The Rocky Mountain Chapter of the Mars Society (RMMS) prepared a table display for the premier of the "Phantom Menace" on 19 May, 1999 at a downtown Denver theater.  The entire project only took a few weeks to prepare and reached more than 300 people while we were there.

Getting ready to appear at a movie opening is not really a very complex task.  The key to the entire event is good communication between the Mars Society task leader and the movie theater and/or property management.   Communication must be open and quite detailed, or the entire project can come to naught in a moment.

Based on the experience of the RMMS, the following schedule and activities are recommended:

1: During a chapter meeting about six weeks (minimum recommended: two weeks) prior to the film opening, discuss and approve the idea.  Assign a project coordinator, and find others interested in working on the project to fill out the project team.  Also, identify around half a dozen potential theaters in the local area.  Targeted theaters should be the large multiplexes, which have the highest traffic, the largest advertising budget and amount of local media attention, and typically the largest entryway/facilities for set up.

2: The project coordinator should make preliminary calls to the theater management identified with the purpose of finding information such as: would setting up a table be permissible?  Who should the Mars Society contact to get information on setting up the table ­ where, when, etc.?  What materials are permitted at the table?  If property management is different from theater management, who should be contacted there?

3: Once the project coordinator has the basic policies and information of the various theaters (even basic stuff, like precisely where it's located, and the cost of parking), then s/he should contact the members of local chapter project team to determine possible schedules and which theaters people can make it to.  After hashing around logistics for a couple of days, a final decision on the priority of theaters should be made approx. four weeks before the opening.

4: Start preparing materials for the display(s). Try to make sure that the materials conform with the space you think you will have ­ how much room it takes up, whether it is inside or outside, etc. It helps to have tall stuff at the display table, particularly a freestanding panel display at one end of the table that will project above crowds.  Movie related stuff helps. A prize drawing also can help to draw people in.  Most theaters will not allow (understandably) other organizations to sell stuff at their theaters, but they often allow prize drawings (but not raffles). For example, a chapter can give away a copy of "The Case for Mars" or a movie poster.  Participants merely have to fill in a small card with name, address, phone number, and email.  You may even be able to include a line on the entry form for donations or put the entry card collection can next to a donation can (clear this with the theater first and make sure it is a voluntary donation, not a price to enter the drawing), so the drawing can actually make you money, as well as being an excellent way to collect names.

5: Theater and/or property management should be called by the project coordinator, in the order determined by the priority list (step 3).  Confirm schedules and displays with the chosen theater(s). This should include a face-to-face meeting with the property/theater manager approximately two weeks before the movie opening so that there are no surprises.  Details hashed out at the face to face meetings should include the location and size of the desired display (samples of materials should be brought + maybe pictures of large displays), the number of people who will participate and duration of the display, the materials that will be displayed, and so on.  Continue down the priority list until the proper number of theaters have agreed to allow a MS presentation table.

6: Prepare and send out press releases to local TV, radio and newspapers approximately 1 weeks before the event. Most organizations have a listed fax number specifically for local press releases and community events ­ check websites as well as phone books. Although a theater display will probably not merit mention or coverage for most of the local press, chances are you will get posted on a couple of the community events calendars, and possibly may get a press crew covering part of the event.

7: The project coordinator should prepare directions and instructions for people working table. Everyone involved should have their responsibilities clearly laid out.  Who is responsible for table set up, who is working the table at all times, who is responsible for clean up, etc. In general, it is best to have at least three people at the table at all times ­ this provides some mutual support and ability to handle the press of people when a movie lets out. Instructions should also be included for any special activities ­ for example, how to run the drawing if there is any, and so on.  Also, it may be useful to write up guidelines for answering tricky questions that you can anticipate ­ for example: What happened to MPL? How much did MPL cost?  Couldn't the money be better spent on the homeless, the hungry, education, whatever?  What about the face on Mars?

8: On the day(s) of the events, the theater management should be contacted again just to let them know you are there.  The table and displays should be set up, and the folks working the table should get the crowd interested.  The Project Coordinator should arrange to spend as much time as possible around the table just to make sure everything goes smoothly.  Most of all, you should have fun, because if it isn't fun, people aren't going to be willing to do it again.

Does your chapter have experience that could benefit other chapters? Contact the Outreach Coordinator or your regional coordinator.

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