The plan revolved around generating the most attention from local media and influencers and detailed unique concepts to be used as story angles that would differentiate SMG – Prosperity Village not only in the competitive landscape but also among the SMG family. From there, SPARK built a comprehensive public relations plan interlaced with influencer marketing and media events. To reach these key media audiences in the broad community, SPARK used the Cision database to create tiered media lists including regional and local media, foodie influencers, mom bloggers, etc. With direction of the SMG team, SPARK identified three target audience demos: age 25-30 singles and foodies, age 31-35 active parents with young children, and age 51-65 upper middle class couples and suburban families. The research helped SPARK grasp which concepts contributed more to the location’s overall success and establish coverage expectations. SPARK jumped into action to examine the Studio Movie Grill brand and analyze the opening process and past media coverage from existing locations.

SMG’s overall goal was to get 50,000 people through the doors within the first six weeks. A rare occurrence for the brand, that meant SPARK was to plan a series of events nearly a month after the doors first opened once the holidays had passed. The variable construction schedule and permit delays meant the theater would open the week before Christmas Day, not an ideal timeframe to hold media events. In late 2019, Studio Movie Grill (SMG) tasked SPARK Strategic Ideas (SPARK) to plan, conceptualize and execute public relations, influencer marketing and event management for its grand opening in a 2-month campaign. Six years later, the brand announced they would open a second theater north of the city that not only would be a more convenient suburban location but would also offer more luxurious seating and a more elevated menu. Studio Movie Grill combined this entertainment option and brought in-theater dining to downtown Charlotte when they opened their first location in 2013. Dinner and a movie is the quintessential date for many Americans with most people going to a restaurant to eat followed by watching a film at their local theatre.

Movie grill theater