I discovered Rooftop Cinema Club while searching for a showing of my favorite movie, How to Lose a Guy in 10 Days. What I found — a cinema screening classics on rooftops — felt like the quintessential Los Angeles experience, yet no one I knew had heard of it. So when asked to create a campaign for any brand of my choice in a business class, I jumped at the chance to bring RCC into the spotlight.
Class
MKT 405: Marketing Promotion
Skills
Research & Strategy · Web Design
I started by diving into its history, offerings, and market position. To understand the experience, I visited both Los Angeles locations, dragging a friend along for good measure. Fittingly, it was during a scene from How to Lose a Guy in 10 Days that inspiration struck: what if I repositioned RCC as the ultimate date-night destination?

Research confirmed my instincts: the cinema industry was at a post-pandemic turning point, and a key segment — Gen Z and millennials — were craving the kind of classic romance that's become increasingly rare.

I developed Love Under the Limelight, a campaign to draw romance-seekers to Rooftop Cinema Club locations through three key initiatives: a Hinge partnership to turn online conversations into real-life dates, themed weeks to capitalize on holiday spending, and a couples’ subscription program to boost loyalty and revenue.
Each strategy was grounded in cultural and financial research, aligned with my proposed repositioning, and designed to deliver measurable results. I then crafted interfaces and ads to bring the vision to life. (There’s a lot more — my full report was nearly 25 pages.)
Although Love Under the Limelight was a class project, it was an incredible opportunity to ideate and design an end-to-end campaign across multiple touchpoints. Now, years later, Rooftop Cinema Club has rolled out something strikingly similar: loveseat tickets available only in pairs. That’s gotta mean something, right?