Harkins Theatres

Objective
Harkins’ customers, including families and avid moviegoers alike, look forward to the annual Loyalty Program that gives added value to concession purchases. Each year, the unique theme is applied to merchandise, cups, gift cards, gift tins and gift packages, as well as signage at the concession stands and in the theatre.

Outcome

The campaign concept is ultimately designed with flexible messaging that adjusts to the various design elements. The areas around the lobby and concession stands show continuity as the creative demonstrates the offers through graphics and headlines, while encouraging patrons to take action.