Honor Flight Case Study

Honor Flight is a heartwarming documentary about four living World War II veterans and a Midwest community coming together to give them the trip of a lifetime.

The documentary holds a Guinness World Record for the largest attendance at a film screening (28,442) and won the Best Documentary award at the 2013 GI Film Festival.

Campaign Goal

Celebrate the Greatest Generation through nationwide theatrical and non-theatrical campaigns to raise awareness and funds for the Honor Flight Network.
Honor Flight Poster

Theatrical Campaign

120+ Crowdsourced Tugg Theatrical Screenings
$155k Gross Revenue
14,900+ Attendees

Key Demographic

Veterans aged 60+, their families (including ages 45+ skewing female), and hospice professionals.

Honor Flight events brought a targeted demographic into the movie theater: individuals aged 60+ were 20% of the population in 2013, but only 10% of frequent moviegoers.

Campaign Highlights

  • Conway Theatres hosted six screenings across Wisconsin, featuring introductions and Q&As with local veterans. View event
  • The Grand 18 – D’Iberville in Mississippi housed 178 attendees and the Mississippi Gulf Coast Honor Flight hub at an event that raised $1300 in donations. View event
  • After 11 months of successful Tugg screenings, Marcus Theaters recognized local demand and facilitated free events during Veterans Day 2013. In addition, they booked the film for a traditional release in collaboration with Tugg and Snag Films.

Partner Networks

We Honor Veterans (Hospices)
US Chamber of Commerce
Dept. of Veterans Affairs
Honor Flight Network
Student Veterans of America
Iraq & Afghanistan Veterans of America
Armed Forces Foundation

Portrait-DanHayes“Tugg is the future. The film distribution landscape is changing and Tugg is at the forefront of technology in this field. In five to ten years, Tugg’s innovative model will be how films are distributed. Empowering individuals to bring films that they want to see into their communities will be the norm. And all of us at Freethink Media are very excited to be part of it.” – Dan Hayes, Director of Honor Flight

Event Spotlight: Honor Flight Presented by Collins Road Theaters

Bruce Taylor Owner and General Manager of Collins Road Theatres

Bruce Taylor, Owner and GM of Collins Road Theatres & Event Promoter

On March 6 2013, 180 community members in Marion, Iowa joined together for an unforgettable theatrical experience. Collins Road Theaters promoted its own sold out screening of Honor Flight and donated all proceeds to the Eastern Iowa Honor Flight hub. The event featured a post-film discussion with volunteers who fly local veterans to visit their World War II memorial in Washington, D.C.

Event Details

Date: Wednesday, March 6, 2013 7:00PM
Event Duration: 112 Minutes
Location: Collins Road Theaters
Ticket Price: $7.50
Event Size: 180 Attendees (Sold Out)
Event Page: tugg.com/events/honor-flight-hjfb
Impact: $522 donated to local Honor Flight hub

Event Timeline

A P-40 Warhawk model was displayed in the lobby

A P-40 Warhawk model was displayed in the lobby

Feb 11, 2013 – Collins Road Theaters submits Event Request
Feb 13 – Final theater approval*
Feb 14 – Tugg publishes the Event Page and ticketing begins as Collins Road Theaters posts on social media to promote the screening
Feb 16 – 67 people RSVP, meeting the attendance Threshold 11 days early – the event is confirmed!**
March 2 – The theater sells out with 180 total attendees
March 6 – Showtime! Collins Road Theater made a tax-deductible donation to the Eastern Iowa Honor Flight hub, sponsoring WWII veterans on an Honor Flight trip.

*A two-day approval is average for Tugg events.
**Collins Road Theaters set their flat rental fee lower than normal to reduce the Threshold, helping their community confirm the event.

Event Promotion

RSVP instructions were posted on the official Collins Road Theaters Facebook page (6300 likes) and the Eastern Iowa Honor Flight Facebook group (760 members). Word-of-mouth quickly spread through the community.