vs. Oakland University
• Friday, July 15, 2011
• Front Lawn of Henry Ford Museum

116. The Henry Ford IMAX Theatre
• PHOTO SLIDE SHOW
• GSCA 2012
• ~ BEST FILM LAUNCH BY A THEATER ~
• “Harry Potter & the Deathly Hallows, Part 2: An IMAX 3D
Experience”

117. The Quidditch teams.

118. Both teams with their Quidditch
trophies. It was a GREAT day!

119. News vans from our local NBC & ABC affiliate TV stations.

120. FAVORITE CREATIVE

121. Montreal

127. Butterflies – Telus Spark

128. Wake Up To Great Ideas
Thank you all for sharing
your wonderful ideas

129. Rich Swietek - Moderator
Friendly Giant Marketing
207.361.3774
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