Corporate vs. Commercial

Regal Entertainment Group uses a two-fold media relations strategy. As to which aspect is approached as the top priority, I can’t be sure. The corporate side of the company is based around keeping a clean image in the minds of stockholders. As a publicly traded company, there must always be a concern with how they appear in terms of growth potential and stability. So on the Regal website there are many official statements and investor reports, which provide the appropriate information. This content keeps with standards of a more traditional media strategy.

 

Then there is the opposite side of the coin for the average Joe moviegoer. Easier to find and more direct, the content related to upcoming movies and discounts and promotions is very prevalent throughout the site. An interesting thought may be that Regal thinks investors have more time or patience to go digging through the site to find their content, while the common folk need flashy promos on the homepage to navigate around. I may be way off with that guess but the way the content is displayed is quite different.

 

In addition to the short bursts of information on the site, there is the possibly even more instant media of Facebook and Twitter. As I said in my previous post, their Twitter has more of a customer service presence than their Facebook does. I find that variation in content present on Twitter as more appealing to the varying demographics who potentially view it. But since Facebook has more of an adult presence on it, Regal should consider direct communications with fans through that outlet.

 

Regal Entertainment’s branding proves to be vital in both methods of the company’s media relations. While there are a number of theaters that are small, Regal boasts of a vast number of large cinemas. This example appeals to the average person who would rather experience a movie on a large screen with more seats, as well as the stockholder who sees sustainability and growth in the company.  

 

The methods employed by Regal are a successful conglomerate of new and old media relations techniques. They are not afraid to use Twitter, which states non-controversial opinions of movie news topics as a representation of their company. It may not appeal to a TV news anchor in this format, but the fact that Regal’s crown symbol appears in thousands of people’s Twitter feeds every few hours means that they are reminded of the company. Then when it’s time to go to the movies the brand is right there in your mind. This is especially true for the 18-35 demographic, which is more likely to go to the movies and bring friends along.

 

I think the media strategy could be improved through a more thorough use of Facebook. Also it may be more efficient to provide a space intended only for stockholders. Currently they have to navigate through free popcorn coupons and “Happy Feet” movie promotions. If someone is interested strictly in the business side of Regal this may be inconvenient.