workshop for cinema exhibitors

www.TixOS.com

Workshop for cinema exhibitors

Mobile phones and Internet: will they

increase admissions?Presented by: Emanuele de Plano – TixOS

www.TixOS.com

Overview• Internet and mobile phones - new

sales and marketing channels?• How can they be used by cinemas?• What tomorrow holds in stock…• What is required to implement?• Case studies• Questions and discussion

www.TixOS.com

What are the objectives?

• Provide information• Promote and advertise• Sell tickets• Encourage loyalty• Collect information

www.TixOS.com

What channels are available? • Online sales and information (Web,

WAP, SMS…)• SMS promotions and marketing• Loyalty and memberships

www.TixOS.com

Are they used today by cinemas?• US Exhibitors setting up online channel JV’s• First proven online and WAP success stories• Film web sites – great awareness and

community builders • Online and SMS promotions led by

distributors• Multitude of loyalty and membership schemes• However, little use is made of collected

customer data

www.TixOS.com

Online sales and information• Providing a higher service level• Selling additional services • Capturing extra information• Extending reach of distribution and

information • The right channels for your target and country• Revenue management: could it generate extra

sales?

www.TixOS.com

SMS promotion & marketing• Putting forward special offers and

promotions• Games and prize draws• Selling unsold tickets• Referral to a friend – viral marketing• Capturing numbers – collecting data

www.TixOS.com

Loyalty and memberships

• Great way to identify unique customers• Stored values – pre-payment cards• Frequency and spend rewards - points

based schemes • Unlimited use / subscription cards• Customer segmentation cards • Third party partner joint membership

www.TixOS.com

Web based customer relations management – e-CRM • Registering your online visitors • Direct e-mail• Questionnaires• Promotions• Building communities

www.TixOS.com

What does tomorrow hold?

W A P

S M S

T e lephone IV R

3G T e lephony

In te rne t

19 9 6 2 0 00 20 0219 98 20 0 4 20 06 20 08 20 1 0

www.TixOS.com

Future channels• 3G telephony

– Virtual tickets– Alternative payment/billing options– Location services

• Interactive digital TV• Web services

www.TixOS.com

3 G telephony (source: Alcatel)

Select film…. Watch trailer, buy ticket…

Guided to theatre…. Use phone as ticket….

www.TixOS.com

What are the requirements?• Clearly defined long term strategy,

budget and forecasts• Ownership and control of costs,

strategy, brand and customer data• Open and flexible box office systems

connected to a central server• Cost effective fulfilment and payment

systems• Buy in from your operational staff

www.TixOS.com

Implementation challenges• Box office integration and

communication infrastructure• Interrelation between services

offered to customers• Customer support problems• Reconciliation payments• Distributor transparency• Data protection issues

www.TixOS.com

The TixOS solution• Centrally hosted database and application

accessed via the Internet• Low-cost box office application based on a

rental service contract• Online channels and loyalty – 2 options:

– Supplied API to develop own or 3rd party interfaces and online channels

– Cinema branded TixOS web channel under revenue share deal

• Multi-platform java applications • Consultancy and project management

www.TixOS.com

Case Studies• movietickets.com• Warner Village, UK• Vizzavi ticketshop

www.TixOS.com

www.TixOS.com

www.TixOS.com

www.TixOS.com

www.TixOS.com

www.TixOS.com

www.TixOS.com

----Vizzavi---- ticketshop Select an event type: Cinema Theatre Music Sports Club Other Information ------------ entertainment Vizzavi home

----Cinema---- Top 10 New Releases Find a cinema Search for a film [...] Search Search for a cinema [...] Search Information ------------ ticketshop entertainment Vizzavi home

----Top 10---- Planet of the Apes Harry Potter and the Philsophers Stone Shrek ... Search for [..] Next> <BACK ------------ ticketshop entertainment Vizzavi home

Vizzavi ticketshop

www.TixOS.com

----Films---- Shrek (Rating) Find a cinema ------------ ticketshop entertainment Vizzavi home

----Cinema---- Ealing Odeon Ealing UCI Fulham Odeon Wimbledon Odeon ... ... Next> <BACK ------------ ticketshop entertainment Vizzavi home

----Date---- Shrek is on at Wimbledon Odeon: Today Tomorrow Tuesday 8 March Wednesday 9 March Thursday 10 March Search for [..] Next> <BACK ------------ ticketshop entertainment Vizzavi home

www.TixOS.com

----Time---- The following times are available: 17:40 19:38 21:50 ------------ ticketshop entertainment Vizzavi home

----Type---- You have the following choice of tickets #7.00 Adult: [1] #4 Children: [2] ….. #4 Concessions: [...] Continue ------------ ticketshop entertainment Vizzavi home

----Summary---- Total price is #19 for 4 ticket(s) to Shrek At Wimbledon Odeon On 9 March at 19.38 Tickets can be collected at (venue) on day of show. By selecting 'Buy Now' you agree to the … Buy now Terms and Conditions for (vendor) ------------ ticketshop entertainment Vizzavi home

www.TixOS.com

----Select Card---- Please select payment method: Visa Mastercard Switch American Express Delta Solo ------------ ticketshop entertainment Vizzavi home

----Card---- Name on Card [...] Enter your card number [...] Enter valid from date (format mmyy) [...] Enter expiry date (format mmyy) [...] Enter issue number (debit cards only) [...] Continue ------------ ticketshop entertainment Vizzavi home

----Confirmation---- Thanks for buying with Odeon. You have bought 4 tickets for Shrek at Winmbledon on 9 March at 19:38 Odeon contact details ------------ ticketshop entertainment Vizzavi home

www.TixOS.com

Summary• What these new sales and marketing

channels are• How they can be used by your

cinema• What tomorrow will bring along• What you need to implement them• Case studies

www.TixOS.com

Conclusion: will admissions increase? Maybe not but….

– Lower cost of providing information and selling– Valuable data on customers – wider coverage– Building a relationship and encourage loyalty– Higher customer service than your competition– Additional revenue from new services– More diverse clients – target new segments– Build partnerships easily– Optimise your programming

www.TixOS.com

Questions and discussion