The movie, “Dog Fight,” which you’ve never heard of, was presented to Anytime Fitness for a possible filming location inside one of its clubs in Louisiana. In the past two years Anytime Fitness has worked with a brand recognition company to help put its brand in the consumer spotlight.
Anytime Fitness read the brief description of “Dog Fight,” a comedy featuring popular comedic actors, Will Farrell and Zach Galifianakis, and decided to allow shooting to take place in one of its clubs. “Dog Fight” will be in theaters August 10 as “The Campaign.” According to Mark Daly, the national media director for Anytime Fitness, the name was changed at the last minute.
Over the last two years Daly has been contacted several times by this company to loan clothing or brand materials for movies. “We never know until the movie comes out if they used our material,” said Daly. Anytime Fitness must sign-off on letting materials be used in a film based on descriptions of the film. Daly said that Anytime Fitness typically will say yes, but there have been situations when they felt they didn’t want to be associated with a certain movie image.
“The first big hit will be The Campaign,” said Daly. “I can imagine someone seeing Zach Galifianakis in an Anytime Fitness club having a funny conversation with his campaign manager, seeing the Anytime Fitness logo and saying, I’ve heard of that club, and say that they are going to check out an Anytime Fitness.”
The Campaign fits perfectly for the corporate sense of humor of Anytime Fitness. “It’s fun,” said Daly. “Fun is a big part of the culture at the corporate headquarters of Anytime Fitness, and we like to believe that it’s part of our franchise level as well. It associates Anytime Fitness with popular culture and popular actors and actresses.”
Anytime Fitness will be participating in at least four more films over the next 12 months in addition to The Campaign. “The club where The Campaign was shot got a nominal payment for using the facility, but we mainly do it for brand awareness, and it will be associated with a sense of humor and a fun place to workout.”
By Tyler Montgomery
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
