How cinemas are going beyond studio marketing to lure moviegoers back
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On Tuesday, October 6, 2020, a Regal Cinemas theater is located at night on 42nd Street, New York.
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They will follow you if they are built.
Universal’s President of Domestic Theatre Distribution borrowed from “Field of Dreams,” Wednesday’s studio slate presentation, CinemaCon to illustrate how audiences are coming back to the theaters with a constant stream of entertainment.
Although domestic ticket sales may have dropped by around 44% in the first four months of 2019, they are still up significantly over the same period last year.
Blockbuster titles like Warner Bros.′ “The Batman,” Paramount’s “Sonic 2″ and the Marvel–SonyComscore data shows that ticket sales have increased 338% by the time “Spider-Man: No Way Home” was released in 2021 to $1.95billion.
Operators were happy to see the new titles, and they were assured by CinemaCon attendees last week that they would continue receiving a lot of theatrical exclusives.
For the most parts, it is a good idea.he day-and-date experiment of the pandemic has endedStudios and agencies used the opportunity to showcase their most bold and innovative content and also show off their diversity at Caesar’s Palace Las Vegas’ annual convention.
Expositors are not going to be reliant on only the studios for driving consumers to theatres. The pandemic and slow start of 2022 have caused movie theater owners be more aggressive in marketing, to innovate with food and beverages, and to be flexible about the kind of content that is displayed on their big screens.
A bold reminder for moviegoers
AMC Regal and Cinemark are big chain chains that have focused on live streamed events like sports, concerts, and other entertainment. even Dungeons & Dragons campaignsUpgrades to its theatres using state-of the-art sound and projector systems.
AMC revealed last month that it would invest $250 million in Cinionic’s laser projection system to increase the number of American auditoriums equipped with them to 3,500 by 2026. The laser projectors are a significant step up from digital projection. They produce brighter images and thus a more crisp image. Theater operators will find it easier to maintain the bulbs because they don’t need to be changed multiple times per year.
Dolby and IMAX have been partnering with cinemas large and small for many years to offer big-format options. However, the upgrade of the digital projectors means that everyone will have a great experience in the cinemas. We hope that moviegoers will return to cinemas in the future to enjoy this new experience.
AMC took it so far that they launched their own first-ever advertising campaignLast September, Nicole Kidman starred with the tagline “we makes movies better.” This campaign cost the company approximately $25 million.
Alicia Cook from AMC Theatres’ advertising department said, “We wanted to make a bold statement to remind moviegoers that an immersive, communal and multi-sensory experience can only be achieved by watching a movie at a theatre,” during a CinemaCon panel that was hosted by CNBC.
Movie theater owners relied traditionally on the studios for promotion and driving moviegoers to local cinemas. Adam Aron, AMC’s CEO at the time of the commercial’s release, stated that AMC will not rely on what’s worked before and pointed out that the “uncharted waters” created by the pandemic.
‘We do crazy stuff’
Even though smaller chains have less capital access, they still invest in theatres by upgrading sound equipment and projectors. However, digital advertising and social media are being used more extensively to reach their local audiences.
Rich Daughtridge (president and CEO, Warehouse Cinemas) said Tuesday that “we are more agile than larger organizations.” I believe our greatest strength is not only the ability to organize events, but also in creating experiences that revolve around movies. So, we do crazy stuff.”
Daughtridge explained that special promotions include margaritas along with movie tickets and “daddy/daughter” date nights. Warehouse Cinemas hosted a smash-it car event in the middle of the pandemic to celebrate Solstice Studio’s film “Unhinged”.
The ticket purchasers could also take a swing at an older car. It led to a 2% rise in ticket sales when compared to the projections of how the movie would do if Warehouse was not hosting the event.
Ben Deighton is the general manager for marketing of Reading Cinemas, Australia and New Zealand. The knitting club is an unusually popular activity at his cinemas.
He said, “We just began knitting sessions.. and knitting club members come in to watch a film and knit.” He also noted that the idea was a result of a patron from his local area.
Cinepolis is launching a self-care Sundays program. This includes gold undereye patches for guests and small popcorn with every ticket purchased.
Annelise Holyoak (senior national director for marketing and loyalty at Cinepolis), stated Tuesday that “one of the things we noticed naturally over time was people coming to our theatres and practicing self-care.”
A 10-minute mindfulness meditation is included in every showing to help you relax and unwind before your film.
Daughtridge stated, “Marketers tend to say “this movie’ or “this movie’.” “Let’s discuss from an engagement perspective why it’s a good idea to go to the movies. The messaging we use to generate that engagement is more focused on the reasons why watching movies is a good idea than just about what is being played.
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