Calling all students

Showcase Cinemas recently introduced a fresh pricing strategy aimed at increasing footfall by offering regular moviegoers discounted rates. As part of this initiative, with students returning to University, Showcase Cinemas sought to include a special offer designed to attract this key demographic. The new price-lead student campaign features an exclusive discount tailored to students, specifically timed to capitalise on peak interest during Fresher’s Week.

The ‘Student Sundays’ concept was developed to offer students even greater savings. Every Sunday after 7pm, students can enjoy reduced prices for any film showing, along with a 2-for-1 deal on sundaes—creating a compelling reason to visit.

The core goal of this student campaign was to drive attendance during off-peak hours while fostering brand loyalty and awareness among younger audiences. The added benefit was word-of-mouth promotion, as students share the offer with their peers, amplifying Showcase Cinemas’ visibility and foot traffic.

Naming the promotion was a key consideration. With several similar offers on the market, we aimed to keep it simple yet memorable. After reviewing competitor names and exploring various options, we settled on ‘Student Sundays’ for its clarity and directness—making it easy to understand and difficult to misinterpret, boosting awareness among the target audience.

The campaign’s visual identity centred around an eye-catching, trendy logo lock-up designed to resonate with Gen Z. Through in-depth research and mood board development, we identified what appeals to the student demographic: bright colours, bold messaging, and a retro-inspired typographic style inspired by 1950’s cinema drive-thru’s.

Given the student campaign’s use across digital and print channels, we ensured that the design maintained consistency and clarity, keeping the offer messaging concise and aligned with the overall creative strategy. The multi-channel approach to the campaign amplified the reach, from paid social media assets to eye-catching displays across all cinema digital screens, ensuring the offer was unmissable to Showcase’s audience.

We are excited to expand these campaigns throughout the year and collaborate with Showcase to engage the student demographic nationwide through price-lead initiatives like ‘Student Sundays.’ These efforts highlight Showcase Cinemas’ commitment to offering affordable and enjoyable cinema experiences for student movie-goers.