The Byrd Theatre
A compelling and clear strategy that moves the Byrd Theatre forward, allowing it to better market itself to move-goers and donors.
Develop a compelling and clear brand that moves the Byrd Theatre forward, allowing it to better market itself to move-goers and donors.
Key findings/ Opportunities
- Richmond people love a lot about the Byrd and its experience - but they can’t quite define that experience.
- The essence and history of the Byrd are rooted in the Golden Age of cinema. (1928)
- The theatre has very good relationship with its community. Especially, most of donors have supported the Byrd are local business owner.
“Carytown is Richmond’s Jewel, and the Byrd Theatre is the gem that created this jewel” - A Richmonder.
Opportunity: Leverages its relationship with the community and positioning the Byrd as “Carytown’s homage to the golden age of film”.
1. Renamed the theatre to “The Byrd: Carytown’s Movie Palace”
2. Developed supporting tactical recommendations to embrace the unique film experience.
New philanthropic ticket option
Golden-Age-inspired movie poster and uniform : Work with VCU Communication Artsto use this idea as a school project if there isn’t a budget.
Programming: LESS “Dumb & Dumber” movies, MORE“Inception” films or second run independent films, OCCASIONAL Golden-Age films.
Local business partnership:
- Donation boxes in partner stores
- Sales of Golden-Age-inspired movie posters + merchandise (Film-centric gift shop at local businesses.
- Concession items showcasing wares of other Carytown businesses (Donated by partners + branded for exposure)
Khuyen Le, Luisa Contaifer, Daren Lifferth, Perry Lowder, Emily Smith