In a world where costs are soaring, standing out is the name of the game. The Shoppes at Eastchase in Montgomery, Alabama, cracked the code by turning their shopping center into more than just a retail destination. We caught up with Sidney Carol Barnhardt, the marketing associate behind The Shoppes at Eastchase, to unveil the behind-the-scenes magic of their Moonlight Movies series – a blockbuster strategy that differentiates them from the rest and turns ordinary nights into extraordinary community experiences.

Problem/Opportunity:

Shoppes at Eastchase sought a way to stand out, draw crowds and drive traffic to their vendors – all without burning a hole in their budget. The solution? Moonlight Movies, a free movie screening series held three times a year. To keep it budget-friendly, they enlisted the support of a local credit union as the series sponsor.

Approach/Strategy:

To curate their featured films, The Shoppes at Eastchase engages the community through social media polls, ensuring they screen movies that resonate with their audience. Once the community has spoken, they team up with Swank Motion Pictures to license the selected top titles, such as "Barbie" and "Hocus Pocus."

To maximize the return on investment for their sponsor, the shopping center strategically showcases the sponsor at every opportunity. The sponsor is not only present at each event to engage with attendees but is also prominently featured on all event branding and materials, labeled as "Presented by Sponsor." Additionally, the sponsor is tagged in all social media posts. Eastchase goes the extra mile by hosting a VIP giveaway on social media leading up to each movie event, requiring participants to follow the sponsor on social media for entry. Sidney Carol Barnhardt emphasizes, "We always ensure we're intentional and focus on the details – it makes all the difference in securing sponsors."

To monitor metrics from the movie events, the shopping center uses a tracking tool called Placer AI.  With the data at their disposal, they are able to see traffic analytics, attendance and more. “We can literally see that some people drove 35-40 minutes to come to the movie,” shared Barnhardt. “We can see where people are congregating and how long, on average, people stayed. A very high percentage ended up staying past the movie event, going shopping or out to eat. So, this information is great for sharing with sponsors and tenants to justify the events.

The vendors often get involved with the events themselves, setting up sales booths at the event, offering meal deals at their restaurants for pre- or post-movie dining, and contributing to special giveaways. This collaborative effort enhances both foot traffic and engagement, creating a win-win scenario for all involved.

Results:

The impact of Swank Motion Pictures and the Moonlight Movies events on The Shoppes at Eastchase has been remarkable. These events have effectively set them apart from other shopping centers in the area, drawing in large audiences at each screening and successfully driving traffic to both tenants and sponsor. As an example, the "Hocus Pocus" screening attracted around 800 people. Barnhardt noted there wasn’t a parking spot in sight.

The audience appreciate not just the movie selection, but also the captivating decorations and the community-oriented marketing efforts.

Looking ahead, The Shoppes at Eastchase sees a bright future for the Moonlight Movies program. The overwhelming response to the "Hocus Pocus" screening has motivated them to explore larger spaces to accommodate the growing number of attendees. Barnhardt reiterated the value of movie programming, saying: "They’re just a really easy event that people can come to year after year; and they’re a lot of fun... People want to get out and do things and this is super low stress."

Inspired by this success story?

Let's create similar impact in your community. Connect with us today to create an impactful movies series in your community.