Regal Cinemas
Experience Strategy & Brand Innovation Campaign
THE ASK
Usher in a new heyday for regal.
The Covid-19 pandemic severely hurt movie theaters, but the industry was declining long before theaters closed their doors.
THE SITUATION
With countless streaming services and mobile friendly content, consumers have no reason to spend time and money at the movies.
THE PROBLEM
Other theater chains are spending millions on laser projectors, comfy chairs, and questionable ads that only attract existing theater fanatics.
THE COMPETITION
No theater chain is accommodating modern media consumer’s preference for flexibility and tech integration.
THE REALIZATION
THE STRATEGY
Advance Regal from the theater stone age to the technological revolution.
THE IDEA
Regal breaks all of the movie theater rules.
THE CAMPAIGN
Join the Regalution.
THE Case Study
Our case study features the Regal rap, which will become a TikTok sound to help build intrigue around the next evolution of theaters.
THE APP
I designed a new feature within Regal’s app to be used inside the theater during movie showtimes.
Once seated, audiences can place their phones in docks attached to the chairs.
The features range from a Twitch chat-esque feature to AR experiences that interact with movies in real time.
The full app walkthrough can be found here.
To gain more awareness, we created referential print ads to paste over competing movie theater’s posters as a mischievous stunt.
THE ADS
Our Instagram ads use the same format to give audiences a taste of Regal’s new offerings.
This campaign will live on social and TV with spots that encourage people to join the Regalution through breaking small rules.
The packaging
We updated popcorn and drink containers to ensure that no theater-goer misses their chance to join the Regalution.
THE TEAM
Art Direction - Lanie Vorwerk, Jonathan Barratt
Copywriting - Kate Luse
Strategy, Experience Design - Will Russell