In college, I discovered Rooftop Cinema Club, a cinema screening films on rooftops around the world, but no one I knew had heard of it. So for a business class, I developed a campaign to increase visibility, revenue, and loyalty.

Theaters were suffering post-pandemic as consumers chose streaming over pricey tickets. Simultaneously, a key segment — Gen Z and millennials — craved the kind of classic romance that's become increasingly rare.

RCC had potential to close these gaps with a romantic, old-school cinema experience worth paying for. This campaign draws love-seekers to RCC through 3 initiatives: a Hinge partnership to turn conversations into dates at RCC, seasonal weeks tapping into holiday spend, and a couples’ subscription boosting loyalty and revenue.