Exhibition marketing firm PaperAirplane Media has achieved a significant milestone with its digital asset download portal, The Hanger, surpassing 500,000 studio marketing assets downloaded. Despite launching during the pandemic in August 2020, PaperAirplane Media quickly recognized an opportunity in the exhibitor relations realm and capitalized on it. The Hanger serves as a centralized platform where movie studios can deposit all their marketing materials for theaters to download and use for promotional purposes. This innovative solution eliminates the need for theaters to search for materials from individual distributors.
Connecting Movie Theaters, Studios, and Media Agencies
PaperAirplane Media plays a vital role in connecting movie theaters, studios, and theatrical media ad agencies, facilitating in-theater promotions. The firm has provided guidance to theater circuits on how to optimize their royalty subscription lists and effectively market to their members. Additionally, PaperAirplane Media has been instrumental in informing studios about exhibition’s digital promotion rollout. The company also offers support to indie distributors for their in-theater marketing efforts.
Impressive Growth of The Hanger
The Hanger, PaperAirplane Media’s digital asset download portal, has experienced remarkable growth since its launch in October 2020. In its first year, the platform saw 3,700 digital assets downloaded. This number surged to over 103,000 in 2021 and exceeded 226,000 in 2022. With over 170,000 assets already downloaded this year, it is on track to surpass previous records.
PaperAirplane’s Impact on the Industry
The Cinema Foundation collaborated with PaperAirplane Media to communicate and host digital assets for their membership in support of National Cinema Day. Over 7,000 assets were utilized by exhibitors of all sizes to promote this initiative. PaperAirplane Media’s CEO, Mike Polydoros, expressed his satisfaction with the partnership between exhibition and studios, highlighting that over half a million digital assets have been downloaded in the past 2 ½ years. These assets have allowed theaters to promote films through various channels, including social media, email blasts, push notifications, and digital displays. PaperAirplane’s President, Will Preuss, emphasized the company’s ability to analyze trends and patterns in the marketplace after 2 ½ years, enabling them to guide their clients more effectively. Currently, the platform witnesses over 1,000 asset downloads per day.
The success of PaperAirplane Media is evident as it works with almost every studio, boasting a user base that includes 99% of the North American Box Office. The Hanger attracts over 300 unique exhibitors daily, who spend an average of 12 minutes per session browsing and downloading digital assets to promote upcoming films. The industry has recognized the impact of PaperAirplane Media, with Steve Bunell, EVP of Content Strategy for Marcus Theatres, stating that the company has revolutionized the theatrical materials delivery system. The streamlined process allows for better coordination between studios and exhibitors, resulting in more efficient promotion of movies.
Richard Grover, Head of Marketing at Regal, praised The Hanger for improving the flow of studio content and materials to exhibitors, creating a single efficient source. This has allowed their teams to execute movie promotions more effectively. Mike Bowers, CEO of Harkins Theatres, commended the vast industry knowledge, creative marketing strategies, and honest business approach of PaperAirplane Media’s founders, Mike Polydoros and Will Preuss, for the rapid growth of the company.
Adam Cassels, VP Global Marketing at Cinionic, highlighted the importance of personalization at scale in today’s digital marketing landscape. He acknowledged PaperAirplane Media’s unified platform and industry expertise, which have enabled them to deliver multiple localized co-branded promotions in several countries.
Conclusion
PaperAirplane Media’s digital asset download portal, The Hanger, has achieved significant success in the entertainment industry. With its centralized platform and efficient distribution system, the company has revolutionized the way theaters access and utilize marketing materials. The impressive growth and impact of PaperAirplane Media demonstrate its essential role in connecting studios, theaters, and media agencies for successful in-theater promotions.