Mets Are A "Hit" At The Box Office

Selling It

November 7, 2007
Volume 6, Issue 18

  

 

Selling It is a bi-weekly e-newsletter dedicated to showcasing the best sports marketing and promotions. Every other week Selling It focuses on an outstanding program/initiative that a sports organization has implemented, which has either increased ticket sales or generated incremental sponsorship or non-traditional revenue. Would you like to join over 1600 sports executives and have the latest edition of Selling It delivered to your inbox for FREE every other week? Click here to subscribe

NY Mets  

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 NSF ADchievement Awards
2008 NSF ADchievement Awards

 

Shea Stadium
Shea Stadium- Flushing, NY
Contact: 
Jay Horwitz         
Vice President, Media Relations
New York Mets
Phone: (718)-565-4330
E-mail: [email protected]
Website: www.mets.com
 
Team: New York Mets
 
Program Title: Mets at the Movies
 
Objectives: The Mets were looking for a new way to captivate their young adult fan market---what seems to be a common goal for many organizations as generational trends evolve.  Linking their product, the advancement of technology, and their target market, they developed a unique experience by utilizing a movie theater. Aligning their strengths, the Mets organization sought to re-create the baseball game experience through a theater screen.  It was part of an ongoing exploration of creating new ways to bring the excitement of attending a Mets game to the public. 
 
Program Description: 1,131 fans rose for the National Anthem, caught t-shirts in between innings and cheered on the New York Mets as they took on the Philadelphia Phillies. Only on this August evening, Mets’ fans were not at Shea Stadium in Flushing, New York. Instead, they were at the Ziegfeld Theater, the largest single screen venue in New York. And while the beautifully manicured, green grass was not the first-hand sight, the lavish red carpeting and elaborate gold trim was enough to lure fans to the last movie palace still showing films in Manhattan. With over a thousand seats, 825 seats in the front section and 306 seats in the raised balcony section, a stadium like atmosphere was created. 

Ziegfeld Theater
Ziegfeld Theater- New York, NY
SportsNet New York’s (SNY) Lee Mazzilli and Chris Cotter provided the in-game commentary while also participating in a live “Question & Answer” session with those in attendance. Fans had the opportunity to hang out with Buddy Harrelson, starting shortstop for the Miracle Mets of 1969, and Mr. Met, the Mets’ mascot. In addition, all attendees received two tickets to a September home game against the Atlanta Braves, SNY trading cards, a gift from Screenvision, and other Mets promotional items.
 
Media: The New York Mets sent a press release to all of their local organizational media contacts.  Print, television and radio outlets were the primary focus; however it is notable to say that the world of “blogs” picked up on it quickly as well.

Partners: Screenvision is the world’s leading cinema advertising company, providing premium marketing and media solutions for advertisers and comprehensive representation of the cinema advertising interests of its theatrical exhibitor partners. When it came time to choose a day to execute Mets at the Movies, Screenvision advised Screenvisionwhich day would be best in securing the theater and attracting a crowd. As a partner, Screenvision has a presence in-stadium, online, and on TV. This was the first year of the partnership and the Mets look forward to improving the program.
 
Results: Event Sold Out! The New York Mets sold every one of 1,131 seats available at the Ziegfeld Theatre. The night had a direct impact to all revenue streams such as merchandise, concessions and programs.  Fans in attendance left feeling “valued,” as they carried many tangible items home with a unique experience. 
 
Looking Ahead: The New York Mets plan on expanding Mets at the Movies next season so that more fans will have the opportunity to enjoy this event.

 

 

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