With a commitment to inclusivity, innovation and student engagement, San Jose State has cracked the code to hosting the most sought-after events on campus. We recently sat down with the Student Union programming team to discover the behind-the-scenes magic and strategic approach to their successful movie nights. Keep reading to learn how San Jose goes beyond the reels to showcase the power of intentional programming and a collaborative spirit.

Create movie nights that resonate with students, cater to their preferences, and foster inclusivity. San Jose State aimed to transform routine screenings into memorable experiences that not only entertained but also engaged and embraced their diverse student body.

Engaging & Timely Marketing

To ensure the movie selection properly caters to the audience, the marketing team started utilizing Instagram polls two years ago to involve students in the movie selection process. Another benefit? Getting student buy-in incentivizes attendance.

The marketing team also takes pictures at every event and posts them on social so students can see the turnout and who is engaging at the event itself. Overall, the team starts their marketing strategy about two weeks in advance of the event. They post on their Instagram stories multiple times asking engaging questions like “Are you planning on attending? If not, why?” Marketing Manager Zainab Nisa said they’re just trying to get students as engaged as possible and these posts create conversations and get more shares.

Outside of social, the team emphasizes print materials – a strategy Zainab says is “underrated.” “We hand out flyers and have giant banner stands and posters around the student union,” Zainab shared.
“We often see students stop to look at them.”

Engaging Add-ons:
Ariana Martinez, Event Coordinator, shared that they see a lot more engagement at their events when they are a custom experience. So that’s where add-ons come into play. For instance, they recently hosted a DIY popcorn bar and plan on using one of Swank’s Experiential Event trivia packages for their upcoming “Spider-Man” screening. “We’ve seen a lot higher attendance when we have add-ons at our events,” Ariana shared.

Inclusive in All Things
“We’ve gotten a lot of feedback for our team from our students saying we do really thorough work with our events,” Ariana said. “We try to think of everything.” This inclusive mindset translates to ADA statements on all marketing materials, making sure to have food options for every dietary restriction, and even labeling everything so they students don’t even need to ask.

Feedback and Adaptation:
The team is always asking for feedback from students after every event to see how they can improve. Ariana says some of the questions they ask include: “What could we have done better? What movies do you want to see? Are there any snacks you prefer? Just trying to figure out what they want so we can incorporate that in the future.”

Higher Attendance
The implementation of Instagram polls and engaging add-ons contributed to record-breaking attendance and movie events becoming the most popular event on campus. Events like Flick & Float drew 600-700 students before classes even began. “For our most recent movie event, we had a line forming about an hour even before we opened our doors and they clapped at the end of the movie,” shared Caitlyn Montoya, event coordinator for the student union.

Positive Student Feedback:
The team's dedication to details and creating an engaging experience has garnered positive feedback. “I think a lot of students enjoy the amount of work we put in to make it a warm experience for them,” Ariana said. “I think there are times when you can just put on a movie, but then it’s just a movie night. We always try to think of ways we can make it more engaging.”

Additionally, the implementation of Instagram polls also helped with the feedback. Zainab explained they used to hear students mention they wished they showed better movies at these events. But since implementing the polls, the team hasn’t heard that feedback.

San Jose State's movie nights not only entertained but created a sense of community, showcasing the power of thoughtful programming and collaborative efforts. As they continue to innovate, the curtain rises on more engaging and inclusive experiences for their diverse student body.

If you’d like to work with a Swank Account Executive to enhance your movie program or if you’re interested in being featured in a customer testimonial, give us a call at 1.800.876.5577.