Case Study: Enhancement of Revenue through Cloud Marketing for a Movie Theatre Circuit

Cloud

Abstract:

The client owned one of the largest movie theatre circuits in the world offering premium cinema experience globally. They faced two challenges: they wanted to increase the occupancy  of their screens and they sought to enhance the revenue through higher F&B sales.

About :

One of the largest movie theatre circuits in the world offering luxury cinema experience across continents.

Pain Area:

The client was facing a two-pronged challenge: that of increasing occupancy across different time zones and properties, and that of enhancing the revenue through greater food and beverage sales which would have much higher margins.

Recommendation:

We recommended that they create a series of programs to enhance an email and mobile database through a loyalty program. Patrons who were booking their tickets saw offers clubbing F&B deals with tickets. A basic email marketing automated programme was used to design triggers for activating and redeeming offers. The campaigns were designed keeping in mind data collected from the ticketing platform to enhance yield.

Impact

The multiplex was able to increase its growth margin by almost 20% per screen. Over a period of time, the multiplex chain produced the highest revenue per screen in the industry and the highest profitability compared to its competitors, and in spite of having fewer number of screens.

Impact

The multiplex was able to increase its growth margin by almost 20% per screen. Over a period of time, the multiplex chain produced the highest revenue per screen in the industry and the highest profitability compared to its competitors, and in spite of having fewer number of screens.