Movie Night Metrics (Sept 1, 2025) by Erica Pauly and Steven Morgeson analyzes the first six months of nationwide use of the documentary-style marketing film The Psychology of Retirement (TPR). Using complete data from 12 offices (≈10% of 125+ offices using TPR) and 2024 showings, it compares cost-per-registrant, cost-per-attendee, cost-per-set, conversion rates, average case size, and ROI versus traditional funnels (Dinner Seminars, Radio, TV). Key findings: low cost-per-registrant ($56) and cost-per-attendee ($275) relative to many 2024 events, higher cost-per-set-meeting (~$1,700) than seminars but comparable to Radio/TV, modest positive ROI after six months (TPR ROI = $1.71), and practical takeaways about expectations and follow-up tactics for advisors.
Questions this document answers
Erica Pauly and Steven Morgeson.
Sept 1, 2025.
12 offices (stated as a representation of ~10% of 125+ total offices using TPR).
125+ offices (available to any advisor nationwide; in use since late 2024).
2024 showings; the study examines the first six months after the movie's launch.