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By Dan Forootan

Whose appetite hasn’t been whetted by the animated popcorn and candy boxes dancing and parading across the screen just after the lights go down at the movie theatre? That pitch is the marketing version of a slam dunk—people are already in their seats, so where else but a concession stand will they go to quench their hunger and their thirst?

The real challenge for movie theatres these days is getting people inside the building in the first place. With movies hitting DVD within months of their theatrical release, and Netflix and Redbox gaining users by the day, ticket sales are down. Plus, with movie prices going up, it’s harder than ever to lure people to the movies. However, email marketing of movie theatres can not only get people to the cinema but keep them coming back for more.

Indeed, email marketing of movie theatres is the most essential form of marketing for a theatre or “Cineplex” in the 21st century. Movie theatres used to rely largely on newspapers for advertising, both in the traditional sense of buying ad space and displaying the movie times in a prominent part of the newspaper as well as the free advertisements they would receive when the local paper would review movies. But ad space is shrinking and most newspapers got rid of movie reviews long ago. Now movie times are relegated to a tiny font somewhere deep in the paper.

And while commercials on television promote upcoming and current movies, there is no way for viewers to figure out if the flicks are playing locally. Nor is it possible for most theatres to produce their own television or radio ads.

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Dan Forootan is the President of EZ Publishing. The firm specializes in helping businesses harness the power of the Internet for marketing and to automate business processes. In addition to custom web applications, EZ Publishing offers permission-based email marketing via StreamSend, a leading provider of easy, affordable and dependable email marketing software for creating, sending and tracking email newsletter and other campaigns.
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