"The environment was ideal for the Bailamos Dance School," says Karen Bailey, director of Cinevation, the company responsible for Popcorn sales and marketing. "The movie attracted audiences interested in ballroom dancing and. with the school based in Bryanston, the two Nu Metro complexes selected were in the right catchment area."
The promotion ran at Nu Metro MonteCasino and Village Walk. To encourage audiences to take lessons at the Bailamos Dance School, leaflets were distributed during the demonstrations and dance professionals were available to answer questions.
"This interactive promotion worked well for the client," reports Bailey. "Enquiries from potential dance students have increased; some of which have already signed up for lessons. This campaign, which was conceptualised by Popcorn, is a great example of how cinema can work really well for local businesses."
'Take the Lead' is based on a true story of Pierre Dulaine, a Manhattan ballroom teacher.
