Dealers Use Hollywood Premiere to Improve Customer and Employee Satisfaction

Dealers Use Hollywood Premiere to Improve Customer and Employee Satisfaction

Car dealers are participating in the premiere of a major Hollywood film in an effort to improve their customer and employee satisfaction and loyalty. Dealers in New York City and Los Angeles are hosting the premiere for the award-winning film, The Might Macs, a major motion picture that was executive produced by Sean Wolfington. Wolfington and David Boice are the owners of, the company that works with the New York Acura Association, host of the New York City premiere, and Celebrity Honda, host of the Los Angeles premiere, and came up with the idea to work with the dealers to use the premiere to deliver a once-in-a-lifetime experience to reward their employees and customers.

The New York Acura Association and Celebrity Honda are hosting premieres that will be attended by the filmmakers and cast, and followed by a Q&A session and VIP after parties. In addition to inviting local leaders, the press and industry executives, the dealers are extending an invitation to employees and customers to watch this inspirational story that awards viewers with positive messages about working together to achieve great things. The New York City and Los Angeles premieres will take place on Wednesday, October 19th, and Thursday, October 20th, respectively, giving guests access to the film before it premieres nationwide on Friday, October 21st.

After setting up these premieres for their dealers, Tier10 decided to offer this unique dealer-sponsored pre-release premiere to all dealers, and set up a self-serve website at where dealers across the country can get access to the tools they need to host their own premiere as an employee and customer appreciation event.

“We thought this would be a great idea for dealers to show how much they care about their employees and also their customers, by creating a great night out for them and their families with an inspirational film that can make a positive impact on their local community and the culture,” said Wolfington.

“This is a way for the film to benefit from pre-release word of mouth, and also for the dealership to benefit by doing something unique and special for their customers, so we wanted to make it easy to do that,” said Boice.

Dealers who want to participate can visit, where they can access a step-by-step premiere action plan with tools that make it easy for dealers to invite their employees and customers to participate in the event, including an email message that can be quickly customized and sent to the dealer’s customer database. The plan also offers best practices for producing a successful event, such as appointing a representative from the dealership to be at the theatre to greet customers and direct them to the premiere.  

The price tag is cheap for the dealer, who can host the premiere for as low as $1,500 and with as little time it takes to send an email to employees and customers in their database. Just today a dealer in Miami decided to host a premiere, and all they had to do was send an email to their customers and database over the weekend, contact the 800-number on the website to book a theater close to them, and send out an email that’s provided on the website for customers and employees, all of which they will do over the weekend.

Dealers are hosting the premiere for The Mighty Macs, a film based on the incredible true story of the 1971-72 Immaculata College team that started in obscurity but became the original Cinderella story in women’s basketball. This newly founded team of pioneers went from barely making that inaugural tournament to the first dynasty in their game. And Cathy Rush, the woman that changed the game for the better, became immortalized when she was inducted into the Naismith Memorial Basketball Hall of Fame last year.

Dealers have been entertaining customers for a long time, from the days where they would announce a brand new car. These days, they are using inspirational films to touch the hearts and the minds of their customers and employees, not only to build their brand, but also to make a positive impact on the lives of the people they serve.

Our hats come off to the entrepreneurs in the business who are always looking for innovative ways to connect and serve their customers better. We will write another article with photos after these premieres to see the outcome, as most participating dealers have not had a lot of time to prepare, although most of the process seems ready to go and ready to implement.

As you read this article, you may be thinking, “That’s a good idea, can I do it, too?” Based on what I’ve witnessed, it’s pretty easy: visit the website, book the theater, send the email to your customers and employees, and enjoy a film that celebrates the fact that when you work together anything is possible. 




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Comment by Chad Collier on October 15, 2011 at 11:16am
Great idea.

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