WWU students test Pickford Film Center's appeal to college crowd

College students still want to go out to the movies instead of staying in to watch them at home.

Those are the findings from a marketing analysis conducted by a group of Western Washington University students for the Pickford Film Center in downtown Bellingham. The group surveyed 153 Bellingham-area college students to gauge their interest and knowledge of both the Pickford and the theater’s Limelight Cinema on Cornwall Avenue. A majority of respondents said they knew of the independent theater and have attended films there.

More than 95 percent said they enjoyed the theater experience and would return again.

Alice Clark, the Pickford’s executive director, said the results show the theater could benefit by expanding publicity of its movies to students and possibly by adopting incentives, including discount ticket prices, to attract larger audiences.

“After the survey, what we figured out was that we just weren’t reaching [Bellingham’s students] in the right way,” Clark said, in a press release.

The marketing project was part of a communication class taught by WWU professor Karen Stout.

The students involved in the research were: Marisa Bunker of Federal Way, Eriver Eugenio of Kent, Kye Freeman of Benton City, Natalie Groce of Langley, Kristy Kim of Kent and Geri Massengale of Oak Harbor.

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