The Embassy Theatre

A star reborn… restoring and repositioning the Embassy Theatre

The Challenge
The Embassy Theatre was a superb 1920′s building in desperate need of renovation.

The choice of the Embassy for the Australasian premiere for The Lord of the Rings film was seen as a launching pad to achieve key objectives for the theatre owners, the not-for-profit Embassy Theatre Trust.

The Embassy Theatre Trust wanted to:

  • Raise funds to renovate the downstairs lobby and upstairs foyer, and to install a new screen and sound system.
  • Position the Embassy as Wellingtons premiere cinema and the best place to watch movies – beofre a new multiplex opened nearby.
  • Position the Embassy as New Zealand’s first choice venue for blockbuster movie premieres.

The Solution
The Embassy Theatre Trust commissioned Morrison McDougall to develop and implement marketing and public relations programmes to help the trust achieve its objectives.

The Business Difference
Morrison McDougall focused all of Wellington on the Embassy Theatre and communicated the Trust’s objectives to the corporate and public sectors.

Sponsorships, a membership programme, community grants and other funding built a platform for the trust to develop continuing revenue streams for renovation and development.

We used a nine-metre high cave troll on the front of the embassy as a symbol and focus for communication strategies that made the Embassy the theatre of choice to see The Fellowship of the Ring.

The result
Full houses sold out for six weeks.

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