Fathom is groundbreaking cinema entertainment that offers a broad range of unique, exclusive, limited-run live or pre-recorded entertainment events to local movie theaters around the country: Comedy, Concerts, Opera, Original Programs, Premieres, Sci-Fi & Horror, Sports and Talk Radio Events. Fathom is a compelling and valuable entertainment experience – high-quality entertainment shown in a convenient, comfortable and cost-effective environment.
New Brand Name
THE WORK AND RESULTS
Cranium Agency worked with National CineMedia to revive one of their subsidiaries.
Cranium initiated a sequence of events with internal and external quality-based market and brand research. After completion of the research, Cranium defined the new brand name “Fathom Events” and brand story. Cranium created a detailed brand document with a new and updated brand position, brand equity, key differentiators, SWOT analysis, competitor analysis, and additional brand elements used to produce a strong brand position. Through this process Cranium strategically redefined the company, defined a new name, created a new brand platform, and also created new brand tools for PR, marketing, and sales to use as a guide.
Once the overall brand platform was established for Fathom Events, Cranium Agency worked with the National CineMedia sales and marketing team to launch the new brand. We focused the internal and external brand launch on creating excitement and buzz for the new brand.
Today, Fathom is a recognized leader in the entertainment industry as one of the top distributors of content to movie theaters in North America, including live events. Fathom is the 11th largest distributor of content to movie theaters in North America. The company ranks alongside Hollywood’s major studios, with limited screening dates and showtimes. Fathom operates the largest cinema distribution network with over 1,100 participating locations and nearly 2,000 screens in 184 DMAs (including all of the top 100 markets), which continues to grow double-digits year-over-year. Fathom also has a global presence, distributing content (28 titles in 2019) internationally to more than 45 countries and over 2,100 screens worldwide.