How to Market a Cinema - Movie Theatre

[JoeyDee]

Hey Folks,

I have been reading many of your great posts on here and decided to join and be part of the knowledge and learn at the same time

Question. How would someone go abouts marketing a movie theatre that monopolizes it's market... If there are any film people on this board would be great to get your feedback.

Here's the scenario.

The distributor (Let's call it X) for the area owns the largest movie theatre (let's call it Y), therefore they are doing direct distribution, what's interesting is the distributor also distributes to the other movie theaters (smaller companies).

Strategies Im thinking of;

PRICING:

1. Because X owns Y and monopolizes the market in terms of distribution, Y is the biggest cinema in the area, therefore competition is love, which would mean we can either skim the price... Charge a premium price which will attract competitors and then trim it down in which will give us back the market.

2. Economize on marketing cost and manufacturing cost and ensure that cost is kept low in order to attain a higher margin (profit).

PRODUCT:

Since the product is a screening of a FILM the it's PLC (product life cycle) will last anywhere from 3weeks to 4months max in the threatres before going into ancillary distribution, home video (DVD...), cable networks and so on.

PROMOTION:

1. Maybe once a week when you buy a ticket at the box office you can get 15% - 25% off the next time you come to watch a film???

2. Buy a ticket & get a bag of popcorn for free... (however the issue here is that movie theatres don't make money on ticket sales and rely on concessional sales (food/beverages) which is why you always pay a premium price.

So folks - let me know your thoughts and so on... although marketing elements should apply with any type of product sometimes the brain gets a little (what I like to call) "debug"

Thanks again.

[JoeyDee]

Originally Posted by JoeyDee

therefore competition is love, which would mean we can either skim the price...

What i meant to say was.

therefore there is NO competition

No idea how that was a TYPO

Thanks.

[genexbs1]

Hi there,

I like your idea of giving discounts to existing film viewers at your theater for coming back again. I think a company should always focus first on existing customers, before thinking to market their services to new people. A happy customer gives you word of the mouth advertising and always bring back new customers, who trust you already.
I hope that helps.

Best Regards,
Genexbs.com Team

[JoeyDee]

Hey,

Yah I deff agree about targeting your existing audience before anyone else. My goal is to make the experience of Cinema super fun again, maybe;

It would be cool to go back to the Cinema and watch all those action packed retro films we all loved when we were kids... ie; Rambo, Chuck Norris flicks, Steven Segal flicks, Bruce Lee and so on... only on the BIG screen and like 20 years after they were released.....

Also what about sharing the experience with a friends & get incentives.

PROMO: Invite 5 of your friends to our "REtro NIGHT FILMS" and receive a free bag of popcorn??? stuff like that....

I think that would be cool on our weak days cause we will pump the volume of viewers and we compensate by giving free popcorn... not a bad deal uh?

Let me know your thoughts folks,
-Joey

[JoeyDee]

Just thought of something!

I can try to engage University / High School students to frequent the Cinema and in return they will get incentives & discounts... Most people who tend to go to the movie are between the ages of 14 - 25 <---

Promo for Students: By 1 get half off next ticket <-- I think that would be a cool promo.

-Joey

[genexbs1]

If you want to market yourself to new customers, then I think Internet Marketing is the best source. You can create a fun website for your theater. You can put up some quiz and give away free tickets for website promotion. You can print your website URL on your theater tickets.

You can get a free quote and project overview at our company website www.genexbs.com

Best Wishes,
Genexbs.com Team