Testimonial
By partnering with GATHR and utilizing their Pay It Forward ticketing solution, we were able to mitigate significant risk typically associated with advanced screenings. Not only did we turn a portion of our P&A spend into a tax-deductible donation, but we also transformed traditionally costly premieres into reportable box office events. This innovative approach allowed us to engage audiences meaningfully while generating both financial and social impact, demonstrating a smarter, more efficient way to launch a film.
City of Dreams is a gripping feature film that tells the story of Jesús (Ari Lopez), a young boy from rural Mexico who dreams of playing soccer for Club Puebla. To pursue this dream, Jesús leaves home for a promised training opportunity in Los Angeles.
However, upon arrival, he discovers that he has been sold into a sweatshop in downtown Los Angeles where he is subjected to grueling conditions. As circumstances worsen, Jesús realizes that his only way out is a daring escape.
Directed by an emerging voice in Latin American cinema, City of Dreams explores themes of hope, betrayal, and resilience.
Turning a Cost Center into a Revenue Generator.
The objective of this initiative was to leverage GATHR's innovative Pay It Forward℠ ticketing solution to transform the traditional approach to Advanced Screenings. While a portion of the movie’s marketing budget had already been earmarked for “Private Premieres”, GATHR's solution reimagined this strategy as a way to drive measurable data as well as reportable box office results, all through tax-deductible contributions. The result of combining Storytelling, Impact and Technology empowers audiences to support the film in a socially impactful way, while simultaneously enhancing transparency and financial accountability, creating a unique blend of entertainment and social good.
Premiere Reach: The film premiered across 36 Designated Market Areas (DMAs) at 112 locations, playing on 160 screens. Circuits included Cinemark, AMC, Regency, Harkins, and Marcus.
Record-Breaking Attendance: Total attendance at City of Dreams was 6,877, unofficially breaking by 177 attendees the previous Guinness World Record set by Star Wars.
Box Office Performance: The nationwide premieres generated reportable gross box office of $219k. Key to driving organic ticket redemption was a promotional partnership with iHeart Radio as well as group sales, most notably utilized by VetTix.
Engagement Metrics: GATHR sent follow-up emails to attendees after the screenings, which included an impact objective from the film’s director and a link to learn more. These emails achieved a 19% open rate and an impressive 34% Click Through Rate (CTR).
The impact of GATHR's involvement extended beyond just the box office numbers. By leveraging the Pay It Forward ticketing solution, GATHR enabled attendees to contribute to a greater cause while experiencing the film. This unique approach not only filled theaters but also resonated deeply with the audience, aligning with the film's cause objective to shed light on the scourge of child trafficking in the US. The engagement metrics reflect a strong connection between the film’s message and its viewers, with a significant portion of the audience taking further action to learn more and get involved after the screenings.
“A very intense movie. Hard to rate because of the subject of the movie. I liked the ending about the news.”
“One of the most powerful movies I’ve ever seen. Incredible performance from Ari, brought me to tears watching his journey. The direction from Mo is outstanding, so many incredible scenes. 10/10, highly recommended!”
"It is a movie that, unfortunately, reflects our reality, and as human beings, we must do something for those innocents. They are our children too. THE CHILDREN OF GOD ARE NOT FOR SALE.”
“Not just a movie. It’s a great film that has made me be aware of human trafficking”
“Outstanding, yet tugged at the heart strings. I think I cried all the way home. It also got me very angry that the ‘powers to be people’ around our country don’t seem to be doing much to stop it!”
“The movie sheds a light of what has been going on for years. But to actually get a glimpse of what these children go through is very sad, disturbing and makes you think about this whole situation. I feel more than ever with the Biden administration allowing people from other countries to come into the United States has made this situation worse.”
The nationwide premieres of City of Dreams demonstrates the power of GATHR’s Pay It Forward ticketing solution in not only converting a cost center to a revenue opportunity while mitigating the P&A spend, but also in fostering meaningful audience engagement. By aligning with the film's themes of hope and resilience, GATHR successfully amplified the impact of City of Dreams both at the box office and within the communities it touched. This innovative approach to film distribution and audience engagement sets a new standard for future releases, proving that entertainment can indeed go hand-in-hand with social impact.
