with Steve Pratt, Author of the hit book Earn It
with Steve Pratt, Author of the hit book Earn It
CASE STUDY
Company size
Website
For generations, Cineplex has been synonymous with the movie-going experience. As streaming services reshaped how people discovered and consumed entertainment, the company wanted to remind audiences that going to the movies remained a unique cultural experience.
The company had already launched Hello Movies, but the podcast wasn’t creating the engagement or audience growth it had hoped for.
The issue wasn’t a lack of great subject matter.
Movies naturally create conversation, emotion and anticipation. The challenge was producing a podcast that captured that same excitement instead of simply discussing new releases.
Cineplex didn’t need more episodes.
It needed a better reason for listeners to return every week.
Together, JAR and Cineplex rebuilt Hello Movies around the conversations that make film culture so engaging.
Instead of relying primarily on promotional interviews or discussions about upcoming releases, the podcast explored filmmaking, storytelling, memorable performances and the shared experience of watching movies on the big screen. Richer editorial preparation, stronger production and more dynamic storytelling transformed each episode into something audiences wanted to spend time with regardless of what was playing that weekend.
JAR partnered with Cineplex throughout the production process, including:
Every editorial decision was guided by one question:
Would a movie fan listen to this episode even if they weren’t planning to see a film this weekend?
The challenge was never convincing people that movies mattered.
People already loved movies.
The challenge was creating a podcast that reflected the excitement, curiosity and emotional connection audiences associate with the theatrical experience.
The JAR System shifted the focus away from promoting films and toward celebrating movie culture. Instead of asking how the podcast could market upcoming releases, it asked how every episode could become part of the entertainment experience itself.
That change influenced everything from guest preparation and episode structure to production quality and storytelling.
The result was a podcast that strengthened Cineplex’s relationship with movie lovers by giving them another reason to engage with the brand between trips to the theatre.
The JAR System transformed Hello Movies from a promotional entertainment podcast into a destination for conversations about the films people love.
| Before | After applying the JAR System |
|---|---|
| Promote upcoming films | Celebrate the culture and craft of movies |
| Support marketing campaigns | Build an ongoing relationship with movie fans |
| Focus on releases | Focus on the stories behind filmmaking and moviegoing |
| Publish entertainment content | Create a podcast audiences chose to return to |
| Build awareness | Build long-term audience loyalty |
The best entertainment brands don’t stop entertaining when the credits roll.
Cineplex already owned one of the country’s strongest entertainment brands. The opportunity was to extend that relationship beyond the theatre by creating conversations movie lovers genuinely wanted to hear.
By defining the podcast’s job before production began, the JAR System shifted the focus away from promoting films and toward celebrating the culture that surrounds them. The result was a podcast that strengthened audience engagement not by asking people to watch more movies, but by giving them another reason to love the experience of cinema.
Before redesigning the show, JAR worked with Cineplex to define its Job, Audience and Result.
Give movie lovers conversations that deepen their enjoyment of film while strengthening their connection to the theatrical experience.
The podcast wasn’t designed to review movies.
It was designed to celebrate movie culture.
The series was created for passionate film fans, casual moviegoers and entertainment lovers looking for conversations that went beyond trailers, reviews and celebrity interviews.
These listeners already loved movies.
The podcast needed to remind them why they loved going to the movies.
Success meant increasing audience engagement, growing listenership and strengthening Cineplex’s position as Canada’s leading destination for movie lovers.
Once the Job, Audience and Result were established, every editorial decision became more intentional.
Average listener-through increased from 80% to 95%, demonstrating that audiences stayed engaged throughout each episode after the relaunch.
Following the editorial and production refresh, Hello Movies doubled its audience, proving that stronger storytelling creates stronger audience growth.
Improved editorial structure and production quality encouraged listeners to spend more time with each episode and return for future conversations.
Rather than existing as another promotional channel, Hello Movies became an ongoing extension of the Cineplex experience, giving audiences a way to stay connected to the brand between visits to the theatre.
“We’re happy to report that, after working with JAR, the downloads of Hello Movies doubled. The series also showed a big improvement in content and audio quality.”
Cineplex Marketing Lead
