Cinema Marketing Company PaperAirplane Helps Exhibit During Pandemic – Deadline

EXCLUSIVE: 2020 has been a year of utter confusion as movie theaters went largely dark due to Covid and studios grappled with a full distribution shutdown.

But with great chaos came a great opportunity as Lionsgate veterans Mike Polydoros and Will Preuss decided to open the doors to PaperAirplane, a one-of-a-kind marketing agency that connects cinemas, studios and theatrical media advertising agencies, creating and promoting theatrical promotions.

Polydoros, which has contributed to the theatrical marketing success of numerous blockbusters, including The hunger Games franchise, Knives outand The Earth, saw the need for a single solution between theaters and studios for theatrical marketing. This efficiency is achieved through PaperAirplane’s Hanger, a centralized hub of exclusive digital movie marketing assets that studios download to and from which theaters download, i.e. DCP trailers, videos and social media graphics, personalized and exclusive content, web banners, GIFs, digital. leaves, etc.

And the decision to launch just as movie theaters were struggling to reopen around the second half of 2020?

“I’m optimistic about this company,” Polydoros told Deadline, “People have been trying to put a pin in it ever since the advent of multiple media – radio, television, BetaMax, DVD – and the one thing that is true is that people keep coming back to the movies. It’s a community experience.

In just over a year, PaperAirplane has amassed over 1,300 registered users and supported over 225 titles for studios of all sizes to date, including Warner Bros., Universal, Focus Features, Walt Disney Studios , Sony Pictures, Lionsgate, Paramount, STXfilms, Briarcliff/Open Road, A24, Bleecker Street, Netflix, Gravitas Ventures, Roadside Attractions, Elevation and eOne, plus event cinema provider Iconic Events Releasing.

PaperAirplane has also been instrumental in providing guidance to theater circuits on how to optimize their royalty subscription listings and market specifically to these members, as well as advising studios of the digital promotion rollout. of the exhibition.

Gravitas Ventures

Additionally, PaperAirplane assists independent distributors with their in-theatre marketing support, including trailer placement, digital marketing campaigns, asset building. Last weekend they worked with Gravitas Ventures on their widest release ever at 2,170 theaters, the Pierce Brosnan-Kaya Scodelario-William Hurt family film. The king’s daughter.

Last summer, PaperAirplane worked with the National Association of Theater Owners (NATO) to deliver material for its The Big Screen is Back campaign to theaters across North America. PaperAirplane also recently worked with New York City on the creation of their “Vax to the Movies” campaign.

honest thief
Open road films

Tom Ortenberg, CEO of Briarcliff Entertainment and Open Road Films, whose film honest thief was the very first resource uploaded, said, “Paper Airplane is exactly what the distribution and exhibition communities need in this time of paradigm shift: a mechanism to get marketing materials to where they’re needed most, in a user-friendly and cost-effective manner. ”

PaperAirplane reached an important milestone today: the company recently surpassed its 100,000th digital asset downloaded from its portal, The Hangar. By the end of this week, nearly 120,000 total assets will have been downloaded from The Hangar.

Polydoros added, “As our industry continues to recover, the response and support we have witnessed has been nothing short of phenomenal. Since I worked on our first title honest thief As of October 2020, the fact that our digital asset manager The Hangar now exceeds 100,000 unique assets downloaded by over 95% of the North American exhibition market is a testament to the willingness of exhibitors to support these films that are shown in their cinemas. We now see over 500 assets uploaded per day, and each of those uploads represents either a web or social media post, targeted email outreach, mobile push notification, or some form of engagement with real moviegoers via the exhibitor’s marketing channels. .”

Preuss added, “With multiple assets for multiple studios available in one place, exhibitors are now able to easily and efficiently find what they need. When a studio makes its assets available in The Hangar, we see that title receiving multiple social media posts from exhibitors. We create a convenience in the marketplace that supports both studios and exposure. Everyone benefits and it shows how eager exhibitors are to support and market these titles.

Polydoros and Preuss are joined at PaperAirplane by industry veterans Meggie Isom and Amanda Rufener.

PaperAirplane is a joint venture with Velocity, a managed services company, which provides managed IT services through network management, voice and data connectivity, digital signage and multimedia solutions, as well as cinema marketing and production services digital.

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