Studio Movie Grill
Boosting box office sales at a dine-in theater experience
Media Strategy
Campaign Execution
Channel Management
Reporting
Paid Search
Media Planning
Since 2000, Studio Movie Grill (SMG) has been the leader in modernizing the traditional movie-going experience by combining first-run movies with full-service, in-theater dining. With over 30+ locations in the US and growing competition, SMG partnered with Tractorbeam to drive ticket sales online.
Defining the audience
Tractorbeam partnered with SMG’s audience insights team to create specific audience targets for each film genre. This strategy allowed our digital marketing team to hone in on the highest-performing keywords and ad copy for each moviegoer segment.
Aligning with box office releases
Once the target audience segmentation was set, the team restructured SMG’s Google Ads campaigns to capitalize on new film releases. Using the unique SMG value proposition, the campaigns gained a higher click-through rate on long-tail queries.
Harnessing programmatic and retargeting
Using extensive audience insights, Tractorbeam created niche, movie-focused programmatic campaigns to increase advanced ticket sales and drive conversions on special events and general ticket sales. Retargeting was implemented to match website visitors with specific movie ads, which increased SMG’s conversion rate by 60%.
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