Sundance Cinemas : sundancecinemas.com

objective

Help Sundance create a new-brand extension different from, but related to the Sundance Film Festival brand based on an entirely different business model. Support this new bricks-and-mortar entertainment concept with a website that allows consumers to familiarize themselves with the concept and facilitates their enjoyment of it. Collaborate with third-party vendor to integrate theater management software to enable both consumer facing and back-office functionality.

strategy

Interpret the separate Sundance and Sundance Cinemas brand profiles to create a unique online brand that would embrace the existing brand equity, but also bring new dimension to the Sundance family of brands. Work with specialty software vendor (Titan Technologies) to leverage their tools in the service of providing a top-notch consumer experience, including the online sale of reserved ticket seating. Create a customized version of MB:CMS (Content Management System) to allow Sundance staff to add news, sponsors, and other related content to their site from a web browser in real time. Create a site architecture that accommodates future locations, products and services for the Sundance Cinema business.

results

This high-stakes venture has proved to extend the venerable Sundance brand in new ways and reach more people in unprecedented ways. This successful website will be a competitive advantage for the company and help them achieve their long range goals.