The Ask
Founded by a former Cisco executive, NetLevel had an amazing technology that solved a profound problem. North American theater owners were struggling to remain relevant in the face of streaming at home and video games.
NetLevel was a fiber optic-based solution that delivered just about any kind of entertainment in movie theaters, to broaden the options beyond what Hollywood has to offer.
The Work
The challenge was to position NetLevel on a budget. And to get the point across quickly, so that a theater owner could understand what NetLevel might mean. Eyes would roll when Merton Way tested some talk-tracks that used words like, “talk about “fiber optic.” Zzzzz.
So, Merton Way focused on e-sports and how NetLevel transformed any movie theater into a mecca for young adults to gather and play Fortnite or other games, en masse.
This was a game-changer for theaters that sit empty about 85% of every week.
The Win
By positioning its brand on the heart of the matter, NetLevel elicited immediate responses from major theater chains and operators. In one instant, the marketing spoke to the pain: how can I fill empty seats the other 5 days of the week?
With NetLevel, the theaters can stream less costly content, like classic films, or host virtual business conferences.
And, yes, massive online gaming events with 100 players can be played at a theater near you!
