The Hollywood studios are taking part later this month in Sneak Peak Showcase, a presentation of trailers of major upcoming releases in US cinemas in a drive to increase film-going through greater awareness of the pipeline – a key issue that attendees discussed at CinemaCon last week.
The 70-minute showcase will play on April 22 and 24 at 6pm local time and includes previously unseen footage and behind-the-scenes materials. It is the latest in the quarterly “@The Movies” events organised by The Cinema Foundation, the non-profit launched by cinema lobby group Cinema United (formerly NATO) to promote film-going.
Tickets will cost $3 and proceeds go to Will Rogers Motion Picture Pioneers Foundation, Variety - The Children’s Charity, and The Cinema Foundation.
A common talking point at CinemaCon in Las Vegas was the need for exhibitors and distributors to build awareness together of upcoming releases. Executives and experts emphasised that when audiences know about and are excited by what is coming up, they return to the cinema.
Sneak Peek Showcase will include the first presentation of the grand prize-winning spot from the 2025 Coca-Cola Refreshing Films programme supporting emerging filmmakers from partnered schools in the United States.
Bryan Braunlich, executive director of The Cinema Foundation, said the Sneak Peak Showcase offering was “usually reserved for industry insiders” and was a “fresh approach to movie marketing – dynamic, engaging and only in theatres”.
The Cinema Foundation’s @The Movies” events kicked off this year with National Popcorn Day on January 19. Coming up are Date Night @ The Movies on August 19 and Family Day @ The Movies on November 9.
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