Influx

On June 17th, IFC will open its new “brand temple” at the old Waverly Theater in Manhattan’s Greenwich Village.

IFC’s vision is for the center to be a home base for the artists and filmmakers who fuel the independent scene. They plan to bring the place to life with interesting programming and unique experiences at the center.

In addition, to the theaters, the IFC Center will have digital post-production suites, making sure the center also plays a role in the creative process of film making.

Aside from being a physical manifestation of the IFC brand. It also plays an important strategic role. IFC will be able to screen IFC films and content from premieres and question and answer sessions at the center. Content that can be re-purposed for TV, internet and new video on demand services. With release windows shrinking rapidly, IFC could use the premiere as the trailer for a video on demand movie that will be available a week later.

IFC’s center is a great example of an entertainment brand creating a cultural hub to engage consumers in the brand and the category. Obviously it’s easier with film, but all media brands have the opportunity to develop cultural hubs.

Shouldn’t other cultural brands like MTV, ESPN and CNN and big local newspapers create experiences that offer more than a chance to peek behind their scenes or eat a burger and fries at a mall-based branded theme restaurant?

Isn’t there a bigger more creative opportunity out there for media brands to build “cultural hubs?”