The Hollywood Theatre is a treasured Portland icon. However the theatre was losing customers, so we brainstormed several ideas to breathe some life back into this classic independent institution. We landed on the idea of creating a new mascot (Mr. Hollywood) with a 1950s charm to resonate the theatre's architecture and vibe. Then we sent him on a few adventures in the city to get the word out.
THEATRE FOOD CART
Problem: How do you reintroduce the Hollywood Theatre to Portlanders?
Solution: Combine two Portland icons: food carts and independent movie theaters. By transforming a regular food cart into "theatre cart" and having Mr. Hollywood responding to passerby on a live feed, we drew plenty of attention from the local lunchtime swarm. We sold movie tickets for the cost of a Tweet or an Instagram to gain social media exposure and enhance the experiential component.
DIRECT MAIL CASE
Problem: "I've known of/heard about Hollywood Theatre but I've never been there." was the most common response from Portland, Wieden + Kennedy, and Nike bigwigs.
Solution: Invite them to check it out by sending an influencer kit with a year-free membership ticket. Portland has a plethora of antique stores. It didn't take long to find old film cans that were within our budget. I purchased a few, repurposed, them and sent them out.
SOMETIMES (GOOD?) IDEAS DIE
Hollywood Theatre is more than just a theatre, it is a pub theatre, indie film theatre, kung-fu theatre, restaurant in a theatre, heckle vision theatre, and a Portland icon. To emphasize this identity, I introduced an obnoxious talking projector mascot who would showcase features of the theatre in a Portland-Weird fashion. We pitched it as the most perfectly abnormal theatre. Jim Riswold, my creative director, said something along the lines of, "No."