Escapes and The Iron Claw
elevenfiftyfive launch Escapes in 123 UK cinemas with 6,856 tickets claimed.
Escapes is a multi-year project designed to grow cinema engagement in the UK. Supported by the BFI, awarding National Lottery funding.
The project has been created and is managed by elevenfiftyfive with all ticketing via Cinematik.
The launch event was a preview of The Iron Claw (via Lionsgate, BBC Studios & A24)
51% of audiences were new to the cinema they attended and 83% would be likely or very likely to pay for tickets in the future.
“Escapes, a new cinema brand launched at national scale ”
During this initial phase a new brand identity has been created (Nomad Studios) and audience tested with the specific goal of engaging an audience with little or no current engagement with existing cinemas comms.
This brand was launched with an extensive advertising and publicity campaign across the UK. Alongside eff, Full Fat (Publicity) and The BarberShop (Media buying and Strategy) successfully reached :
43.8 million via 49 pieces of media coverage.
4.16 million via Tik Tok activity.
2.66 million via Meta activity
…and achieved 1.4million video views through YouTube.
With a nationwide footprint of amazing cinemas (78% ex London & SE) Escapes already represents the UK’s largest network of independent venues.
A network larger than any of the major multiplexes who are now (thanks to Cinematik) able to benefit from centralised marketing and data capture at the scale of a multiplex.
Cinematik was used to create a central Escapes web destination to achieve the optimum user journey and opportunities for data capture scheduling, ticketing plus additional hyper local marketing.
Recently launched Cinematik claims to be "The only end to end, scheduling, marketing and ticketing theatrical distribution platform."
Escapes activity utilised this full potential with bespoke automated ad sets created & launched by Cinematik enabling personalised adverts for each cinema within a set radius of each participating cinema.
Cinematik handled 53,687 unique visits to the central ticketing page for all 123 (mainly independent) venues.
The platfrom successfully onboarded all cinemas and 6,865 tickets were redeemed with 9,290 users signing up to a database for future marketing related to Escapes.
2,583 users (27.8%) signed up to marketing opt-ins directly from their local cinema. Meaning local cinemas will be be directly adding these new audiences onto their own databases.
“Accessibility, Inclusivity and Scale are all key targets for Escapes. ”
In collaboration with Access Consultants Matchbox Cine, Escapes took steps to ensure accessibility both in cinemas and online. These approaches included;
Delivery of OCAPS and AD inclusive DCP, with all venues instructed to screen with descriptive subtitles on screen.
Cinematik website audit by blind, Deaf and dyslexic consultants contributing to changes on content and style of website copy.
Introduction of accessibility widget, allowing users to adapt the website to their own needs.
Introduction of labelling of descriptive subtitles provisions, ensuring Deaf audiences feel they can attend and that hearing audiences are fully aware of the provision.
All video content on Cinematik website and social media present with high quality descriptive subtitles.
All images on social media accompanied by alt text/image descriptions for those using screen readers.
Matchbox Cine also contributed to access related best practice advice within the Exhibitors Toolkit.
A huge 49% of attendees claimed that they found additional Escapes access provisions useful to them.
“New cinema audiences having a great time.”
Huge thank you to every single cinema who participated from Escape's team and the audiences who attended.
96% of attendees rated the Escapes experience 4 or 5 stars (from 5!) and 99% would recommend Escapes to friends and family.
51% were new to the cinema they attended and 83% would be likely or very likely to pay for tickets in the future. 41% of those in the next month.
Of the attendees that had been to the cinema in the last 12 months, 90% had seen blockbuster films.
72% of attendees were aged 30+ and we look forward to seeing them again with 99% wanting to come back with Escapes.
HUGE thank you to all the amazing partners who are making this all possible…
