Owned by Regal Cinemas, Cinemark Theatres and AMC Theatres, Fathom Events was virtually unknown and unrecognized as a separate brand with critical film and entertainment reporters. Despite delivering 170+ special screenings annually across thousands of screens in the US and UK, reporters did not know what was meant by “event cinema” which was the reason for their name.
Bob Gold & Associates (BG&A), a Los Angeles-based media relations agency, focused its efforts on elevating Fathom’s corporate identity through milestone news releases, targeted media tours with their CEO (Los Angeles, New York City, and Cinema Con). Our media audit resulted in powerful research strongly suggesting a name change. Fathom Events is now planning a rebrand.
BG&A exceeded all goals and even secured five on-camera TV interviews. Our efforts resulted in media interest in Fathom Events that far exceeded the CEO’s prior experience or expectations.