Chicago Film Industry RenaissanceThe Chicago Film Industry is experiencing a renaissance, after 100 years. Patrick McDonald, Chicagowriter, editorial coordinator and film critic stated in an interview "the renaissance started in 1980with blockbuster movies like The Blues Brothers, Ferris Bueller's Day Off, The Color of Money, RiskyBusiness, and Planes, Trains and Automobiles" (McDonald, 2018). Famous film directors started tocome to Chicago to film on-site. John Hughes filmed and directed Sixteen Candles and The BreakfastClub in Chicago ("Filmed in Chicago," 2018). Andrew Davis filmed and directed The Fugitive andChain Reaction. More recently from 2010 to present Brad Peyton directed and filmed Rampage andMichael Bay filmed all five of the Transformer blockbuster movies in Chicago. McDonald (2018)stated that the Chicago filming boom is the result of directors adopting a more authentic look ofusing an on-location filming method versus only on-set filming that dominated Hollywood. Thesecond financial reason for the filming boom is an Illinois Film Service Tax Credit of 30% on allproduction costs within the state of Illinois (Caine, 2018). In 2017, Chicago ranked 5th in the UnitedStates for film and television production. Chicago's film production industry generated $423 millionUSD for the local economy and close to 14,000 jobs in 2017 (Caine, 2018). Since 1980, more than1,100 feature films and television productions have shot in Chicago, contributing $2 billion USD inlocal revenue (Caine, 2018).What is a Film Festival?Film festivals are an important piece to the film ecosystem. They provide a platform for new talent.If a film attracts the attention of a festival curator, an independent director can showcase their workto a new audience ("Film Festivals Matter," 2018). Film festivals also connect audiences to the newor independent filmmaker through experiencing the film and then speaking with the filmmaker orfilm critic after the viewing. The film festival setting allows the audience to share ideas, views, andinterpretations of the film in an open forum with the filmmaker. This direct audience feedback cancreate new marketing avenues for the film with producers and distributors in bringing it to a largeraudience base ("Film Festivals Matter," 2018).International Federation of Film Producers Associations (FIAPF) divides the film festival into fourcategories, namely A, B, C, and D ("International Federation of Film Producers Associations", 2018).The International A, B, C, D film festivals are classified in the following ways:Category A: Competitive feature film festivals (Film festival is dominated by competition but thereare no specific topics). At present, there are 15 International Film Festivals, including the VeniceInternational Film Festival, the Cannes International Film Festival and the Berlin InternationalFilm Festival ("International Federation of Film Producers Associations ", 2018). These three are theworld's major film festivals recognized by the FIAPF. In Asia, there are Shanghai International FilmFestival, Tokyo International Film Festival and India International Film Festival.Category B: Competitive specialized feature film festivals (The festival is dominated by contestantswith specific themes.) There are 24 international B-type film festivals, including the well-knownAsian Pop-Up Cinema Innovation inInternational Film FestivalsThis case considers the challenges that face the curator and executive director of a new internationalfilm festival in Chicago. Sophia Wong-Boccio founded Asian Pop-Up Cinema (APUC) in 2015. It is thenewest international film festival to enter the highly competitive Chicago film festival market. AsianPop-Up Cinema is the program name and SOPHIA'S CHOICE, a not-for-profit cultural organization,presents it. Sophia Wong-Boccio is looking to increase attendance of the millennial target marketaudience, increase investors, secure a Chicago cultural grant, and increase the cultural knowledgeand global competency in Chicago through the high quality of Asian films shown. Asian Pop-UpCinema (APUC) is competing to stay relevant, as technology has permanently changed the filmindustry. The online distribution of movies has shifted the traditional moving going behavior.There is a decline in people leaving their homes to view movies. APUC needs to differentiate itselfin an effort to attract a millennial audience. As an entrepreneur, Sophia Wong-Boccioni is facedwith the marketing challenges of moving her business from a startup phase to a growth anddevelopment phase of the organization's life cycle. She needs to (1) create an integrated marketingcommunication plan (IMC) that attracts the millennial target segment (2) use technology to createawareness and interest in Asian films and (3) develop a plan to gain financial stability throughattracting investors and gaining cultural grants.(You have to answer only questions 1 and 2)In 2015, Sophia Wong-Boccio began her most recent career as curator, founder, executive director,and innovator of Asian Pop-Up Cinema (APUC), a comprehensive Asian film festival in Chicago.Chicago was home to 60 different film festivals but not one that was dedicated to all of Asia. APUCis a focused effort to show a range of films from Asia. Chicago is the ideal geographic market tolaunch this new film festival because of the rich cultural diversity, propensity for innovation andentrepreneurial spirit.Chicago Film History - Innovation and New TechnologyChicago has been a city of innovation and entrepreneurship since the turn of the 20thThe Great Fire of 1871 destroyed 2,100 acres of the city, and 17,000 structures at an estimated$200 million USD in damages ("The great chicago fire of 1871," 2018). But like a phoenix, out ofthe ashes came a new beginning. The devastation to Chicago brought together architects, engineers,and inventors who rebuild a new, modern city. The innovation and ingenuity that created this newcity laid the foundation for a culture in Chicago that welcomed new technology, new ideas and newpossibilities. The city of Chicago was ready for change. The innovations that were introduced andevolved in the City changed Chicago forever but also changed the rest of the world. Questions:1.2.What is the optimal integrated marketing communication (IMC) plan for Asian Pop-UpCinema to increase the audience attendance of millennials?How can social media and technology be used by APUC to cultivate an interest in andunderstanding of Asian cultures through Asian film? Examples might be development of anApp, create online discussion forums (WeChat, Google HangOut), etc.

Question

Chicago Film Industry RenaissanceThe Chicago Film Industry is experiencing a renaissance, after 100 years. Patrick McDonald, Chicagowriter, editorial coordinator and film critic stated in an interview &#34;the renaissance started in 1980with blockbuster movies like The Blues Brothers, Ferris Bueller's Day Off, The Color of Money, RiskyBusiness, and Planes, Trains and Automobiles&#34; (McDonald, 2018). Famous film directors started tocome to Chicago to film on-site. John Hughes filmed and directed Sixteen Candles and The BreakfastClub in Chicago (&#34;Filmed in Chicago,&#34; 2018). Andrew Davis filmed and directed The Fugitive andChain Reaction. More recently from 2010 to present Brad Peyton directed and filmed Rampage andMichael Bay filmed all five of the Transformer blockbuster movies in Chicago. McDonald (2018)stated that the Chicago filming boom is the result of directors adopting a more authentic look ofusing an on-location filming method versus only on-set filming that dominated Hollywood. Thesecond financial reason for the filming boom is an Illinois Film Service Tax Credit of 30% on allproduction costs within the state of Illinois (Caine, 2018). In 2017, Chicago ranked 5th in the UnitedStates for film and television production. Chicago's film production industry generated $423 millionUSD for the local economy and close to 14,000 jobs in 2017 (Caine, 2018). Since 1980, more than1,100 feature films and television productions have shot in Chicago, contributing $2 billion USD inlocal revenue (Caine, 2018).What is a Film Festival?Film festivals are an important piece to the film ecosystem. They provide a platform for new talent.If a film attracts the attention of a festival curator, an independent director can showcase their workto a new audience (&#34;Film Festivals Matter,&#34; 2018). Film festivals also connect audiences to the newor independent filmmaker through experiencing the film and then speaking with the filmmaker orfilm critic after the viewing. The film festival setting allows the audience to share ideas, views, andinterpretations of the film in an open forum with the filmmaker. This direct audience feedback cancreate new marketing avenues for the film with producers and distributors in bringing it to a largeraudience base (&#34;Film Festivals Matter,&#34; 2018).International Federation of Film Producers Associations (FIAPF) divides the film festival into fourcategories, namely A, B, C, and D (&#34;International Federation of Film Producers Associations&#34;, 2018).The International A, B, C, D film festivals are classified in the following ways:Category A: Competitive feature film festivals (Film festival is dominated by competition but thereare no specific topics). At present, there are 15 International Film Festivals, including the VeniceInternational Film Festival, the Cannes International Film Festival and the Berlin InternationalFilm Festival (&#34;International Federation of Film Producers Associations &#34;, 2018). These three are theworld's major film festivals recognized by the FIAPF. In Asia, there are Shanghai International FilmFestival, Tokyo International Film Festival and India International Film Festival.Category B: Competitive specialized feature film festivals (The festival is dominated by contestantswith specific themes.) There are 24 international B-type film festivals, including the well-knownAsian Pop-Up Cinema Innovation inInternational Film FestivalsThis case considers the challenges that face the curator and executive director of a new internationalfilm festival in Chicago. Sophia Wong-Boccio founded Asian Pop-Up Cinema (APUC) in 2015. It is thenewest international film festival to enter the highly competitive Chicago film festival market. AsianPop-Up Cinema is the program name and SOPHIA'S CHOICE, a not-for-profit cultural organization,presents it. Sophia Wong-Boccio is looking to increase attendance of the millennial target marketaudience, increase investors, secure a Chicago cultural grant, and increase the cultural knowledgeand global competency in Chicago through the high quality of Asian films shown. Asian Pop-UpCinema (APUC) is competing to stay relevant, as technology has permanently changed the filmindustry. The online distribution of movies has shifted the traditional moving going behavior.There is a decline in people leaving their homes to view movies. APUC needs to differentiate itselfin an effort to attract a millennial audience. As an entrepreneur, Sophia Wong-Boccioni is facedwith the marketing challenges of moving her business from a startup phase to a growth anddevelopment phase of the organization's life cycle. She needs to (1) create an integrated marketingcommunication plan (IMC) that attracts the millennial target segment (2) use technology to createawareness and interest in Asian films and (3) develop a plan to gain financial stability throughattracting investors and gaining cultural grants.(You have to answer only questions 1 and 2)In 2015, Sophia Wong-Boccio began her most recent career as curator, founder, executive director,and innovator of Asian Pop-Up Cinema (APUC), a comprehensive Asian film festival in Chicago.Chicago was home to 60 different film festivals but not one that was dedicated to all of Asia. APUCis a focused effort to show a range of films from Asia. Chicago is the ideal geographic market tolaunch this new film festival because of the rich cultural diversity, propensity for innovation andentrepreneurial spirit.Chicago Film History - Innovation and New TechnologyChicago has been a city of innovation and entrepreneurship since the turn of the 20thThe Great Fire of 1871 destroyed 2,100 acres of the city, and 17,000 structures at an estimated$200 million USD in damages (&#34;The great chicago fire of 1871,&#34; 2018). But like a phoenix, out ofthe ashes came a new beginning. The devastation to Chicago brought together architects, engineers,and inventors who rebuild a new, modern city. The innovation and ingenuity that created this newcity laid the foundation for a culture in Chicago that welcomed new technology, new ideas and newpossibilities. The city of Chicago was ready for change. The innovations that were introduced andevolved in the City changed Chicago forever but also changed the rest of the world. Questions:1.2.What is the optimal integrated marketing communication (IMC) plan for Asian Pop-UpCinema to increase the audience attendance of millennials?How can social media and technology be used by APUC to cultivate an interest in andunderstanding of Asian cultures through Asian film? Examples might be development of anApp, create online discussion forums (WeChat, Google HangOut), etc.

Accepted Answer

Integrated marketing communication(IMC) is the process of unifying elements of marketing…