Houston Cinema Arts Society Case Study
In 2014 OtMC completed its fifth year working with the non-profit Houston Cinema Arts Society and the organization’s signature annual event Houston Cinema Arts Festival (HCAF) – the only U.S. festival devoted to films by and about visual, performing and literary artists. The agency has helped the festival grow from its fledgling roots into a 5-day festival celebrating the vitality and diversity of the arts in Houston while enriching the city’s film community – attracting top filmmaking talent and more than 10,000 spectators to its annual programming every November.
In its short 7-year history, HCAF has featured A-list headliners including Robert Redford, Isabella Rossellini, John Turturro, Shirley MacLaine, Ethan Hawke, Luke and Andrew Wilson, Richard Linklater, Will Forte, Thomas Haden Church, Debbie Allen, Julie Taymor and James Ivory. OtMC has helped place HCAF firmly on the radar of local, regional, national and international media from Univision, ITV Shanghai and The New York Times to Southern Living, Texas Monthly, and Southwest Spirit magazines in addition to multiple section covers of the Houston Chronicle and consistent across-the-board coverage of the festival and its multilayered programming.
Last year OtMC also worked with Houston Cinema Arts Society on beefing up its Social Media presence – conceptualizing and executing a street photography contest on Instagram dubbed #HCAFstreet that quickly went viral, drawing more than 1,600 entries in 12 days and generating a wave of publicity, including media sponsorship for public voting on CultureMap. The agency has also worked in creating long term alliances with some of Houston’s biggest influencers from Houston Texans and Dynamo players to hip hop star Bun B, who now sits on the organization’s Board of Directors.
Last year media placements featuring Houston Cinema Arts Festival netted over 155 million impressions totaling $1.5 million in ad value and $4.5 million in publicity value.