Curzon Cinemas

The Challenge

Curzon is one of the UK’s most iconic independant cinema brands and in the last 2 years they have expanded their regional branches of cinemas.

In July 2018 Curzon opened a brand new cinema in Colchester, Essex. As a result Culture Calling were approached by Target Media during the 4 weeks leading up to the opening to help with last minute promotion and increasing local awareness.

Culture Calling was asked to provide some high impact, short-term display solutions in the immediate area surrounding the cinema.

Quantities: 8,000 A5 Curzon postcards

The Strategy

In order to display as much print as possible in the time frame and ensure that Curzon had maximum display time; we placed print on our “Racked Neighbourhood Runs” in Colchester and Ipswich.

Racked Neighbourhood Runs are complied of 40 venues and are designed to target a wealth of ages, interests and demographics to ensure complete local saturation of an area.

3,500 postcards were distributed across each of the runs in one day to key local venues such as Mercury Theatre, Colchester Institute, University of Essex, Dance East, University of Suffolk and Colchester Town Hall.

We also organised a selection of short handout sessions on Colchester High Street on weekends leading up to the opening. These engaged shoppers and frequent visitors to Colchester’s town centre.

The Results

Over 80 key local venues targeted within a 4 week period leading up to the opening.

1,000 leaflets distributed H2H to those visiting Colchester Town Centre.

Top pick-up venues (80% and above)

Colchester Library
Mercury Theatre
University of Essex
Lakeside Theatre
Coffee Cube Colchester