"Creating a “G” Rated Market"

 

Thirty-two years ago Chick-fil-A broke new ground in the motion picture industry by sponsoring the theatrical release of a full-length motion picture, The Pistol – The Birth of a Legend.

 

The concept was the brainchild of Rodney Stone, Short Horse Productions and Frank C. Schroeder, Majesty Pictures.

 

Sponsorship in the motion picture industry before The Pistol  only included product placement, but never a presenting sponsor of an entire theatrical release.

 

In 1991, The Pistol was the only live action “G” rated motion picture released theatrically in the United States.

 

Mr. Stone and Mr. Schroeder convinced the major theater chains that a 45 second corporate statement by Chick-fil-A Founder and CEO, Truett Cathy before the film encouraging people to come out to the theaters and to support family movies would be good for the industry and good for their corporate sponsor.

 

The “Hollywood Reporter” wrote a feature article on the Chick-fil-A promotion with the headline on how they, “Created a “G” Rated Market” and stated that it was the most innovative marketing approach for a corporate sponsor to reach a targeted family audience.

 

The introduction provided Chick-fil-A with countless thousands of previously unattainable “expressions” and “impressions” to their corporate purpose and commitment to American families.

 

The theatrical distribution and marketing company, Premier Pictures Releasing Corporation in association with Sony Pictures Studio then set into motion an all-encompassing media campaign designed to position Chick-fil-A as an active supporter of entertainment for the entire family.

 

In addition to the on-screen introduction, Chick-fil-A was included in all media (television, radio, newspaper) marketing as well as in-store promotional merchandise tie-ins from the movie.

 

From theatrical release to home video release to network television premiere, the Chick-fil-A corporate sponsorship was incorporated into every aspect of The Pistol’s marketing campaign:

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Chick-fil-A

 presents

 The Family Motion Picture Event of the Year

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“Gordy Days at Walmart”

 

Mr. Stone and Mr. Schroeder also created Walmart’s first in-store promotional campaign for a theatrical released motion picture with the family friendly film Gordy, in over 300 select Walmart locations across the country.

 

The marketing theme was “Gordy Days at Walmart” and included an actual “country fair” in cooperation with the national 4-H Club, Lisa Frank, Justin Boots, local radio stations, and other local business as well as in-store banners, posters and sales clerks wearing Gordy merchandise.

“Gordy Days at Walmart” provided a great opportunity to build a deeper affinity with their customers by providing them with a true family experience. 

 

Their marketing innovation helped validate that by selling an experience, Walmart could not only sell more products but sell them more deeply than any traditional marketing campaign. 

 

Walmart is an American multinational retail corporation that runs chains of large discount department stores and warehouse stores. 

 

The company is one of the world’s largest public corporation and one of the biggest employer in the world with over two million employees.  Walmart remains a family-owned business, as the company is controlled by the Walton family.