Entertaining the Masses
As the economy began to reopen in New York State in 2020, movie theaters were originally told that they would be part of the state’s Phase 4 reopening. However, movie theaters – along with gyms, fitness centers, live performance venues, and other congregate settings – were put on hold.
Relentless was hired by the National Association of Theater Owners to craft and deliver a message to the executive chamber and local officials across New York State to reopen New York’s movie theaters. As the campaign was underway, New York became one of the last two markets in the country not to reopen, in which Relentless worked with major theater circuits, the Motion Picture Association, and chambers of commerce to urge the Governor to reopen.
Relentless set up press conferences across the state (from Buffalo to Long Island) with local and state leaders, penned op-eds, urged editorial boards in support, created videos, and developed social media strategy and taglines to build public support and pressure.
Through media relations, public affairs coordination, and direct advertising, Relentless was successful in getting movie theaters reopened across the state.
That’s not all. We also worked to remove Prohibition-era restrictions too for the movie theater industry.
Relentless developed an effective public relations and education campaign in order to build support to amend New York’s alcohol beverage control law to allow for movie theaters in New York State to serve alcoholic beverages directly to consumers. Presently, a movie theater in New York State can only sell alcoholic beverages to consumers under two restrictive ways: (1) using a tavern license, a theater can serve patrons beverages that can only be consumed in the lobby or a café area – the theater screening area is not permitted – or (2) with a restaurant license, a theater can serve alcoholic beverages to patrons inside the theater screening area, so long as a server or staff member of the theater brings the patron their beverages to their seat. More than 35 states, including Guam, allow for consumption of alcoholic beverages in their movie theaters.
New York’s burgeoning craft beverage industry stood to benefit with this legislation. Our agency developed a coalition of more than 100 craft beverage producers from across the state, along with major movie theater operators (AMC, National Amusements, Bow Tie Cinemas, Regal Cinemas) and independent movie houses, to build support for the initiative. The Producer Coalition provided validation to NATONY’s legislative efforts, in which in every market that a beverage producer co-existed with a supportive theater, a media push was done in order to show local support to state legislators when back in their home districts.
At a Chuck E. Cheese (a child-friendly restaurant), you can have a beer or a glass of wine. At Radio City Music Hall, patrons can enjoy a cocktail while watching a live performance. However, at most of the state’s movie theaters, patrons can only consume these sorts of beverages in a lobby cafe area. Not only would allowing theaters to sell alcohol allow for New Yorkers to catch up to the movie experience already being enjoyed by more than half the country, the passing of this bill would support state and local sales tax revenue. With the rise of streaming services such as Netflix and Hulu and with 50 to 70 percent of ticket sales going back to movie studios, this potential source of revenue is vital for the continued success of New York theaters in such an incredibly competitive and dynamic industry. In addition, NATONY members have made a commitment to promote and sell Taste NY beer, wine, cider, and spirits as part of their efforts.
Due in part to our efforts, such restrictions upon the movie theater industry has been removed.