SHOWPLACE ICON

In a major boon to Boston’s cinema scene, which had laid dormant for nearly two decades, the trailblazers at Kerasotes opened the first ShowPlace Icon in Massachusetts in 2018, and engaged 44 to run their public relations and events. We told the story of how this was one of the most technologically advanced theatres in the country and the most luxurious theatre in Boston, one that would transform movie-going with everything from laser projection to Dolby Atmos sound to heated recliner seats. Leading into the opening, 44 planned ShowPlace Icon’s opening party and creatively tied it to an Oscars theme with screenings of previous Oscar winners, a photo booth inspired by Oscar nominees, and a cinema-inspired photography exhibit created by the theatre’s neighboring non-profit, Artists for Humanity. Shortly after the opening, 44 kept the theatre’s momentum in the press by creating and unveiling a Chef Popcorn program, making the theatre a year-round destination for outrageous, gourmet popcorn flavors as created by some of Boston’s most celebrated chefs. Our campaign with ShowPlace Icon was so successful that they hired us to manage press for two new locations in California: Silicon Valley and Mountain View. Below, you will find a snapshot of our work with the brand.