Same flicks.
Only one Flix.
Projects of Interest partners with Flix Brewhouse to elevate their media, launch new markets, create in-theater collateral, and build a design system that stamps every ad as unmistakably Flix.
Client: Flix Brewhouse
Industry: Cinema Brewery/Hospitality
Services: Creative, Media Strategy, Paid Acquisition, Collateral Design
The films may be the same, but experiences are different.
Every theater in town plays the same blockbusters, the same trailers, the same posters. Flix, with award-winning brews, scratch-made food, and curated events, turns going to the movies into a full experience. But Flix’s advertising leaned on studio assets, and a campaign structure made it hard to see which tactics were selling tickets.
It’s about the brand, not just the transaction.
We always start with questions, not answers. The big answer we agreed on: the audience can get a ticket anywhere, but they can't get the Flix experience anywhere else. Every touchpoint needs to do two jobs at once: sell this week's movies while building the brand behind it.
Strategy, media, and creative in the right order.
We rebuilt Flix's marketing around four clear goals: capture demand, grow loyalty, establish new markets, and build brand recognition. The insights from strategy and a full brand and marketing audit informed decisions across channels, tactics, and the visual brand.
140K+
Tickets sold through paid media in the first six months
>20×
Average return on ad spend across channels
2×
The awareness goal for new-market launches
2,000+
New loyalty members from launch campaigns
A message that meets the audience.
In order to fully utilize the new creative, we audited and updated advertising channels and tactics to best reach the ideal audience at the right moment.
We shifted spend to channels that track real ticket sales and added retargeting to capitalize on a warm audience. We matched films to the markets that love them, and with Flix expanding to new locations, we built phased, location-tailored launch campaigns that helped to break into new markets.
More than just the movies.
Movie and studio assets come in typical, fixed sizes and are often the only visuals included in cinema ads. This means the audience is often only seeing the film’s title and not paying attention to the theater showcasing it. POI created a system that ensured that these ubiquitous studio assets are always framed in Flix branding. These templates were made more dynamic with a library of sticker-style assets that can be added to call attention to CTAs, highlight limited-time offers, or feature other Flix benefits.
The brand beyond the ads.
Promoting an elevated experience sets the bar high and requires that the in-theater experience needs to match marketing’s claims. POI supports the already exceptional in-theater experience by creating limited-time promotions and collateral that share the cinema and brew love that lives at the core of Flix.
The long-term benefits: enduring brand value & scalability
Repeatable Launch Blueprint: Our location-tailored, phased campaign framework that POI built is ready for Flix to deploy seamlessly for future market expansions.
Reusable Asset Library: Flix’s flexible design system and sticker-style template library enable Flix’s internal team to rapidly wrap studio assets in the Flix brand and develop ongoing CTAs without needing full creative redesigns for every film release.
Elevated In-Theater Engagement: Standardized artwork and physical collateral across locations reinforce brand affinity and drive repeat visits beyond the initial ad exposure.