AMC Screening of Goodfellas

AMC network periodically holds promotional VIP screenings of “new classics” in order to generate press, drive viewership and position themselves as experts on the Hollywood classics. Formula was hired to create exposure for AMC via a screening of Goodfellas at the UA Battery Park Stadium 16 in New York, which was followed by a panel discussion featuring the stars of the film, including Martin Scorsese, Robert DeNiro, Ray Liotta, Lorraine Bracco and Joe Pesci.

Challenges:

• Maximize exposure of AMC
• Secure pre- and post-event press coverage of the event
• Create an effective staffing plan to accommodate a very large audience and attending press
• Maximize celebrity coverage with minimum access to the personalities themselves

Strategy:

• Created pre-event column items for the gossip pages
• Pitched celebrity arrivals to all entertainment media outlets
• Invited key press to attend the event
• Worked with AMC, theater management and the production team to develop a staffing strategy that covered all needs, from check-in to media handlers for the press area
• Serviced b-roll and photographs to ensure maximum event coverage

Results:

• Achieved attendance of over 800 guests
• Acquired coverage in key media, including The New York Times, New York Post, New York Daily News, Newsday, Variety, New York Magazine and WPIX
• Portions of panel discussion to be aired on AMC

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