NYToday.com, the city guide site owned
by the New York Times’ digital division, on Friday announced an all-out
month-long marketing assault that includes a big push at what it’s calling
the most popular movie theater in the nation — the Sony Lincoln Square
theater on Manhattan’s Upper West Side.
The marketing blitz, aimed at promoting NYToday.com’s movie section during
the hot summer movie season, will feature large displays inside the
theater, as well as outside. Elements include a diorama in the window
facing Broadway, signage on 68th Street, floor stickers in and around the
theater, banners on the escalator landing, and movie slides to be shown
prior to the feature presentation. Creative was masterminded by Eisnor Interactive.
Radio, online, subway and go card advertisements will also be utilized as
part of the effort, which also seeks to promote the new ticket-buying
service that will be available on NYToday.com starting this summer.
“We are pleased to be launching this new campaign at such a high-profile
location,” said Melanie Notkin, director of marketing for NYToday.com.
“It is our goal to heighten awareness of the comprehensive movie
information New York Today has to offer, and reinforce the verticals that
we have within NYToday.com to meet our users’ needs. There’s no better
place to target active New York movie goers than at the most popular
theater in America.”
The campaign will include a sampling program every weekend in June,
featuring movie characters — Princess Leia, Jason from Friday the 13th,
Dorothy from the Wizard of Oz and Dr. Evil from Austin Powers — and a
sweepstakes.
