Campaign Strategy: Secret Santa Cinema

With the pandemic in full swing, Alamo Drafthouse had to find ways to deliver exceptional experiences to customers while not compromising on safety. Unfortunately, so many of our signature events, from sing-alongs to live contests to interactive Movie Parties, just aren’t COVID-friendly. So for the holidays, we developed Secret Santa Cinema, a series of special screenings with safe prizes, individual scratch-off cards, and even a festive hat. This event-sized our screenings and guests responded with a 50% better fill rate than straight-screenings.