Tivoli

TIVOLI
CINEMAS
Tuesday, September 9, 14
--KCs original art house
--showcases independent cinema
TIVOLI
Wiki: originally indicates the town of Tivoli in the Lazio region of central Italy, founded a few centuries before Rome. Because of the fame of the gardens of the Villa d'Este there (and of their namesake in
Paris), the name has also been applied to other entities
--gardens, theaters, venues
--started as 104-seat store-front movie house in 1983
--1992: relocated to 3-screen movie theater here
--located on Pennsylvia in Westport in Manor Square building, down st. from Kellys, Joes Pizza, WCH
--hard to nd; awkward location
--inside: outdated. looks like an indoor mall
--part of manor square (not its own building)
--walk in to lobby, then climb stairs to get to concessions/theaters
EXISTING AUDIT
VISION
Tivoli Cinemas is committed to perpetuating
the progression of culture. Good lms make
our lives better. They may educate, challenge,
inspire and entertain.
MISSION STATEMENT
Serve as Kansas Citys home for community
cinema, bringing diferent and diverse interests
together to showcase timely and important lms,
beloved classics, world cinema and emergent
creative work.
--Taken from their Kickstarter website
--along w/ independent features, foreign lms.
--host lm classes and lm festivals
--show performing arts broadcasts
BRAND ESSENCE
Art lms are best.
--mostly about the movies they show
LOGO
--generic, quirky, uncomfortable, default
--sandwich meat, bedsheet in backyard
--references movie screen
--what I get from this: not much money, focus isnt on packaging
--red: referencing velvet curtain in a theater?
TICKET STUB
--cheap
--disposable
--gets the job done & thats it
SCREENING CALENDAR
--mass distributed
--concerned only with the content/actual info
FLIER
*also on-screen announcements*
BRAND ATTRIBUTES
CULTURED characterized by rened taste and good education
ECCENTRIC unconventional and slightly strange
ARTISTIC relating to art or artistry
LOCAL belonging or relating to a particular area or
neighborhood, typically exclusively so
--cultured: characterized by rened taste and good education
--eccentric: unconventional and slightly strange
--artistic: relating to art or artistry
--local: belonging or relating to a particular area or neighborhood (KC, Westport), typically exclusively so
CURRENT AUDIENCE
Film community
Art community
Older crowd
Urban core
DAN, 40
--professor at local community college
--lives in midtown KC
--movie bu! -- loves lm and reading about it
--listens to NPR, loves music and keeping up with happenings in the arts and culture world
--goes to Tivoli usually twice a month to see all the lastest independent lms, subscribes to their email updates, interested in lm festivals
SARAH, 21
--local art student
--goes to First Fridays, local gallery shows, enjoys reading online articles about contemporary art
--goes to Tivoli about once every 2 months when shes heard about a good movie out
--likes supporting local businesses and reasonable prices
ED, 72
--retired psychologist
--educated man interested in continually learning
--goes to Tivoli w/ his wife about once every 6 mos when theyve read about a good movie in the KC Star
KEY COMPETITORS
--Screenland: North KC, Crown Center, Crossroads
--Fine Arts Theaters: Holmes, Metcalf, 80th st, Leawood
--Alamo: downtown on Main (P&L); serves food, sing-a-longs
all same problem as Tivoli (not designed), cheesy
PROPOSED
Is it best to create a branding system that
reects the packaging or the content?
question Im asking: Tivoli is physically bad quality, but lms are gold. the content is great, but package is shit. but content is what matters, what theyre focused on. not the BS like
having 1,000 concession options and fancy seats.
current branding reects packaging, not content. (current branding is part of packaging).
we need a branding system that condently embraces both worlds, that reects the high quality of the lms. that can be taken seriously. but isnt afraid to show o! the theater. that
draws people in, probes curiosity.
MODIFIED MISSION STATEMENT
Serve as Kansas Citys home for community
cinema, bringing diferent and diverse interests
together to showcase timely and important lms,
beloved classics, world cinema and emergent
creative work.
BRAND ESSENCE
Good lms only.
--exclusive, condent
DESIRED BRAND ATTRIBUTES
CULTURED characterized by rened taste and good education
ECCENTRIC unconventional and slightly strange
ARTISTIC relating to art or artistry
LOCAL belonging or relating to a particular area or neighborhood,
typically exclusively so
PROUD feeling deep pleasure or satisfaction as a result of ones own
achievements, qualities, or possessions
--cultured: characterized by rened taste and good education
--eccentric: unconventional and slightly strange
--artistic: relating to art or artistry
--local: belonging or relating to a particular area or neighborhood (KC, Westport), typically exclusively so
--proud: feeling deep pleasure or satisfaction as a result of ones own achievements, qualities, or possessions
POSSIBLE BRAND ELEMENTS
--sophisticated but eccentric
--unique
--snarky copywriting
--utilizing interesting cinematography
DESIRED TARGET AUDIENCE
Film community
Art community
Older crowd
Urban core
--MORE of the same
audience = more of the SAME
OBJECTIVE/GOAL
Create a branding system for the Tivoli that is
self-aware, that is eccentric on purpose, that
attracts the right crowd, that previews the
quality of the lms.
The Tivoli is a local gem. Its great the way it is and its an important institution.
--eccentric on purpose BECAUSE its conscious about the lms it presents, so it should be consicous about the way it promotes
those lms/itself

Tivoli

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