11 / MULTI-LOCATION ENTERTAINMENT
CinéStarz
Optimization.
Five theatres. Five audience behaviours. One adaptable system for turning local relevance into measurable social growth.
01 / OBJECTIVE
Local theatres needed local attention.
Hired through a third-party agency, the mandate was to strengthen CinéStarz’s social presence across five distinct theatre locations while working within a modest budget.
The goal was not to force one content formula across every account. It was to identify the platform, voice, and community opportunity already working in each market, then build around it.
01 Cavendish02 Ottawa03 Burlington04 Côte-des-Neiges05 Woodbine
02 / APPROACH
One network.
Five local playbooks.
Location data shaped the strategy, content, partnerships, and media spend.
Agency Collaboration
Existing metrics and audience behaviour were analyzed with the partner agency to identify each location’s strongest channel and opportunity.
Hyper-Local Strategy
Content was tailored to local interests rather than duplicated across accounts, with Ottawa leaning into Facebook and Woodbine into Instagram.
Engagement Content
Events, holiday moments, contests, and shareable community stories were designed for interaction under Meta’s engagement-led distribution.
Efficient Paid Media
Lean, precisely targeted Meta campaigns amplified priority screenings and events without requiring large media budgets.
Community Integration
Micro-influencers, local businesses, and social contests gave audiences authentic reasons to participate beyond film promotion alone.
03 / LOCATION SIGNALS
The strongest platform changed by postal code.
Local data prevented budget and content from being wasted on the wrong channel.
Instagram follower growth
Facebook users reached
Stronger local impressions
Improved content visibility
Instagram follower growth
04 / CREATIVE PROOF
Community content, not corporate theatre posts.
UGC and micro-influencer content put recognizable people, locations, and theatre experiences at the centre of the campaign. The result felt native to social feeds and specific to each community.
- Local event and screening promotion
- Influencer-led theatre visits
- Holiday and Mother’s Day activations
- Community contests and partnerships
05 / UGC PLAYLIST
ON-SITE CREATIVE
Watch the local stories in motion.
The playlist collects UGC and influencer-led videos created around CinéStarz locations, community moments, and theatre experiences.
Loading playlist…
06 / CAMPAIGN MOMENTS
Influence translated into attendance.
A locally relevant creator collaboration increased engagement and supported theatre foot traffic by making the promotion feel personal rather than transactional.
Precision beat media volume.
A tightly targeted screening campaign delivered strong visibility on a minimal budget, demonstrating how efficient audience selection can outperform broad spending.
07 / RESULTS
Growth without flattening the local character.
More than 900 followers were added across the theatre network, led by substantial Instagram growth at Cavendish and Woodbine. Ottawa’s Facebook presence reached 64,300 users, while Woodbine’s Instagram reach surpassed 8,400.
Burlington and Côte-des-Neiges also recorded stronger impressions, validating a location-first approach instead of a single network-wide content template.
The durable result was not one campaign. It was a repeatable framework CinéStarz could continue using as platforms and local audiences changed.
08 / KEY TAKEAWAYS
Partnership multiplies context.
Close agency collaboration connected strategic planning with the local knowledge needed for practical execution.
Localization outperforms duplication.
Each theatre grew through its own platform strengths, audience interests, and community relationships.
Community earns attention.
Influencers, contests, and local partnerships gave audiences a reason to engage with the brand between screenings.