The Objective:
Disney wanted to promote the movie version of their hit TV series “The Proud Family” across the United States

The Strategy:
Advanced movie screenings with local cable affiliates across the country

Disney partnered with their local cable provider (Adelphia, Comcast, Time Warner, etc.) in 17 cities across the country for the world premiere of “The Proud Family.” These screenings took place at local AMC Theaters and outdoor parks. Guests were treated to free popcorn and soda upon their arrival and received gift bags after the movie. The local cable affiliate sent invitations to their subscribers via email and regular mail. They were the “sponsor” of the event and wanted to treat their clients to a free day of family fun. The local cable affiliates were invited to put freebies in the gift bags, as well as do contests prior to the screening of the movie. Each city had an affiliate introduce the movie at the start. In addition, Disney partnered with the Boys and Girls Club and children from all walks of life were transported to the viewing. This allowed children who wouldn’t normally have this opportunity a chance to go to the movies, enjoy soda and popcorn, and go home with a free gift!

The Success:
A wide variety of demographics attended the screenings, with the heaviest attendance being at the outdoor screenings. Cable affiliates were very pleased with the overall execution and attendance. Affiliates viewed this event as an opportunity to build their relationship with Disney. Disney was also pleased with the attendance, planning and execution, as well as the relationship-building aspects of the event. They were delighted with the tour and considered it a major success.