TORONTO, May 10, 2005 -- York University is changing how students choose a university by bringing the ‘big decision’ to the big screen, with a VIP movie premiere for top prospective students at the Paramount Theatre, which took place May 9th.
Nearly 150 future academic stars had the chance to get up close and personal with members of York’s outstanding cast of faculty, staff, students and alumni, prior to a complimentary screening of The Hitchhiker’s Guide to the Galaxy.
The event also marked York’s new ‘theatre domination’ ad campaign, currently premiering at 33 cinemas across the GTA, and the first of its kind in Canada. The audience previewed this creative new branding, including 30-second animated ad spots trumpeting York’s interdisciplinary focus.
The event focused on welcoming and integrating top high school grads into the York community, during the crucial time of year when students choose a university.
”This event targets prospective students in an entirely new and
creative way,” said Richard Fisher, York’s Chief Communications
Officer. ”We’re taking our message directly to them by reaching out to them in the real world, and at the same time building the foundation for a lifelong attachment to York.”
The Paramount, along with four other Famous Players theatres -- Colossus, Empress Walk, Yorkdale and Richmond Hill -- will showcase York branding over a period of five weeks, with in-lobby banners, back-lit posters, and ‘floor cling’ ads, extolling the university’s interdisciplinary approach and encouraging prospective students to redefine themselves by choosing York U.
“York is known for being an innovator when it comes to recruitment,” said Rob Tiffin, York’s Vice-President Students. “These are students with averages in the 90s, who have their pick of any university. Our objective is to show them the York U difference.”
Faculty members from diverse disciplines showcased the university’s interdisciplinary, real-world approach. Professors briefly elaborated on themes of the film as they relate to his or her field of study -- showing prospective students how York is making academic studies relevant to their world, and encouraging them to explore the universe of possibilities at York U.
For the third consecutive year York University had an increase in the number of secondary school applicants for September who designated York as their first choice. Most significantly, York’s increase in share of first choice applicants was twice that of the market -- increasing 5.2 per cent versus a 2.5 per cent increase for other Ontario universities.
Featured faculty:
Ben Quine, Department of Physics and Astronomy, Faculty of Science and Engineering
Caitlin Fisher, Department of Film and Video, Faculty of Fine Arts
Steve Flusty, Department of Geography, Faculty of Arts
MEDIA CONTACT: Melissa Hughes, Media Relations, York University / 416-736-2100 x22097 / mehughes@yorku.ca
