IT WAS QUITE A SIGHT. As John Williams' theme to “Star Wars” trumpeted through the air, a majestic fleet marched forward.
The Imperial Guard? Think even more imposing. Try a battalion of mothers with fully loaded strollers making their way into the Loews Boston Common Theater.
The mamas were making their way to a Tuesday morning session of Reel Moms, an event geared to new moms and their babies. Once a week, Loews (now part of AMC Theaters) screens a new movie where crying babies aren't only welcomed — the little nippers are practically required.
The theater lights aren't dimmed completely and the bombastic sound system is held in check to accommodate little ones with sensitive ears. Moms are welcome to feed their babies and walk them through the aisles. And yes, there are changing tables available for when nature calls.
When my oldest son Jacob (now age 3) was an infant, I didn't hear about Reel Moms (or any of the other similar programs, like National Amusements' Baby Pictures) until he was too old to sit quietly through a film.
Last fall, when my Danny was born, I was determined to get out to a show at least once with him while on maternity leave. Of course, the chaos that is my life meant otherwise. But I did get the chance to venture out to the cinema with him this winter, so we could both judge the merits of Reel Moms as a customer relationship management tool.
On Valentine's Day, we trekked into Boston to see “The Pink Panther.” As an entertainment experience, it was amusing — good if you're in the mood for silliness. As a marketing experience…well, not so much.
I'd read of Reel Moms' previous co-marketing promotions for brands such as Teletubbies and ABC Daytime. Sadly, nothing of the sort greeted us Feb. 14. Perhaps it's on hold until the program and Loews is fully integrated into the AMC chain.
But it seemed like such a wasted opportunity. I mean, c'mon — you've got 40 or so moms (and a few dads) out of the house and looking for some kind of stimulation. Give me a sample, a coupon, a demonstration…anything! I'm here, I'm ready!
And there's no one better to count on for word-of-mouth advertising than a new mother. A lack of sleep turns our mental censors completely off. Heck, if we'll babble about our kids' diaper contents to anyone who will listen, we'll most assuredly talk up your new product if we love it.
Judging by all the commercials run before films these days, it can't be that the theater was averse to pushing products on paying customers. So what gives?
Reel Moms is a great way to fill seats on a slow weekday morning. I'm going to hope that the lackluster marketing sparkle at the screening I attended was just a coming attraction for bigger and better things after AMC gets the merger under control.
The opportunities here are endless. Sure, moms cycle out of Reel Moms rather quickly (once a kid gets even remotely mobile I can't imagine going). But while they're there, oooh, they're golden. First-time moms are like sponges looking for ideas, tips and any clue that will help them get through the day with their little bundle of insanity — I mean joy. And second-, third- or (goodness help them!) fourth-time moms are calmer, but still looking for ways to make their babies' lives better. And those veteran moms probably network with other moms at school and daycare who'd like to hear about your product too.
Still, all in all, Reel Moms is a real good idea. Before Danny grows into a raving psycho toddler — I mean, energetic young tyke — I'll definitely try to revisit the concept for a popcorn fix, and hopefully a marketing one as well.
As for Danny, apparently he's a Steve Martin fan. Even though it was his regular nap time, he woke up as we strolled in the theater and stayed happily awake through the entire movie, sitting quietly on my lap and taking in the sights and sounds of the film and the tots in adjacent seats.
And already, he's learned the value of commerce and self-marketing. He waived getting a byline on this column for an ice cream cone (redeemable as soon as he can have solid foods) and an action figure to be named later.
A version of this column originally appeared in CM Plus, one of the Chief Marketer family of e-newsletters. To find out more, visit www.chiefmarketer.com. Tell them Danny sent you.
