Gorilla Cinema, the masterminds behind The Overlook Lodge, The Video Archive and Pop Art Con (its newest concept), have launched a possibly radical new marketing plan: abandoning the over-crowded newsfeeds of Facebook.
“It’s a process and evolution for how we use Facebook,” says Jacob Trevino, owner. “We’re moving away from regular posts toward more video marketing about the experiences we provide. We still want people to be actively engaged with the brand, we just don’t want to be the only ones shouting.”
Facebook users won’t see an abrupt departure but more of a gradual exit over the next year and a half. Meanwhile, Gorilla Cinema will ramp up its events and emphasize its uniqueness through other outlets.
“Life is hard, and we want to give people an escape from the every day — where the world can come to you,” Trevino says. “We want to create more experiences outside of our bars. Experiences that everyone wants to talk about because they surprise our audiences.”
For Trevino, it’s also about creating an expectation of excellence and an engaged staff. “We don’t hire ‘just’ bartenders. We look for creatives and forward thinkers who make people feel welcome and create amazing experiences, but who can also make picture-perfect drinks.”
Gorilla Cinema has several big announcements planned for the coming months, including more details on its largest cinema event to-date, which is scheduled for Aug. 2 at Washington Park, as well as more movie pop-ups and the 2018 Pop Art Con.
So if there will be fewer posts on Facebook, how will you know when there's an event?
“If people really want to be the first to know, they should visit the bars since we make announcements there first, plus the bartenders often let something slip early,” Trevino says. “We’re focusing our social media efforts on Instagram, but look for new videos on our website and Facebook too.”
For Trevino, movies are something that can bring people together to share common experiences. He's built his bars around cinematic concepts and creating a sense of community.
“We want to take people on a new adventure and get people into exploring new places,” he says. "But we also want our bars to be for the people who already live in the neighborhood. We try to be active in the community because it’s important that the neighbors and other businesses know and love us first.”
As Gorilla Cinema ramps up its new marketing efforts, Cincinnatians can expect to see more events and experiences outside of Pleasant Ridge and Walnut Hills (where The Overlook and The Video Archive are), as Trevino and his team bring their love of cinema magic to larger audiences.