A portfolio by Caitlin Bohrer JMC 415 2015 TABLE OF CONTENTS Executive Summary ...... 2 Memo ...... 4 Business Letter ...... 6
Research ...... 8-11 Fact Sheet ...... 13 Bio Sketch ...... 15 Backgrounder ...... 17-21 Position Paper ...... 23-24
News Release ...... 26-27 Audio News Release...... 29-30 Media Advisory ...... 32 Media Messaging ...... 34-37
Feature Story ...... 39-44 Speech ...... 46-49
Public Service Announcement ...... 51 Brochure ...... 53-54 Website Analysis ...... 56-59 Crisis Strategy PowerPoint ...... 61-64
Resume ...... 66
Executive Summary
Executive Summary
In the following document, you will find a public relations portfolio for Harkins Theatres, a family-owned theatre chain with locations across five Southwest states. This portfolio encompasses the various documents needed to carry out a strategic communication plan ranging from a traditional fact sheet and press release to media messaging and a PowerPoint presentation, for example.
Caitlin Bohrer, a junior at Arizona State University, composed this portfolio for a public relations writing class at the Walter Cronkite School of Journalism and Mass Communication. Harkins Theatres was her selected client for the fall 2015 semester. The following documents showcase her writing abilities as an effective communicator and a future PR practitioner.
Caitlin plans to pursue a career in public relations after graduation. She hopes to work at a public relations agency or a company specializing in sports or entertainment communications.
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Memo
Memo
To: Xu Wu From: Caitlin Bohrer, JMC 415 Date: September 10, 2015 Re: Client information and rationale - Harkins Theatres
I am writing to inform you of my client selection for my PR writing portfolio. I have chosen to represent Harkins Theatres.
Harkins Theatres is a family-owned and operated business that has been providing entertainment to the Southwest since 1933. Based in Scottsdale, Arizona, Harkins currently has 31 locations across five states making it the seventh largest movie theatre chain in North America. Included in its over 400 screens are five Cine Capri auditoriums and one IMAX location that offer the Ultimate Moviegoing experience.
I chose to represent Harkins Theatres because of my strong interest and curiosity in the film and entertainment industry. I am also very familiar with the business and have been a loyal customer of Harkins Theatres for many years. Through the various assignments completed in this PR writing class, I plan to learn even more about the mechanics and background of the business in hopes to further my knowledge for a future career in entertainment public relations.
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September 10, 2015
Harkins Theatres Corporate Office 7511 E McDonald Drive Scottsdale, AZ 85250
Dear Mr. Dan Harkins,
My name is Caitlin Bohrer and I am a junior at Arizona State University. I am pursuing a degree in journalism with an emphasis in public relations from the Walter Cronkite School of Journalism and Mass Communication. In addition, I am working towards my certificate in Sales and Marketing Essentials from the W.P. Carey School of Business while also interning in the public relations department at Banner Health.
I am writing in regards to choosing Harkins Theatres as my “client” for my public relations writing class. During the course of the semester, I will be researching Harkins Theatres and developing an extensive portfolio that will include a fact sheet, news release, brochure, and public service announcement, for example. I have a strong love for the entertainment industry, especially movies. Over the last eight years, I have created a book of my ticket stubs from sporting events, concerts, drama plays and of course movies, with a good majority of the stubs being from Harkins Theatres.
Although I have already done initial research on the theatre chain and its history using news stories, blogs, Web pages and personal observations, I feel there is still more pertinent information to uncover about your company. I would value the opportunity to conduct an interview with you either in person or over the phone so we could discuss my portfolio in more detail. As owner and CEO, your personal insight on Harkins Theatres and the film industry would be greatly appreciated.
Please let me know at your earliest convenience when you would be available for an interview.
Sincerely,
Caitlin Bohrer [email protected] (602)-909-2158
Walter Cronkite School of Journalism and Mass Communication
555 N Central Ave Suite 302 Phoenix, AZ 85004-1248 602. 496.5555 Fax: 602.496.7041 www.cronkite.asu.edu 6 Research
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Summary Harkins Theatres is a family-owned business that has been providing entertainment to the Southwest since 1933. Based in Scottsdale, Arizona, Harkins currently has 31 locations across five states making it the seventh largest movie theatre chain in North America, according to number of screens.1 Included in its over 400 screens, are five Cine Capri auditoriums and one IMAX location that offer a more pristine movie-going experience. Besides providing the latest movie releases, Harkins Theatres shows concerts, opera and ballet performances and other documentaries at select locations. Private screenings are also available for business events, school field trips and birthday parties. Average ticket prices start at $6 for a child up to $11 for an adult with discounts available for students and seniors.2
Strengths
1. Rich family history – Harkins Theatres has been in operation since 1933 when Dwight “Red” Harkins opened The State Theatre in Tempe, Arizona. With 82 years of Harkins family history, the theatre chain has continued to thrive under the leadership of Red’s eldest son, Dan Harkins, who took over the business in 1974. As owner and CEO, Dan Harkins has been at the forefront of building a strong reputation for his family’s company through theatre innovations, the Loyalty Program and also non-profit sponsorships and fundraisers throughout the community. With each new theatre launch, the Harkins family has a hand print dedication ceremony; Dan Harkins also buys the theatre’s first ticket.
2. Harkins historical gem – Harkins Valley Art theatre located on Tempe’s Mill Avenue is Arizona’s oldest and longest-operating movie theater.3 Originally named College Theatre when it opened in 1940, it is the only Depression-era theatre left in Tempe and has been given historical building status by the City of Tempe. 4 While having undergone renovations since its inception, the theatre still embodies a classic cinema look with its exterior stand-alone box office, for example. Valley Art typically shows independent and foreign films on its single screen.
3. Discounted rates – Harkins Theatres offers discounts to provide a more economical experience through its annual Loyalty Program. For each participating year, customers receive a free medium popcorn voucher every time they wear their Loyalty T-shirt to the theatres and a $1.50 soft drink refill when they use their Loyalty cup.5 The Loyalty items can be purchased individually or can be sold as a part of school fundraisers. Students and senior citizens are also eligible for discounted ticket rate. Prices vary depending on theatre location.
4. Cine Capri – Harkins Theatres is home to five Cine Capri auditoriums that house 70-foot-wide screens, 40,000 watts of crisp digital sound, Plush Ultimate Rocker stadium loveseats, and signature “gold waterfall drapes.” The lavish setting and décor offer premium movie-going for customers looking for a Holleywoodesque experience.
5. Family-friendly atmosphere – Harkins Theatres offers motion pictures for a wide variety of people and ages. For parents that do not wish to bring their young children into the auditorium, though, Harkins Theatres PlayCenter is offered at select locations. Children 3-8 years of age can play games, read books, watch movies and various other activities with staff for the duration of the parent’s movie. Also offered for children 12 and younger is Summer Movie Fun, a 10-week program that brings previously family-favorite movies to Harkins for a low price.
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6. More than just movies – Besides screening the latest movie releases, select locations show opera and ballet performances, along with educational documentaries and concerts that may appeal to a niche group of theatergoers. Harkins Theatres also serve as locations for film festivals such as the Phoenix and Scottsdale Film Festivals. Film festivals present a unique, unrepeatable experience offering a rare opportunity to view films on the big screen before they disappear or only reappear on DVD. 6 Ultimate “gamers” are given the opportunity to battle on the big screen by booking auditoriums to host birthday parties or other events equipped with some of the latest Xbox One and PlayStation 4 video games.
7. Community Outreach – Harkins Theatres displays its desire to be involved in the community and support other organizations through its charitable giving. A portion of the proceeds from the Harkins Loyalty program is donated to Phoenix Children’s Center for Cancer and Blood Disorders.7 Other non-profit sponsorships include American Red Cross, Phoenix Public Library and Arizona Animal Welfare League and SPCA. Harkins has held events like The Patrick Swayze Film Festival where proceeds went to non-profit organization Hospice of the Valley.8 A Tempe location also hosted President Obama’s 2009 inauguration address in one of their auditoriums welcoming nearly 200 community members to watch the monumental event.9
Weaknesses 1. Overpriced concessions – For those that do not have a Loyalty Cup or T-shirt, the cost to purchase snacks can be expensive. Some movie theatres markup popcorn, soda and candy by 806, 593 and 104 percent, respectively.10
2. No dine-in theatres – While Harkins Theatres offers an array of snack bar food at concession stands, none of the locations offer a dine-in theater with restaurant-style cuisine. There are no options for customers looking for an all-inclusive entertainment package with dinner and a movie.
3. Regional theatre chain – Although Harkins has expanded to four other states outside of Arizona, the theatre-chain only caters to the Southwest region of the United States. The majority of the theatres are located in Arizona; therefore, the company is unable to compete with other national theatre chains that have locations throughout the nation.
4. Cleanliness – While cleanliness varies based on location, some online reviews stated dissatisfaction with the sanitation of the auditorium seats. 11 Because of the seat’s cloth material, it is harder to clean for dirt, spills and bacteria. Researchers have investigated seating in other theatre chains and have uncovered bacteria found in cattle, soil, feces and yeast. 12
Stakeholders Harkins Theatres serves a variety of customers because of movies’ vast entertainment appeal to the general population. In 2014, 229.7 million people went to the cinema at least once in the U.S. and Canada. Frequent* moviegoers made up 51% of tickets sold.13 Harkins various locations in Arizona, California, Colorado, Oklahoma and Texas also contribute to its variety of clientele. Customers range from young children to senior citizens, with a special appeal to teenagers and young adults who are tech savvy, trendsetters and are leaders in their social groups. Cinema going also appeals to families as it provides one of the cheapest entertainment options with $32.68 as the average total price for tickets for a family of four.13
*Frequent = once a month or more
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Demographic Age: 2 - 60+ years of age
12-39 year-olds account for 53% of frequent moviegoers 18-24 and 25-39 year-olds make up the largest percentages (19% each)13
Gender: 50% female 50% male *based off of number of tickets sold 13
Ethnicity: Caucasians make up the majority of the frequent moviegoer population (63%) Hispanics are more likely than any other ethnic group to purchase movie tickets (23%) relative to their share of moviegoer population (17%). 13
Income: The average household income of moviegoers is $82,800, which is +14% higher than the average U.S. person.14
Psychographic Moviegoers are most likely to be:15
Trendsetters In the know consumers Peer leaders Sought after for purchasing advice Tech Savvy Prefer products that offer the latest in technology - Over two-thirds of all frequent moviegoers (73%) own at least four different types of key technology products, compared to 55% of the total adult population. 13 Adventurous Crave excitement in their lives
Geographic Harkins Theatres serves customers in the following cities and states:
Arizona Metro Phoenix Northern Arizona Southern Arizona ● Phoenix ● Peoria ● Flagstaff ●Tucson ● Scottsdale ● Mesa ● Sedona ● Casa Grande ● Tempe ● Avondale ● Prescott Valley ● Yuma ● Chandler ● Queen Creek ● Gilbert
California Colorado Oklahoma Texas ● Chino Hills ● Denver ● Oklahoma City ● Southlake ● Moreno Valley
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Cited Sources
1 Top 10 U.S. & Canadian Circuits. (2014, July 1). Retrieved September 5, 2015, from http://natoonline.org/data/top-10-circuits/
2 MovieTickets.com. Retrieved September 9, 2015, from https://www.movietickets.com/
3 Royal, D. (2013, July 29). 10 Favorite Movie Theaters in Metro Phoenix. Phoenix New Times Retrieved September 10, 2015, from http://www.phoenixnewtimes.com/arts/10-favorite-movie-theaters-in-metro-phoenix- 6559542
4 College (Valley Art) Theatre. Retrieved September 9, 2015, from http://www.tempe.gov/city- hall/community- development/historic-preservation/tempe-historic-property-register/college-valley- art-theatre
5 Loyalty Programs. Harkins Theatres. Retrieved September 9, 2015, from http://www.harkinstheatres.com/loyaltyPrograms.aspx
6 Czach, L. (2010). Cinephilia, Stars, and Film Festivals. Cinema Journal, 49(2), 141.
7 Harkins donates to Phoenix Children's. (2011, November 18). EVTribune. Retrieved September 9, 2015, from http://www.eastvalleytribune.com/local/health/article_4697ce0c-1270-11e1-b847- 001cc4c03286.html
8 Zajac, M. (2009, September 21). Harkins Theatres to hold Swayze film tribute. EVTribune. Retrieved September 9, 2015, from http://www.eastvalleytribune.com/get_out/article_7639aecf-3d4a-5ac4- 9fe6-d99b9bee674e.html
9 Wagner, D. (2009, January 21). A screen befitting a ‘larger than life occasion.’ USA Today. From Academic Search Premier. EBSCOhost
10 Bell, A. (2014, May 29). Just How Big is the Markup on Movie Theater Food? Yahoo. Retrieved September 9, 2015, from https://www.yahoo.com/movies/just-how-big-is-the-markup-on-movie- food-87128526582.html
11 Harkins Theatres - Chandler, AZ. Yelp. Retrieved September 9, 2015, from http://www.yelp.com/biz/harkins-theatres- chandler
12 ABC's 20/20 Swabs Movie Theaters — And What They Find Ain't Pretty. CleanLink. (2014, March 24). Retrieved September 9, 2015, from http://www.cleanlink.com/news/article/ABCs-2020-Swabs- Movie-Theaters-8212-And-What-They-Find-Aint-Pretty--16824
13 Theatrical Market Statistics 2014. (2015, March 1). MPAA. Retrieved September 9, 2015, from http://www.mpaa.org/wp-content/uploads/2015/03/MPAA-Theatrical-Market-Statistics-2014.pdf
14Cinema Facts. Screen Vision. Retrieved September 5, 2015, from http://www.screenvision.com/why- cinema/cinema-facts/
15 Benefits of the Cinema Audience. (2011, April 1). Cinema Ad Council. Retrieved September 10, 2015, from http://www.cinemaadcouncil.org/docs/CAC-Moviegoer_Insights_Deck_040711.pdf 11
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Fact Sheet
Page | 3 Overview Harkins Theatres has been providing entertainment to moviegoers in the Southwest since 1933. Patrons can enjoy the latest blockbuster and independent films in 31 current locations across five states making it the largest family-owned theatre circuit in the U.S.
HISTORY Founded: In 1933, Founder Dwight “Red” Harkins opened The State Theatre at 1933 age 18 in Tempe, Arizona during the height of the Depression. Dan Harkins took over the family business at the ambitious age of 21 after Founder: his father’s death in 1974. Dan has been the orchestrator behind the Dwight “Red” Harkins expansion of the theatre chain over the last four decades, but Red’s vision for innovation is the legacy that propels the success of Harkins Headquarters: Theatres today. Scottsdale, AZ
MISSION Locations by state: Harkins Theatres aims to deliver the Ultimate Moviegoing experience Arizona (26) in an entertaining but enjoyable environment to patrons of all ages. California (2) Though its affordable cinema price and state-of-the-art services and Texas (1) amenities it strives to become the movie theatre of choice for Oklahoma (1) communities in the Southwest. Colorado (1)
THEATRE FEATURES Leadership: IMAX auditorium and 3D Films Dan Harkins, Cine Capri auditorium Owner & CEO Ultimate Rocker love-seats Loyalty discount program Mike Bowers, President & COO Self-serving ticket kiosks
PlayCenter daycare
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Behind the Screens: Dan Harkins
Dan Harkins is nothing short of the ultimate showman. As owner and CEO of Harkins Theatres, the largest family-owned theatre circuit in the country, he has transformed his passion of movies and entertainment into a business that has served the Southwest for more than 80 years.
Dan has show business in his blood. He was literally ‘born’ into the business, as his parents lived in an apartment behind the projection booth at what is now Harkins Valley Art Theatre in Tempe, Arizona. From a young age, Dan learned the ins and outs of running a theatre from his father Dwight “Red” Harkins, founder of Harkins Theatres. Dan Harkins, Owner & CEO
From working every job from janitor to projectionist to general manager, 21-year-old Dan was experienced and ready to take over the business in 1974 after the death of his father.
“My love of the entertainment industry was nurtured by my father,” Dan said in a 2013 Film Journal International article. “…like my father, I love creating state-of- the-art entertainment venues that exceed moviegoer expectations.”
Over the next three decades, Dan dedicated his time to two goals: expanding the Harkins business and enhancing the moviegoing experience. Dan purchased other local theatre chains and upgraded them with modern amenities such as digital sound systems, plush rocking chair seats, neon lobbies and gourmet snack bars. Harkins Theatres has now grown to over 400 screens in 31 theatre locations across five Southwestern states.
Dan is no stranger to leadership and innovation. As a three-time winner of the United Motion Pictures Association National Showman of the Year Award, he created Arizona’s first foreign and art film program. He also orchestrated the promotion campaign that gave Harkins Tempe Marketplace the winning votes to host the 2009 U.S. premiere of “X-Men Origins: Wolverine.”
Among awards such as Ernst and Young Entrepreneur of the Year, Dan was most recently named the 2014 NATO Marquee Award recipient at CinemaCon for his unequalled dedication, commitment and service to the motion picture theatre industry.
Besides watching movies, Dan enjoys photography, hiking, bicycling and spending time with his wife, Rita, and their two children, Danielle and James. Dan says if he could chose anyone to portray himself in a biopic movie it would be George Clooney.
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Backgrounder
Backgrounder Behind the screens: Movie Ratings System
Harkins Theatres encourages parents and guardians to familiarize themselves with the movie ratings system established by the Motion Picture Association of America when selecting a film to view. The MPAA’s current rating system is administered by the Classification & Ratings Administration (CARA) that provide ratings that give cautionary warnings to families about a movie’s content. CARA categorizes movies with letter ratings from G, PG, PG-13 up to R and NC-17. Alongside the letter ratings, CARA presents brief descriptions of the specifics behind a movie’s rating.
History of Movie Ratings System
In 1930, William Hays, president of what was then known as the Motion Pictures Distributors Association of America, created the Motion Picture Production Code. Also known as the Hays Code, these guidelines set the boundaries for what could be seen, heard, even implied on screen.1 This code was intended to monitor “offensive” material and to prevent government interference in filmmaking.2 It approved a movie for distribution only if it was deemed “moral” according to an extensive list of rules that forbid scenes with profanity, implications of prostitution, nudity and racial epithets, for example. 3 In 1968, MPAA chairman, Jack Valenti, established CARA, the parent focused ratings system, replacing the previous censorship guidelines. Unlike the Hays Code, CARA was created upon the principles that the movie industry wouldn’t approve or disapprove of what audiences watched, but would rather give advance cautionary warnings to families about a movie’s content, ultimately “freeing the screen.” 4 When the new rating system was first established, movies were rated G, M, R or X. In 1984, “Red Dawn” was the first movie released with a PG-13 rating after public objection over violent content in the PG-rated “Indiana Jones and the Temple of Doom” and “Gremlins.”2 The NC-17 replaced the X rating in 1990.
What is the purpose of ratings?
Movie ratings provide moviegoers with advance information about the content of movies before viewing them. This is especially helpful for parents who need to decide on what movies are suitable for their family. A movie rating is a stronger note of caution suggesting to parents to further investigate the content of the motion picture before allowing their children to view it. 17
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Guide to ratings
The rating board considers factors such as violence, sex, language and drug usage when viewing the movie. CARA assigns a rating the board believes best reflects the opinion of most American parents about the suitability of that film for viewing by children. CARA also gives a rating descriptor for that movie in order to better inform parents of the elements that caused the motion picture to be given that rating.5
G – General Audiences: Films that are meant to be viewable by all ages. Considered not to have any themes that would be objectionable to parents.
PG – Parental Guidance Suggested: A step up from “G” movies that may contain mild profanity or violence that may be unsuitable for children 10 and under.
PG-13 – Parents Strongly Cautioned: Parents are urged to be cautious as material such as drug usage, violence, sensuality, profanity, if not used in a sexual context, and language, may be unsuitable for children 12 and younger.
R – Restricted: Contains adult themes in abundance like nudity, drug usage, graphic violence and sexuality that is considered to be unsuitable for the average minor.
NC-17: No one under 18 is admitted. It goes beyond the scope and themes of a rated R movie. MPAA Movie Ratings chart6
The Anatomy of a Rating Rating G, PG, PG-13, R or NC-17 indicating the degree of caution
Rating Descriptor Conveys with details on why the film received its rating
Rating Definition Provides explanation of what the specific rating means Anatomy of a Ratings graphic7
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Who rates the movies?
A board of 8-13 parents rates the movies. Each member of the Rating Board must be a parent with children between the ages of five and fifteen when they join the board. The Chairperson of the board and Senior Raters may have children of any age. Raters can serve up to seven years and may not have any other affiliations with the entertainment industry. The Chairperson attempts to select a group of raters who represent the diversity of American parents.5
As American parents’ sensitivities change, so does CARA’s rating system. Elements such as violence, language, drug usage and sexuality are frequently re-evaluated through surveys and focus groups in order to better aid parents in making the appropriate viewing choices for their family.8
Do all movies need to be rated?
No. Submitting a movie for a rating is a voluntary decision made by filmmakers. However, the overwhelming majority of filmmakers have their movies rated, and each member of the MPAA including, Walt Disney Studios Motion Pictures, Twentieth Century Fox Film Corporation and Sony Pictures, for example, has agreed to have all its theatrically released movies rated.9
Check the Box Ratings’ Campaign
In 2013, MPAA created the campaign “Check the Box” that focuses on emphasizing the descriptors in the ratings box with the overall goal of providing parents with the clearest view of the content of films.10 The descriptors were originally added in 1990 to ratings boxes of PG, PG-13, R and NC-17 movies. As a part of the campaign, CARA also improved the trailer tag that clearly states that the movie trailer is approved to accompany the film being played.
Trailer Tag Comparison9
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Website/Kiosk Movie Ratings Checklist11
All movie theatre companies and movie ticketing websites along with ticketing kiosks should display the following information regarding ratings:
Ratings and rating descriptors should be prominently displayed in conjunction with the movies referenced on the site The site should provide general descriptive information about the MPAA movie ratings system and should link to other sites such as filmratings.com, MPAA.org or parentalguide.org. The site should include additional warnings related to the admittance of people under the age of 17 to R- rated movies or people under the age of 18 to NC-17- rated movies.
Movie advertisement
Any distributor that intends or is required to have a movie rated must submit all advertising materials to the MPAA Advertising Administration prior to the rating of a movie to ensure the content is suitable for the audience viewing it. The Advertising Administration reviews more than 60,000 marketing pieces each year including theatrical, home video and online trailers, print ads, radio and TV spots, press kits, billboards, bus shelters and posters, for example.12 Once a film is rated, all advertising materials for the film must include the appropriate rating information. 13 In the theater, the objective is to give parents a reasonable expectation that if they are comfortable with the content of the film they have chosen to see with their children, then they will be comfortable with the content of the trailers preceding it.13 Movie trailers featuring stronger content are permitted to run only with compatible features.
Other helpful ratings resources
The Classification & Rating Administration (CARA) – filmratings.com National Association of Theatre Owners – natooonline.org The Advertising Self Regulation Council – asrsreviews.org Common Sense Media – commonsensemedia.org Fandago Family-Friendly Guide – fandago.com/movies/family
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Cited Sources
1 Doherty, T. P. (1999). Pre-code Hollywood: Sex, immorality, and insurrection in American cinema, 1930- 1934. Retrieved from https://www.nytimes.com/books/first/d/doherty-hollywood.html
2Peck, K. (2015). The economic impact of the MPAA film rating system on types of films made from 2004- 2014 Available from ProQuest Dissertations & Theses Global. Retrieved fromhttp://login.ezproxy1.lib.asu.edu/login?url=http://search.proquest.com/docview/1710455039?ac countid=4485
3 FilmmakerIQ. The History of Hollywood Censorship and the Ratings System. Retrieved September 20, 2015, from http://filmmakeriq.com/lessons/the-history-of-hollywood-censorship-and-the-ratings-system/
4 National Association of Theatre Owners. History of the Movie Ratings System. Retrieved September 20, 2015, from http://natoonline.org/initiatives/movie-ratings/history-of-ratings/
5 Motion Picture Association of America, Inc (2010, January 1). Classification and Rating Rules (pp. 8-9). Retrieved September 17, 2015 from http://www.filmratings.com/downloads/rating_rules.pdf
6 Howland, M. (2011, May 16). MPAA Movie Ratings chart. Image. Retrieved September 17, 2015 from http://www.wearemoviegeeks.com/2011/05/sure-your-infant-is-old-enough-for-an-r-rated-film/
7 Sumner, D. (2013, February 21). Anatomy of a Rating. Image. Retrieved September 21, 2015 from http://www.best horror-movies.com/news?name=the- motion-picture-movie-rating-system
8 Filmratings.com. Why: History of Ratings. Retrieved September 22, 2015 from http://filmratings.com/why.html
9Filmratings.com. What: Guide to Ratings. Retrieved September 22, 2015, from http://filmratings.com/what.html
10 Dodd, C. (2013, April 18). Check the Box to Decide if a Film Is Right for Your Family. The Huffington Post. Retrieved September 24, 2015, from http://www.huffingtonpost.com/chris-dodd/check-the-box-to-decide- i_b_3110024.html
11 National Association of Theatre Owners. (2014). Web Site/Kiosk Movie Ratings Checklist. Retrieved September 22, 2015 from http://natoonline.org/wp-content/uploads/2014/07/Web-Site-Movie-Ratings-Checklist- 2014.pdf
12 National Association of Theatre Owners (2013). The MPAA Advertising Administration. Retrieved September 21, 2015, from http://natoonline.org/the-mpaa-advertising-administration/
13 Advertising Administration Motion Picture Association of America, Inc. (2014, January 1). Advertising Administration Rules (p. 4). Sherman Oaks. Retrieved from http://filmratings.com/downloads/advertising_handbook.pdf
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Position Paper
“The Interview”: How it rallied for Preserving Freedom of Artistic Expression
Last December, controversy surrounded the “The Interview” after the movie’s production company, Sony Pictures Entertainment, faced a cyber attack where sensitive internal data was obtained and threats were made upon the impending release of the movie. Although, Sony initially announced they wouldn’t release the movie at all, that decision was later reversed, allowing small independent theatres to show the movie if they so chose. Harkins Valley Art Theatre was one of only eight theatres in Arizona that, starting on Christmas Day, elected to screen the movie, a comedy about a TV talk-show team sent to assassinate North Korean leader Kim Jong-un. As a company that releases a wide variety of films each year, Harkins supports one’s right to freedom of speech, even if those ideas are not of the most popular beliefs. We supported Sony’s decision to ultimately release “The Interview” that allowed our patrons to view the artistic expression of the writers and actors of the film.
Some people have labeled “The Interview” as “culturally insensitive” 1 and “in poor taste” because of the way it made a mockery of assassinating the leader of North Korea, a country in which the United States has tense relations. While we understood people’s concerns over the threats and potential backlash that could have come about from releasing this political satire, we chose to value the freedom to keep our film industry free of restriction, censorship and violent intimidation. While we knew this movie would not appeal to all moviegoers, ultimately, we wanted to give patrons the opportunity to watch the movie.
Harkins Valley Art is a proud supporter of foreign and independent movies that contain content that might not be suitable or appreciated by some people, but that doesn’t deter us from releasing those films. “The Interview” is no different. As Americans, our ideas, while sometimes radical or distasteful, are protected under the First Amendment. Harkins celebrates the writers and actors that share their creativity with the world through motion pictures. Even President Obama supported Sony’s decision to authorize the screening of the film. “…we are a country that believes in free speech, and the right of artistic expression,” said a statement from the White House. “The decision made by Sony and participating theaters allows people to make their own choices about the film, and we welcome that outcome."2
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By releasing this movie, we are also supporting future motion pictures, documentaries and works of art that may face similar censorship. As a theatre chain, we are the main source for the public to view newly released movies. We can’t let other leaders and countries intimidate and restrict what we can and cannot distribute at our theatres. Like Obama pointed out in his statement, we can’t change our “patterns of behavior” and live in fear of attacks. People are going to continue to run in future Boston Marathons, for example, even after the 2013 bombing. So we shouldn’t let the events that unfolded around this movie prevent future filmmakers from producing satirical or controversial films.
Amidst controversy, Harkins Theatres supported the release of “The Interview” and decided to show it at Valley Art. While the film itself may not have produced any Oscar- worthy performances or shed light on any major societal issues, the circumstances surrounding the movie did generate buzz about the importance of preserving the right moviemakers and Americans have to freely express themselves. We hope that our loyal patrons understand the actions we chose and will join us in supporting the creativity and expression of the films that bring us pure entertainment and contribute to the ultimate movie-going experience.
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Cited Sources
1 Wallenstein, A. (2014, December 25). Survey: Watchers Deem 'The Interview' 'Culturally Insensitive' Retrieved September 17, 2015, from http://variety.com/2014/film/news/survey-watchers-deem-the-interview-culturally- insensitive-1201387309/
2 McNary, D. (2014, December 23). President Obama Hails Sony's Theatrical Release of 'The Interview' Retrieved September 17, 2015, from http://variety.com/2014/film/news/president-obama-hails-sonys-theatrical-release-of-the- interview-1201386347/
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Harkins Theatres 24 Arizona California Colorado Oklahoma Texas harkinstheatres.com
News Release
For Immediate Release:
Contact: Caitlin Bohrer Harkins Theatres Public Relations Director 7511 E. McDonald Drive [email protected] Scottsdale, AZ 85250 (480)-627-7777
Former NFL star to unveil film with public Q&A session
(TEMPE, Ariz., Aug. 28) --- Former NFL defensive end Simeon Rice will commemorate his first feature-length film, “Unsullied,” with a Q&A session at 9:15 p.m. on Aug. 28, at Harkins Tempe Marketplace, 2000 E. Rio Salado Parkway #1160.
The Q&A session will follow the 7:40 p.m. showing of “Unsullied.” Rice, a Super Bowl champion and former Arizona Cardinals defensive end, wrote, directed and largely financed the film. Football fans and moviegoers alike are welcomed to attend and ask questions about “Unsullied.” Rice will also provide insight on his transition from the football field to the production studio.
“As a proud supporter of independent films, Harkins Theatres is honored to host this event for Simeon Rice and his movie ‘Unsullied’,” said Dan Harkins, owner and CEO of Harkins Theatres. “We celebrate creative new filmmakers and love to see that he has found a passion in moviemaking.”
During his 12-year NFL career, Rice earned a Super Bowl ring in 2003 and three Pro Bowl selections (1999, 2002 and 2003) with the Tampa Bay Buccaneers. He was also named Defensive Rookie of the year with the Arizona Cardinals in 1996. Even during his football days, Rice had a strong interest in movies. This passion carried over to his post-NFL career. After retiring in 2007, he enrolled in a yearlong film program at The New York Film Academy Los Angeles. Rice released his first short film “When I Was King” in 2011.
“When it comes down to it, what I missed about the game was the challenge,” Rice said in a recent New York Daily News article. “So when I retired, [filmmaking] was another challenge to myself.”
“Unsullied” is a psychological thriller about Reagan, a track star, who is kidnapped after car trouble strands her in the Florida backwoods. Held captive in an isolated cabin, she manages to escape but is relentlessly pursued by the sociopaths that captured her. Reagan uses her inner strength and memory of her late sister to survive this dangerous game of cat-and-mouse.
“Unsullied,” stars Murray Gray, Rusty Joiner and James Gaudioso. The movie is R-rated and opens in select theatres nationwide Aug. 28. 26 -more-
Harkins Theatres
Arizona California Colorado Oklahoma Texas harkinstheatres.com m
Harkins Theatres is the largest family-owned theatre circuit in the country. Based in Scottsdale, Arizona, Harkins has been presenting high-quality entertainment since 1933. Moviegoers can enjoy the latest blockbuster and independent films in 31 current locations across five Southwest states. Harkins features Stadium Style Rocking Love Seats, IMAX and Cine Capri auditoriums and customer Loyalty Program that provide patrons with the Ultimate Moviegoing experience. For more information and theatre locations, visit www.harkinstheatres.com
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Harkins Theatres
Arizona California Colorado Oklahoma Texas harkinstheatres.com m
Audio News Release
Contact: Caitlin Bohrer Harkins Theatres Public Relations Director 7511 E. McDonald Drive [email protected] Scottsdale, AZ 85250 (480)-627-7777
Former NFL star to unveil film with public Q&A session
Length: 60 seconds Run time: August 21- 28
ANNOUNCER: Former N-F-L star Simeon Rice transitions from
the football field
SFX: Sounds from field at a football game (PLAY 2 SECONDS THEN FADE OUT)
ANNOUNCER: To the production studio
SOT: “And action” (TRACK 1) (2 SECONDS)
ANNOUNCER: With his first feature-length film, Unsullied. To help
him celebrate, Harkins Theatres will host a Q-&-A
session with the Super Bowl champion and
former Cardinals’ defensive end.
“Hi, this is Simeon Rice. Join me at 9 p.m. this VO: (TRACK 2 Simeon Rice sound bite) (15 SECONDS) Friday, August 28, at Harkins Tempe Marketplace as I release Unsullied and answer questions about my new journey as a filmmaker. Writing and directing this movie was a challenging but rewarding experience that I want to share with people.” 29 -more-
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SOT: START background music from movie trailer Play (TRACK 3) under movie description (11 SECONDS)
ANNOUNCER: Unsullied, is a psychological thriller that follows a
track star as she races through the Florida
backwoods to escape her kidnappers. It is the
ultimate game of cat-and-mouse. The hunt is on.
FADE OUT background music
ANNOUNCER: Unsullied hits select theatres nationwide August
28. It is rated R.
ANNOUNCER: Harkins Tempe Marketplace is located off of the Loop 101 and Rio Salado Parkway in Tempe. For more information and show times, visit Harkins Theatres dot com.
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Harkins Theatres 30 Arizona California Colorado Oklahoma Texas harkinstheatres.com Media Advisory
To: 12 News Attn: Doug Meehan Media Advisory 200 East Van Buren Phoenix, AZ 85004 Harkins Celebrates Highly Anticipated New Star Wars film with
All-Day Series Marathon **Opportunity for live-shots with Star Wars characters and interview with Harkins CEO and owner Dan Harkins
WHAT: Harkins Theatres Star Wars Marathon Event
WHEN: December 17, 2015, 2:30 a.m. to 9:30 p.m.
WHO: Ultimate Star Wars fans get to watch all six episodes of the franchise that concludes at 7:00 p.m. with the premiere of the latest episode: Star Wars: Episode VII – The Force Awakens
WHERE: Event held at two Arizona locations:
Harkins Tempe Marketplace 16 - 2000 E Rio Salado Pkwy #1160, Tempe, AZ 85281 Harkins Superstition Springs 25 - 6950 E Superstition Springs Blvd, Mesa, AZ 85209
DETAILS: Trilogy Marathon: 2:30 a.m. Star Wars: Episode I - The Phantom Menace 5:15 a.m. Star Wars: Episode II - Attack of the Clones 8:10 a.m. Star Wars: Episode III - Revenge of the Sith 11:00 a.m. Star Wars: Episode IV - A New Hope 1:30 p.m. Star Wars: Episode V - The Empire Strikes Back 4:10 p.m. Star Wars: Episode VI - Return of the Jedi
Premiere: 7:00 p.m. Star Wars: Episode VII – The Force Awakens
CONTACT: Caitlin Bohrer – Harkins Theatres Public Relations Director
(480)-627-7777 [email protected] 7511 E McDonald Drive, Scottsdale, AZ 85250
Harkins Theatres is the largest family-owned theatre circuit in the country. Based in Scottsdale, Arizona, Harkins has been presenting high-quality entertainment since 1933. Moviegoers can enjoy the latest blockbuster and independent films in 31 current locations across five Southwest states. Harkins features Stadium Style Rocking Love Seats, IMAX and Cine Capri auditoriums and a customer Loyalty Program that provide patrons with the Ultimate Moviegoing experience. For more information and theatre locations, visit www.harkinstheatres.com 32
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Harkins Theatres 38 Arizona California Colorado Oklahoma Texas harkinstheatres.com Media Messaging
TV Media Messaging Strategy
Date: December 17, 2015
Topic: Star Wars Movie Marathon
TV Station: 12 News – EVB Live
Interview with: Dan Harkins, CEO and owner
Location: Interview either at Harkins Tempe Marketplace 16 - 2000 E Rio Salado Pkwy #1160, Tempe, AZ 85281 OR Harkins Superstition Springs 25 - 6950 E Superstition Springs Blvd, Mesa, AZ 85209
EVB Live Description: Anything but traditional, EVB Live's ensemble cast, including Doug Meehan and Caribe Devine, provides viewers with a fresh look at news that makes a difference in their lives, protects their families, and saves them money. "EVB Live" airs weekdays from 4 - 5 p.m. from 12 News' state-of-the-art street-side studio at 200 East Van Buren and offers Arizona viewers comprehensive coverage on all of 12 News' platforms: online, social media and over the air. The 60-minute show features trending topics, enhanced social interaction, a conversational style of roundtable discussions, extensive live community focus and things to do around the Valley.
Interview objectives: Promote Star Wars Movie Marathon at one of the participating Arizona Harkins Theatres locations
Highlight day-long (2:30 a.m. – 7 p.m.) showings of all movies in Star Wars franchise
Highlight premier of the highly anticipated new movie Star Wars: The Force Awakens
Go over facts and impact of Star Wars franchise throughout the years 34 -more-
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Include shots of Stars Wars characters provided by Harkins Theatres
Show commemorative Harkins Ultimate Star Wars Marathon lanyard and badge that participants of the movie marathon received
Include brief interview of movie marathon participant(s) if possible dressed in Star Wars costumes
Key Messages/Talking Points:
Star Wars Movie Marathon Harkins Theatres is providing two locations for the Star Wars Movie Marathon event. One at Harkins Tempe Marketplace in Tempe and the other at Harkins Superstition Springs in Mesa.
The movie marathon started at 2:30 a.m. Thursday morning with Star Wars Episode I: The Phantom Menace. The subsequent movies played approximately every three hours with about 30 minute breaks in between for participants.
For $45, marathon goers received the following: admission to all six previously released Star Wars films and the premiere of Star Wars: The Force Awakens in 3D, a 2016 Harkins Loyalty Cup with two FREE refills and two FREE small popcorns to enjoy during the marathon, and a commemorative Harkins Ultimate Star Wars Marathon lanyard and badge.
Premiere of new Star Wars film Star Wars: The Force Awakens will be premiering at 23 Harkins locations across Arizona in IMAX 3D, 3D and digital starting at 7 p.m. tonight (Thursday Dec. 17). Check harkinstheatres.com for locations and additional times.
Star Wars Fast Facts Star Wars franchise has made over $4 billion over the last 40 years in just box office revenue alone worldwide.
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The highest grossing film of the franchise to date is Star Wars Episode 1: The Phantom Menace, which premiered in 1999, earned just over $1 billion worldwide.
Analysts are suspecting that Star Wars: The Force Awakens will gross from $1.75 billion all the way up to $3 billion globally, and could potentially surpass Avatar ($2.7 billion) for the highest- grossing film of all time.
Harkins Theatres Key Messaging The Star Wars franchise has been one of the leaders in cinema innovation. From the creative storyline and characters, to the advancing technology, sound effects and recognizable music, the franchise is a timeless classic. One of the reasons it has done extremely well over the last four decades is because it appeals to such a massive audience. You can have two or even three generations of the same family coming to see the new film together. You have children that grew up when the prequels (episodes I through III) came out, and then you also have the parents and grandparents that started watching the originals (episodes IV through VI) in the 70s and 80s. But the generations have come together to love the franchise all the same. As the largest family-owned theatre in the country as well as 2014’s Best Movie Theatre and Entertainment Value in Arizona, Harkins Theatres is happy to be the host to this ultimate family event with the premiere of Star Wars: The Force Awakens.
Possible Questions for Dan Harkins:
1.) Have you seen the new Star Wars movie? And if so, what did you think?
I have seen Star Wars: The Force Awakens and fans are in for the ultimate treat! The movie is the perfect combination of action, suspense and a few surprises people probably won’t see coming. Fans won’t be disappointed.
2.) What is the premise of the Star Wars: The Force Awakens?
Not a lot of information has been previously released regarding the plot, and the trailers didn’t give a whole lot away, but the new movie is set 30 years after Star Wars: Episode VI Return of the Jedi (1983). While the galaxy is still at war after the Rebel Alliance’s victory over the second Death Star, newcomers Finn and Rey will join forces with familiar faces like Han Solo and Princess Leia to battle Kylo Ren and the First Order. 36 -more-
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3.) Can you give us any insight as to why Mark Hamill’s character, Luke Skywalker, isn’t on the movie’s poster and hasn’t appeared in any of the trailers? Some fans are worried that he won’t make an appearance in the movie.
Director JJ Abrams and the cast have been very quite about what role Luke Skywalker may play in this movie. Abrams has said in interviews that leaving Skywalker out of the posters and trailers is no accident. All I will say is that Mark Hamill ‘s name is part of the credits so you will see him in the movie but he might not be playing the role people expect.
4.) About how many people is Harkins expecting to attend its theatres for the premiere of Star Wars: The Force Awakens this weekend?
With 31 current locations across five Southwest states, it is really hard to tell how many people are going to come see the new movie, but it’s going to be a huge event for sure! With the possibility of the new Star Wars movie being one of the highest grossing films of all time, Harkins staff members are preparing for a massive opening weekend at all of our facilities. That means lots of extra popcorn and candy!
5.) Do you have any tips for families who are planning on going to Harkins Theatres this weekend?
For families, we have earlier morning and matinee showings that may be more suitable for families with children. Select Harkins locations also have daycare services at our PlayCenters that provide parents with an affordable option for their kids to play and watch movies of their own. Moviegoers can go online to harkinstheatres.com to buy their tickets in advanced but people should still anticipate long lines and should arrive extra early to get seats.
Closing Statement: We are just as excited as the fans are for The Star Wars Movie Marathon and the premiere of Star Wars: The Force Awakens, but we ask people to be patient with our staff as there will be a high influx of moviegoers this weekend. Harkins Theatres aims to deliver the ultimate movie-going experience in an entertaining but enjoyable environment. This is a very exciting weekend for Harkins Theatres and the film industry and we hope to see you at the movies! 37
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Harkins Theatres 37 Arizona California Colorado Oklahoma Texas harkinstheatres.com Feature Story
Contact: Caitlin Bohrer Public Relations Director [email protected] (480)-627-7777
Dan Harkins: Living the Life of the Ultimate Showman
(SCOTTSDALE, Ariz., Oct. 15) --- A man in a suit working in a movie theatre is nothing out of the ordinary. But a man in a suit with a recognizable bushy moustache, glasses, and outgoing personality who not only owns a movie theatre but also was conceived and grew up in one is unique story. The later describes Dan Harkins.
As CEO and owner of Harkins Theatres, Dan has built a name for himself in the entertainment industry.
Besides running the largest family-owned theatre circuit in the country, Dan has exemplified through being named the Ernst and Young Entrepreneur of the Year and three- time showman of the year, for example, that he was made for this business. Well perhaps he was – a story that Dan Harkins, CEO and owner of Harkins Theatres, was born the ultimate seems to be told right from a Hollywood movie itself. showman.
As the son of Dwight “Red” Harkins, the theatre chain’s founder, Dan was born with show business in his blood. When Dan was born, his parents lived in an apartment behind the projection booth at what is now Harkins Valley Art Theatre in Tempe, Arizona. While his family eventually moved into a home in Scottsdale, Valley Art, then The College Theatre, was 39
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where Dan spent much of his childhood learning the ins and outs of running a theatre from his parents, especially his father.
At age 15, Dan started working at the theatres his dad built, doing everything from janitorial work to projectionist duties. Dan shadowed and accompanied his father soaking up all the sights and sounds required to run an entertainment business.
“I remember how hard my father worked at achieving his goal in life, which was to bring happiness to the most people,” Dan said “My father taught me the meaning of showmanship.” 1
From Student to Business Leader
Little did Dan know that what he had learned from his father would be put to use so quickly. In 1974, Dan, the general manager of the theatre chain and pre-law student at
Arizona State University, left school to take over the family business after the death of his father.
With over 440 screens in 31 current locations across five states today, it would be almost unfathomable for Dan to think of that kind of success when he first took over the business at the young age of 21.
“For about an eight year period between 1974 and 1982 my accountant told me that I was the textbook definition of being bankrupt,” admitted Dan.2
Instead of closing production for operating under budget, Dan kept the spirit of his dad alive and commenced on a decades-long journey of buying theatres and transforming them into Harkins-grade facilities.
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“I wasn’t as smart as (my dad),’’ Dan said simply. ‘‘There was a feeling of a sense of destiny, and I was naive enough to think I had a good grasp on how to run the company. I didn’t, but I learned quickly. I loved my father so much, I wanted his dreams to come true, to keep him alive through the business.’’3
Dan didn’t disappoint his father. While he faced adversity and hardships, he was able to keep the family business alive and then some.
After Dan took over the family business in 1974, some major movie studios restricted him from showing newly released movies and Harkins had to learn to keep business afloat through showing independent and foreign films.
Not backing down from a challenge, in 1989, Dan filed an antitrust lawsuit against the studios. The suit was settled out of court, which allowed him to start showing new films straight out of Hollywood. But Dan didn’t stop there. He continued to improve and expand his business. From upgraded modern amenities like digital sound systems, plush rocking seats, neon lobbies and gourmet snack bars, Dan Harkins was the man behind the screens, orchestrating what is known today as Harkins’ “Ultimate Moviegoing.”
The reissued edition of Walt Disney’s classic “Fantasia” in 1982 was another turning points for Harkins Theatres. “Fantasia,” Dan’s favorite movie, played at Camelview and “drew more people than any other market except New York and Los Angeles.”4
“It was May of 1982 that I felt like I could really cash my pay check and eat something other than popcorn for dinner,” Dan said.4
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A Showman’s Drive and Passion
What keeps Dan striving for success is the constant sense of achievement that he gets from providing entertainment to people.
“Wanting that achievement, it’s almost an addictive emotion because when I build a new movie theatre and I am able to entertain over a million people in that one theatre, not to mention over 26 million people in my whole theatre chain, it gives me a sense of achievement.”4
Dan explains that he is never just satisfied with the ordinary. As an innovator, he is always looking to grow, expand and make each theatre better than the last.
“We are constantly striving, thriving for a new concept, a new theatre – whatever is most innovative and whatever is best to present the ultimate movie-going experience,” he said. 4
While moving pictures may be Dan’s specialty today, he says that he also has a passion for still photography and has ever since he was a teenager. In high school, he was a photographer for his school’s newspaper and yearbook. Harkins even covered a Led
Zeppelin concert for the teen page of the Arizona Republic.
“I love photography and if you would have asked me in high school where I was going to go to college I would have said the Brooks Institute and become a professional photographer,” Dan said.4
A Lasting Legacy
"Dan has movies in his DNA," said Harkins President Mike Bowers.6
It is evident through his 41 years of running Harkins Theatres that Dan is committed to 42
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entertainment, motion pictures and his business. At the grand opening of every new theatre,
Dan, his wife Rita and their two children, James and Danielle, have a handprint dedication ceremony similar to Grauman’s Chinese Theatre in Hollywood. Dan then proceeds to purchase the very first ticket. He has literally made an everlasting impression that shows his showmanship, love and, of course, dedication to Harkins Theatres.
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Cited Sources
1 Southwest success story: Harkins Theatres marks 80 years of achievement. (2013, April 12). Retrieved October 15, 2015, from http://www.filmjournal.com/content/southwest-success-story-harkins-theatres- marks-80-years-achievement 2 Maher Palenque, S. (2009, February 15). Harkins – an Industry Innovator. Retrieved October 15, 2015, from http://imagesaz.com/blogs/viewBlog/31/harkins--an- industry-innovator#sthash.LhwZxggQ.dpuf 3 Burgess, M. (2003, September 7). 70 Years of Harkins. Retrieved October 11, 2015, from http://www.eastvalleytribune.com/article_0c7ac448-9b5f-5731-83e4- d5ab7eb03337.html 4 Gallen, T. (2014, May 2). Life in pictures: Dan Harkins has lived in movies, but captured life in stills (Video). Retrieved October 11, 2015, from http://www.bizjournals.com/phoenix/print-edition/2014/05/02/life-in-pictures-dan- harkins-has-lived-in-movies.html
5 Corbett, P. (2010, September 9). Harkins theater chain ranks as nation's 10th largest. Retrieved October 13, 2015, from http://www.azcentral.com/news/articles/20100909sr- harkins0910.html#ixzz3of7ytiox * Photo from page 1: Seibert, Dave. (2010, September 9) Dan Harkins [digital image]. Retrieved from http://archive.azcentral.com/arizonarepublic/business/articles/20100909biz- harkins0909.html
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Harkins Theatres 44 2 Arizona California Colorado Oklahoma Texas harkinstheatres.com Speech
SPEECH: Inspiring a New Generation of Entrepreneurs and Inventors
Dan Harkins
November 10, 2015
Good afternoon. For those of you who don’t know me, my name is Dan Harkins,
owner and CEO of Harkins Theatres, the largest family-owned theatre circuit in the
country. I would just like to start off by thanking the distinguished staff and faculty
members of Arizona State University for the honor in being here with you today.
When President Michael Crow asked me if I was available to give the keynote speech
this afternoon, I knew that I couldn’t pass up on this opportunity - not only to present
this donation on behalf of Harkins Theatres but to also interact with the very university
that inspires greatness into our next generation of innovators and entrepreneurs.
ASU and the city of Tempe have played an integral part of my life in more ways than
you may realize. Fun fact: I actually studied pre-law at ASU back in the day, way
before all of the students here today were even born. I never did have the chance to
finish my degree after taking over the family business when my father, Red Harkins,
passed away in 1974. But the experiences I did have, and the things I learned at ASU
helped to shape me into the person I am today. 46
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But even before I attended Arizona State University, I actually spend a good amount
of my childhood years on Mill Avenue. Not at the restaurants, bars and shops
students on the ASU campus spend their time hanging out at today but rather at
Harkins Valley Art. This is where I grew up as a young boy learning the ins-and-outs
of the movie theatre business from my parents.
I was actually conceived in a small apartment behind the projection booth at Valley
Art. Because I’m sure you all were dying to know that private but interesting tidbit of
my life.
But the real reason I am here today is to honor the work, dedication and passion of
President Michael Crow and all the faculty and staff who have transformed ASU into
the New American University. It is inspiring to know that there is a university right here
in the state of Arizona that is truly committed to excellence, access and impact in
everything it does.
Eight design aspirations guide ASU’s ongoing evolution as a New American
University. While all of these design aspirations are key in the university’s success,
there are two that really stand out to me and align well with the mission of Harkins
Theatres: Value Entrepreneurship and Be Socially Embedded.
Named “one of the most innovative among up-and-coming schools,” by U.S. News 47 and World Report, as many of you know, ASU uses its resources and knowledge as a
Harkins Theatres 47 2 Arizona California Colorado Oklahoma Texas harkinstheatres.com
university to encourage innovation and entrepreneurship amongst its students and
teachers.
Harkins Theatres values entrepreneurship as well. The theatre chain began when a
young 18-year-old from Cincinnati, Ohio opened his own movie house in Tempe,
during the height of the Depression in 1933. This entrepreneur and innovator was
none other than my father, Red Harkins. And at age 25, he built his dream movie
house, the College Theatre, also known today as Valley Art. With new innovations like
glow-in-the-dark carpeting, headphones for the hearing impaired and electronic
drinking fountains, Red set a new standard for theatres. And just like ASU continues to
adapt and change its model for success, Harkins continues to employ a tradition of
using the latest technology in its theatres.
As ASU connects with communities through mutually beneficial partnerships in its
design aspiration to “Be Socially Embedded,” in the community since 1933, Harkins
Theatres has been dedicated to helping others and giving back to charitable
organizations across Arizona. Harkins Theatres has been a major sponsor of
organizations such as Phoenix Children’s Hospital, the Big Brothers & Sisters program
and the Valley Library Teen Reading Program. These partnerships allow Harkins and
community groups to form unique alliances that make a positive impact.
I have had the pleasure to witness some of these principles of the New American
University in action. Over the last several years, I visited and spoke with students and 48 faculty members of The Film and Media Studies Program, as well as with the School
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of Theatre and Film in the Herberger College at ASU. While I was the one presenting
on topics such as the state of movie going in today’s society and building a successful
family business, it were the students who thoroughly impressed me with the work and
innovative projects that were producing. I think I even learned a thing or two from
talking with the students as well as the very distinguished professors and faculty.
The great Nelson Mandela once said, “Education is the most powerful weapon which
you can use to change the world.”
I believe that Arizona State University has the right tools in its arsenal to make an
impact, fuel success, and inspire greatness. So it is my utmost pleasure to present a
donation of $100,000 on behalf of Harkins Theatres to Arizona State University. May
your New American University vision for excellence in higher education continue to
cultivate the innovators, entrepreneurs and leaders that will help change our world.
Thank you.
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Harkins Theatres 49 2 Arizona California Colorado Oklahoma Texas harkinstheatres.com Public Service Announcement
IT CAN W8
Don’t TXT & Drive Text messaging makes a crash 23X more likely
In partnership with 51 Brochure
Harkins Theatres is the largest family-owned theatre circuit in the country. Based in Scottsdale, Arizona, Harkins has been presenting high-quality entertainment since 1933. Moviegoers can enjoy the latest blockbuster and independent films in 31 current locations across five Southwest states.
Auditorium Rental Contact Info:
(480)-627-7777 [email protected] The Ultimate
Business Development Department GAMING Attn: Events 7511 E. McDonald Dr. Experience Scottsdale, AZ 85250
53
Video gaming taken to the next level…
Rent an auditorium at Harkins Theatres for the Ultimate GAMING Experience! BIGGER screens, BETTER sound! The gaming package includes a private 100- seat auditorium, the use of a PlayStation 4 or Xbox One console, two wireless controllers Bring your own GAMES and a variety of games and fun! or chose from our Ultimate Perfect for: PS4 and Xbox One Birthday Parties Collection Team Building Tournaments Or the Ultimate Gamer! Madden NFL 16 (PS4 & Xbox One) Gaming is available Monday -Thursday FIFA 15 (PS4 & Xbox One) starting at $100 for the first hour. Each NBA 2K 15 (PS4 & Xbox One) additional hour is $75. Available also on the Halo: The Master Chief Collection (Xbox One) weekends before 12 p.m. (some restrictions Lego Marvel Superheroes (PS4) apply). Drive Club (PS4) Call of Duty: Advanced Warfare (PS4 & Xbox For a list of participating theatres and to fill out One) a gaming request form, visit And more! www.harkinstheatres.com.
54 Website Analysis
Website Analysis: Harkins Theatres
A company’s website and social media presence is vital to maintaining a brand’s image. Harkins Theatres’ currently utilizes Facebook, Twitter, Instagram and YouTube accounts, along with their website, to inform and engage with their audience and to further build their brand.
Homepage Harkins Theatres’ homepage has a fairly decent setup and design. The website uses consistent colors of black and red that go with the branding of the company. The home page is not very long and doesn’t require any additional scrolling besides what is seen in the picture to the left.
The main focus of the home page is the middle portion that provides three sections: coming soon, spotlight and art & independent movie posters/visuals. Each section allows viewers to click through to see the movies corresponding to each category. Harkins Theatres Homepage
While this was a good attempt to provide a more interactive setting for viewers, each section of movies should automatically scroll horizontally across the page, moving from one section to the next instead of the viewers clicking through to see each movie. This would allow for more exposure to Click-thru movie menu on homepage all the movies in the scroll bar.
Currently, the movies “Opening this Week” section is a drop-down list on the top of the page, but it should instead be utilized in a more visually-appealing way on the homepage like with automatic scrolling pictures of the movie posters in the middle of the page like mentioned above. For an added effect, when people move their mouse over the movie poster, a short description of the movie, along with its rating, could 56 appear layered over the photo.
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While the homepage does include social media icons to the respecting accounts, they are put at the bottom of the page where they ultimately get lost. They would be better suited and visible at the top of the page by the Harkins Theatres logo.
Page Content The rest of the website is broken down into eight other tabs: Search by Theatre, Movies, Only at Harkins, Harkins Store, Private Events, Corporate Sales, Showbiz Jobs and About Harkins. Each tab has a dropdown menu broken down into further sections. For the most part, the navigation through each section is pretty self-explanatory and provides overall sufficient information that corresponds to the appropriate sections. The “Search by Theatre” tab that drops down to show all of the locations is helpful and easy to use. It also saves visitors an extra click of having to go to a full page listing of all of the locations.
The pages provide an overall adequate and detailed amount of information where needed like fact sheets for auditorium rentals and other private events, for example. Unfortunately, the overall layout of the pages is outdated and not very visual. For a company that provides entertainment, their website should be improved to engage more with visitors of the website. Visuals should be more prominent and content should be interactive with more videos or movie trailers that are notably displayed throughout the site, for example.
Layout and navigation issues With a very basic layout, the pages lack quality formatting. The website is designed where some pages’ content is on the left of the page and the photos are all aligned on the right. Because of this, certain pages contain trapped white space, or grey in the case of this website. In the example to the left, the Birthday Parties page has a big blank rectangle that should either be filled with info or reformatted with horizontal photos.
The “Now Showing” section under the Movies tab should also be arranged by release date instead of by alphabetical order. So for users who come to that page, they know which films came out that week or in previous weeks. Alternatively, they could keep the alphabetical order but put a “spotlight” or featured section for new Example of trapped white space releases at the top, similar to the home page.
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Harkins Theatres 57 Arizona California Colorado Oklahoma Texas harkinstheatres.com
Social Media evaluation
Facebook Twitter Instagram YouTube Joined: 2009 Joined: March 2009 Joined: 2012 Joined: March 4, 2009 Page Likes: 321, 969 Tweets: 5,227 Posts: 142 Subscribers: 267 Following: 682 Followers: 5,542 Views: 107,891 Followers: 8,157 Following: 17 *As of October 22, 2015
Pros Out of all of Harkins Theatres social media accounts, Facebook receives the most engagement, likes and comments. Harkins does a good job of posting to Facebook and tweeting on Twitter usually a few times a day. The Facebook page has a good variety of pictures and promotion posts for newly released movies. Facebook also is their main source for promoting contests or prize giveaways that usually garners a few hundred likes. Because social media has become a place where more people express their questions and concerns, Harkins responds to these Twitter or Facebook comments in a rather timely manner. If the question or concern can’t be fully addressed on social media, Harkins directs people to email their guest services email address to resolve the issue. One component that is valuable to the Instagram page is the variety of photos showing Harkins moviegoers dressed in costumes at movie events and premiers. This displays a more authentic and personal feel that Promotional giveaway on Facebook demonstrates Harkins is interested and invested in their stakeholders. Cons While Harkins consistently posts on Facebook, there is no consistency in the quality and creativity of the content. Like mentioned in the evaluation of the website, Harkins Theatres is in the entertainment industry. They should take advantage of the vast amount of people who attend their theatres every year by building a stronger social media presence. While Harkins regularly tweets, there isn’t as much engagement as seen by the low amounts of favorites and retweets the account receives. It is also evident that Harkins spends more time posting on Facebook and Twitter as seen by the fairly low number of posts on Instagram especially since the account has been active for over 58 three years. That is unfortunate because as a company whose main feature is showing movies, Instagram could be a great complement to show more photos and short video clips.
Harkins Theatres 58 Arizona California Colorado Oklahoma Texas harkinstheatres.com
Improvements Both Facebook and Twitter could do a better job of promoting the Behind the Screens videos, which are Harkins- produced Youtube videos that interview cast members of upcoming movies. The captions and text that go with the post or Tweet promoting these interviews need to be more eye- catching. For example, the post or tweet could quote the actor or actress from the interview, include a catchphrase from one of the characters, or even cite a fun fact about the movie to better prompt people to click or engage with Harkins on social media. Because videos are becoming very powerful on Facebook, Harkins should include more trailers for more upcoming movies, instead of just the most popular films. All the social media accounts could utilize #MovieMondays and spotlight a few movies in particular by showing a trailer or short meme from the movie. This could serve as a weekly reminder Example of Behind the Screens post on Facebook for people of what movies are available to watch. Also to create more engagement on Twitter, Harkins could host a monthly Q&A session with an actor or actress of a newly released or upcoming film. Not only could this build up Harkins’ presence on Twitter, it could also serve as a promotional tool to possibly bring in more business to their theatres.
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Harkins Theatres 59 Arizona California Colorado Oklahoma Texas harkinstheatres.com Crisis Strategy PowerPoint
11/28/15
Risk and Crisis Management Strategies
Presentation by: Caitlin Bohrer PR Director, Harkins Theatres
Potential Crises situations for Harkins Theatres
1 11/28/15
Crisis impact
Probability
Human Impact
Property Impact
Business Impact
Internal Resources Total
External Resources score 17
0 1 2 3 4 5 6
5- high probability/impact 1- low probability/impact 5- weak resources 1- strong resources
Alert authorities
Contain situation
Provide aid to victims and their families
Relay messaging to employees, stakeholders and media
2 11/28/15
Crisis Impact
Probability Human Impact Property Impact Business Impact Internal Resources Total External Resources score 14
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5
5- high probability/impact 1- low probability/impact 5- weak resources 1- strong resources
Contact local utilities company to report outage
Alert key personnel to specific responsibilities and check for potential safety risks
Relay situation to customers in theatres and stakeholders
Access the facility for potential damage
3 11/28/15
• Not regularly washing hands
• Not controlling conditions that promote pests
• Not maintaining clean food preparation surfaces
Crisis Impact
Probability
Human Impact
Property Impact
Business Impact
Internal Resources Total External Resources score 14
0 1 2 3 4 5 5- high probability/impact 1- low probability/impact 5- weak resources 1- strong resources
Fix the problem
Chose a spokesperson to speak with employees and media
Respond immediately and apologize
Reinforce original brand concept and marketing plan
Lean from mistakes
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Resume
Education ARIZONA STATE UNIVERSITY Caitlin Bohrer Graduating in May 2017 Communications Specialist - PHOENIX
JOURNALISM AND MASS COMMUNICATION (B.A.) Professional Experience Walter Cronkite School of PUBLIC RELATIONS INTERN / NOVEMBER 2016 - PRESENT Journalism and Mass LaneTerralever – Phoenix Communication Integrated marketing and PR agency
• Secure TV segments for RA Sushi in the Phoenix DMA, which serves BUSINESS MINOR & over 1.8 million households SALES AND MARKETING • Assist in SEO content and keyword research for Recovery Village ESSENTIALS CERTIFICATE W.P. Carey School of Business PUBLIC RELATIONS INTERN / JUNE - OCTOBER 2016 Cramer-Krasselt – Phoenix Leadership Integrated agency with national affiliations • Provided PR, media pitching and strategic expertise for accounts
DIRECTOR OF MARKETING such as RA Sushi, nationwide restaurant chain Public Relations Student Society • Assisted in managing relationships between media vendors/clients of America (ASU) • Created/executed grassroots campaign that raised over $5,000 (40,000 water bottles) for Central Arizona Shelter Services ADVISORY COMMITTEE MEMBER SOCIAL MEDIA INTERN / FEBRUARY– MAY 2016 TruWest Credit Union Govig & Associates– Scottsdale, AZ Executive Recruiting Firm AwardsTruWest Credit Union • Developed the Govig brand by creating and managing social media
• PR News 2016 Student of the Year platforms (Facebook, Twitter, LinkedIn and Instagram) • 2017 Aspire Award Recipient • Increased website traffic from social media by 25% in one month
s PUBLIC RELATIONS INTERN / SEPTEMBER– DECEMBER 2015 Volunteer Banner Health – Phoenix MEDIA OPERATIONS Largest NGO in Arizona Assisted LDWW Group at the • Wrote content for internal website that serves nearly 40,000 2016 College Football Playoff employees and for the Banner blog (220,000 monthly views)
National Championship campus • Created brand awareness by pitching stories to media, strategically drafting and distributing press releases, and assisting in the execution of
press conferences Skills
• Hootsuite Platform MARKETING INTERN / JUNE - JULY 2015 Certification CHI St. Alexius Health – Bismarck, ND • Google Analytics Certification Acute care hospital with national affiliation • Adobe Design Suite • Contributed articles to quarterly publication and produced and edited • AP Style website video and content • Cision • Implemented marketing plans, social media content and brochures
Volunteer Contact DIGITAL NEWS INTERN / FEBRUARY - MAY 2015 Arizona School Boards Association - Phoenix [email protected] State-wide educational trade association • Wrote, edited and updated content and data graphics for AZEdNews (602)-909-2158 website and implemented social media strategies
caitlinbohrer.com SUPER BOWL CENTRAL MEDIA OPERATIONS ASSOCIATE / JANUARY 2015 Brener Zwikel & Associates – Los Angeles @Caitlin_B_13 National public relations firm • Helped coordinate and execute TV segments for media outlets at /Caitlinebohrer Arizona Super Bowl Central in downtown Phoenix