The Crucial Role Of Community Engagement

Movie theaters play a crucial role in their communities, providing a safe environment for children and teens while offering much-needed entertainment for adults. Community-focused theaters serve as the heart of artistic neighborhoods, nurturing creative minds for generations. However, if you are struggling to engage your community, know that you are not alone. Building community engagement takes time and patience, but the effort is worthwhile.

The basis of community engagement lies in reaching out to your community. Understanding the demographics and interests of your community is vital to your success. When you have a children's movie on screen, reach out to schools or summer camps in your area and offer a discounted ticket price. This has the potential to bring hundreds of patrons to your theater with a single phone call. When a film is released that is adapted from a book, reach out to local book clubs in the area and offer discounts on concessions. By collaborating with local organizations and offering them special screenings or discounts, you create a personal connection that fosters goodwill.

A tried-and-true method to connect with your community is to sponsor or volunteer at local charities or children’s sports teams. According to a 2024 nationwide survey by NFIB 76% of small business owners reported volunteering their time to work on behalf of civic groups, youth sports programs, schools, religious organizations, or similar activities within the last 12 months. Of this volunteering, 90% of small businesses used financial methods as the most common way to volunteer in their community. Movie theaters have the unique opportunity of donating a theater venue to the community, which could be used for youth sports strategy meetings, art shows, church presentations, or any other charitable event. When hosting community events, please consider having the organizers purchase event insurance to protect your venue.

Regular events are another avenue for community engagement. Scheduling a free weekly kid’s movie during the summer is a great way to attract families, while a monthly midnight horror series is a great way to bring a more adult audience into the theater. Though initial attendance may be low, word of mouth will grow, encouraging friends and family to join. These events help establish brand awareness through repetition, a key marketing strategy for capturing and maintaining patron interest.

Utilizing social media and digital marketing allows for instant connections within your community. While traditional advertisements may bring attention to your theater, giveaways, contests, and interactive posts engage consumers. Adding a simple question such as “What’s your favorite movie?” to the end of a relevant advertisement can significantly increase commenting on your post, which can boost your page due to higher engagement. Hosting a giveaway requiring likes, comments, and follows on the theater’s social media can significantly boost local visibility and help retain followers.

Partnering with other local businesses can also strengthen community ties. Relying on another small business for pastries, gourmet popcorn,  construction, and other services can bolster your involvement in the community and expand your visibility. Consider cross-promotions, where two or more businesses work together to promote each other’s products. For example, if you team up with a local bakery, the bakery can offer a free movie ticket if you reach a dozen pastries, and your theater can offer coupons to the bakery.

In conclusion, community engagement should be a priority for any customer-facing small business, particularly movie theaters. Listening to patrons and addressing the needs of the community is essential for creating a welcoming atmosphere in your theater. If you need assistance with community engagement strategies, don't hesitate to reach out to your knowledgeable partners at Clark Film Buying.