The Goal
To generate brand awareness, motivate viewer demand, drive tune-in and create sales opportunities for Turner Classic Movies and event partner DirectTV, Marlin Entertainment created the “Lights, Camera, Action” movie memorabilia mall tour during the summer of 2004.

The Execution
The focal point of the mall displays offered consumers the opportunity to view items from their favorite movie classics. Participants could browse items like Judy Garland’s infamous ruby slippers from “The Wizard of Oz” and James Dean’s jeans from “Rebel Without A Cause”.

In addition to viewing the memorabilia, consumers could engage in a host of movie themed activities. A green screen and digital imaging captured consumers and converted their images into their favorite movie scene or poster. A computer kiosk played matchmaker, displaying classic movie stars compatible with consumers’ personalities. A prize machine offered additional take-homes from the event. A DirecTV lounge offered product demos and a raffle opportunity to win a Bose Home Theater Sound System. Now Playing booklets were distributed, offering consumers a peak at TCM’s programming.

Traveling via a big rig, the six-city mall tour made its way across the United States, enticing fellow drivers with Turner Classic branding and imagery.

Results Recap
The tour engaged nearly 10,000 consumers and exposed nearly 300,000 mall visitors to TCM messaging. The branded truck impacted over 1.2 million motorists. Additionally, the tour created a 14.5% sales conversion rate for DirectTV.