21024091 21014023
Synergy Publishing
2
3. Introduction to team
4.Introduction
5.Market situation
6-7.Primary research
8-10.Search engine marketing
11-13.Online PR/ Social media
14-15.Viral mar-
keting
16.-17Mobile
18-19. Opt in E-
mails
20-21.Online ads
22.Conclusion &
Recommendations
Introduction
3
Synergy are an integrated marketing agency
made up of two Bucks New University stu-
dents, Alex Frost and Arran Williams. They are
currently in their second year studying a de-
gree in Public Relations and Marketing com-
munications, the skills they have learnt so far
have been applied into the research and de-
sign of the analysis of traffic building on cine-
ma websites; odeon.com, myvue.com and cin-
eworld.com . Synergy chose the idea of movie
websites because films are such a big part of
society, and there are so many ways to enjoy
watching films on different online media
platforms such as, Love Film, Netflix and live
streams through the internet. However, how
many people use cinema websites? And do
they encourage people to visit the sites again?
Do the websites encourage/discourage people
to go to their cinemas? Synergy aim to find
out; how traffic building to a website is so effec-
tive for a company, and how it can drive sales.
Introduction to team
Alex Frost
Arran Williams
4
This report will aim to dis-
cuss and critique the tech-
niques which companies use
within the movie sector to
generate traffic. The report
will also take an in depth look
into real life strategies used
by companies within the sec-
tor. These will be carefully
analysed and contrasted to-
gether, highlighting on any
successful and non-successful
methods which companies
have applied; this will also
give an overview in how traffic
building has affected the sec-
tor on a whole.
Introduction
Timing is very important when it comes to traffic building.
Launching a new website, product or campaign should be well
advertised online and offline, consumers are constantly looking
for new products and services which are useful to them – so it
is important to appeal to them at the right time.
Keeping a website up to date and often editing it, will keep it
high up on the search list when people search tag words for
which relate to that website. If you do not pay attention to
your website and leave it online without regularly checking it,
it will go down in the search results and this could jeopardise
traffic building.
Top 5 tips for traffic building
Here are some top tips to build traffic on a website, and this will
help drive consumers towards the site, and favour using it
over others.
SELF-PROMOTE: By giving viewers the option to favour-
ite, bookmark or share your website through social
media platforms and also viewers can subscribe to
weekly newsletters will help gain returning visitors
and new ones as well.
BE PROACTIVE: Send your site to Google and other well-
known search engines, if you just wait for them to
come across your website, you may be waiting a
long time and this will slow down traffic building
objectives.
ORIGINAL CONTENT: Continuously posting up to date
news and content on to your website, will get more
views and returning visitors to your website. Use
simple key words in your headlines so they are easi-
ly searched for.
BLOGGERS: Find a popular blogger who writes on the
same subjects of your website narrative and can ask
to write about your site.
TECHNOLOGY: Use Podcasts, slideshows, Videos and live
streaming to produce dynamic content on your
website. It is important to keep up to date with
technology
Generating traffic to websites is vital in achieving e-
marketing objectives whether the aim is the famous
five S’s; SELL, SPEAK, SERVE, SAVE OR SIZZLE. Traffic
building is important because it helps get a website a
higher ranking on search engines such as, Google. Tag
words should be chosen carefully and be simple be-
cause that’s what people will use to search for when
trying to find a relevant websites to their needs.
Some of the main aspects to website traffic building
are as followed;
Targets need to be set before starting a cam-
paign for traffic building. Who are you trying
to target? This can be achieved by online mar-
ket research, and examining other websites
and see their e-marketing purposes.
Traffic building involves combining new online
digital media channels but also offline commu-
nication techniques to promote the website
and encourage more online visits.
You can use web analytics programmes to
monitor who is visiting your site and how
many views you have received to date. This
very effective because you can see what e-
marketing tools are working for your site and
what isn’t. It will help analyse your website
and see what you can improve on.
5
Going to the Cinema is generally an impulse-driven activity, with nearly twice as
many people buying tickets at the venue as apposed to booking in advance. There are operational and financial advantages to the operators in encouraging advance
bookings and they have begun to try to incentivise consumers to do so by offering discounts for tickets booked online in advance. Mintel (2012)
Despite internet access levels and growing ownership of smartphones this trend is
still happening. This is something which the leading chains are looking to try to
change, since advance booking gives them much better forward visibility in terms
of which films are going to be in demand – as well as providing other significant
operational benefits such as reducing the numbers of staff needed to sell tickets
and also cash flow, in that the money is received when the tickets are bought ra-
ther than when the film is viewed. Companies such as Cineworld, have keyed into
the benefits of online booking and offer discounts when customers book from visit-
ing their websites, driving traffic to their business.
Market Situation
Although it is the number
two player in terms of sites
and screens, Cineworld is the
UK market leader when
measured by box office reve-
nues. In 2011, it had a 26.1%
share, down marginally from
26.2% in 2010, according to
Rentrak. Source: Mintel , 2012
6
Primary research was taken out in the form of an online survey. It was to find out and evaluate how
effective traffic building is for cinema websites, and how often people use them to order tickets or to
browse current and new films. The survey received 50 responses – with 53% of them being students –
this will make the results slightly biased as the most common age group was 16-25, which was 75% of
respondents.
Primary Research
7
Primary Research
After analysing the results, it was estab-
lished that all respondents liked to
attend the cinema; this doesn’t neces-
sarily mean they need to use the web-
sites to carry out this activity, but for a
quick and easy option to see film times
and what films are showing at the cine-
ma – the easiest option would be to
look at the websites.
75% of the respondents were
aged 16-24; this made the re-
sults biased as there wasn’t a
wider age range of people who
took part in the online survey.
This leaded to most of the re-
spondents being students,
which could encourage more
visits to the cinema as students
get cheaper cinema tickets
when they present their student
card on their visit.
This question was asked on the survey to measure how well do
people know about cinema websites and which ones are most
popular. My Vue and Cineworld came out on top with 32%, closely
followed by Odeon with 31%. Empire Cinemas was the website
8
Search engine optimization is a company or brand achieving the
highest position or ranking practical in the natural or organic en-
tries on a search engine ( Google for example) after a specific
combination of words or key phrases have been entered.
Search engine mar-
keting is regarded as the
most important digital
marketing channel for
customer purchase. It is
the process of gaining
traffic from our visibility
on search engines.
SERPS (Search engine re-
sults page) determine the
list of web pages in re-
sponse to key words.
In the case of the cinema
sector, it is Cleary
demonstrated that Vue,
Odeon and Cineworld
rank within the top three
of the SEO.
Vue is ranked first on the
search, meaning that
traffic is most likely di-
rected to that website.
With Odeon second and
Cinewolrd following
after.
Search engine marketing
9
PPC
Paid per click is comparable to conven-
tional advertising. When a user of a
search engine types in a specific phrase,
a related text ad, with a link to a compa-
ny page is displayed for them. Each PPC
key phrase needs to be managed individ-
ually in order for the bid to remain com-
petitive and for it to be in the top results.
Advantages:
The advertiser does not have to
pay for the ad to be displayed
It is highly targeted
Good accountability
Listings are posted fast
Simpler than SEO
Disadvantages:
Competitive and expensive
Not appropriate for all companies
Requires knowledge
Time consuming
Not used by a lot of users
Search engine marketing
It takes a long time to give
ROI
Requires a lot of design and
development effort
The results are difficult to
measure
There are advantages and disadvantages of
using SEO:
Advantages:
Ensures that you and your company
are found globally or regionally by
those who require exactly what you
offer.
Increase the visibility of your web-
site in search engines
Bring a higher return on your in-
vestment than any other type of
marketing for your company.
Cheaper and long term solution
than any other search engine mar-
keting strategy
Disadvantags:
An example of PPC. When Odeon is
typed into the search engine the con-
textual ads are displayed around the
main link.
10
Search engine marketing
Google analytics
Google analytics can improve
SEO. This cab help to track traffic
to a companies website. This can
be used to see if traffic is increas-
ing or decreasing.
Advantages:
Allows ease of use for
tracking traffic
Check numbers number of
visits
Helps to understand the
journey of customer use
Disadvantages:
Hard to tell where you
rank for particular words
No indication of how much
EXTRA traffic you could get
with any given key word
Hard to cross reference key
words
Meta tags (HTML)
HTML meta tags are officially page data tags that lie between
the open and closing head tags in the HTML code of a docu-
ment.
The text in these tags is not displayed, but tells the browsers (or
other web services) specific information about the page. Simply,
it “explains” the page so a browser can understand it.
Advantages:
Search engines are able to know about your web
pages and serve your pages according to search quires of
users.
Users are able to know about your page's content
when they find your page through search engine.
Proper meta optimization also helps in improve-
ment of PR
11
Online PR is all about maximising; from
the use of third party websites of which
are likely to be visited by the target au-
dience, positive mentions of your com-
pany, products, brands or websites.
According to Dave Chaffey (2008) one
important part of this is online reputation
management, which is controlling the
reputation of an organisation through
monitoring and controlling messages
about that organisation.
When looking at online PR, there are
four different types of activities involved,
which can put into four different catego-
ries; displayed in the chart below.
Differences in tradition and online PR
There are significant differences between traditional
(offline) and online PR. These have been identified
by Ranchhod et al (2002).
The audience is connected to organisations
By using traditional PR this meant that
audiences only had a small pipeline
for communicating back to institu-
tions. Online has helped to change
this.
The members of the audience are connected
to each other.
Online PR allows rapid distribution of
information from person to person
or group to group.
The audience has access to other infor-
mation.
Online PR rather than offline, makes it
easier for average audience mem-
bers to analyse information and
challenge rapid comparisons and
statements.
Audiences pull information.
Many sources of channels in terms of television and
press, which were not available before make it more
difficult for the message to be seen clear. Traditional
PR made the message easier to stand out.
Search Marketing activities (SEO)
Inbound Link-building
Content creation
Blogs
Feeds (RSS)
Press releases
Influencing media owners
Brand engagement activities
Surveys and polls
Audience research
Social media includ-ing user- generated content
Own blogs and communities
Influencing media owners blogger rela-tions
Buzz- building activities
Propagating cam-paign ‘big idea’
Web editorial con-tacts
Viral marketing
Press and social media releases
Influencing media owners and blogger relations
Brand protection activities
Social media moni-toring and response
Influencing media owners an blogging relations
Negative SEO
PPC protection
Online PR
12
Online PR/ Social media
Social media has changed the way in which products and services are marketed to con-
sumers. Popular social platforms are a great way to find out trends within the market
with a wide range of people. Here are some of the advantages of using social media:
Trust – When users share your content with their contacts online, those recipients
see the content as coming from a trusted third-party source i.e. someone in their net-
work. They are therefore less likely to dismiss it as a simple marketing message.
Speed – If one of your messages resonates with users and starts to pick up some
steam, you’ll know almost instantly. All social media platforms have search facilities or
third party tools available that can get you data on who’s mentioning you and how
often.
Authority – The ultimate aim is to become a trusted source of information and con-
tent within your area of expertise. Building a community of contacts who trust and
respect you as a source will influence other users online who are connected to this
community – from there, the momentum can only grow.
Cost – If you can combine inventiveness, creativity and honesty, coming up with
content that users will want to share can cost you practically nothing. Once the mes-
sage is out there, it costs you nothing when others pass it on. Compared to some oth-
er forms of marketing, that’s pretty cheap.
Responsiveness – Social media isn’t a one way street. You can enter into a dialogue
with your network, responding to their enquiries, recommendations, suggestions etc.
This makes social media not only a marketing tool but a customer service and image
management tool as well. Why wait for a PR company to get into gear over a news
story or reputation damage when you communicate with your audience directly?
13
Online PR/ Social media
The application had to
uniquely align the film
with Cineworld in order
to encourage users to go
and see the movie in
their theatres, allowing
them to book tickets di-
rectly from the page.
The campaign needed to
be supported by distinc-
tive point-of-sale and
magazine content.
Cineworld online PR
In 2012 the launch of
the film Avengers
came to cinemas in
the UK. Cineworld
produced an engaging
Facebook application
to create excite-
ment around the re-
lease of Marvel’s
Avengers Assemble in
UK cinemas.
Phase 1: 4 weeks be-
fore release a face-
book application was
developed that ena-
bled users to ‘bring
Hollywood home’ by
voting for a local cine-
ma to host one of five
regional premieres of
the film, and sharing
their vote with their
friends. They then
tracked how success-
ful users were in shar-
ing, with the most
successful sharer win-
ning tickets to the
London red carpet
premiere!
The campaign, named ‘Cineworld Avengers as-
semble’ was made up of two phases:
Phase 2: 2 weeks be-
fore release a game
was developed which
encouraged users to
join their own regional
Avengers team. Each
team had its own Face-
book page, and users
could score points for
their team by engag-
ing in content and
playing games. Region-
al winners were re-
warded with a Cin-
eworld Unlimited card,
with the overall win-
ner receiving a home
entertainment system. The results were as followed:
Over 20,000 people actively engaged in the
games
Generated over 2 million page impressions
Viral reach of over 500,000 Facebook users
14
According to Dave Chaffey
(2008) viral marketing is ide-
ally an ideal that is clever,
shocking or highly informative for the viewer. This can consist of a video clip,
cartoon, song, funny picture or political or news related item. The main aim
being something that
people want to pass in to
friends and family to see.
The two main forms of vi-
ral marketing are best
known as ‘word-of-
mouth’ and ‘word-of-
mouse.’ Both of these
terms are heavily reliant
bon networks of people
to spread the word. This
can also occur in social
networks.
Justin Kirby (2003) sug-
gests that there are three
things that are needed for
a successful viral mar-
keting campaign.
Creative material- i.e. text, image and video
Seeding – i.e. blogs and chain e-mails.
Tracking- Monitoring the effect of campaign
Viral Marketing
15
ADVANTAGES DISADVANTAGES
Large audience- Caters to a larger audience Communication- Communication between friends and family to spread the message Cost effective- Compared to traditional advertisements it is a lot cheaper Fast- Faster at reaching customers than traditional ways Builds reputation- By the use of online promotions Customization- Can be customised to specific target audiences through social media channels
SPAM- Viral marketing can lead to significant SPAM issues Brand dilution- If the campaign is too complex, the focus of the campaign could be lost Negative buzz- May be interpreted wrongly as negative Hard to measure- Difficult to determine whether it is effec-tive
Viral Marketing
When viral goes wrong
An angry Odeon customer, post-
ed on Odeon cinemas Facebook
page to complain about extor-
tionate prices, poor service and
the lack of cinema experience
whist watching his film. The vid-
eo went viral, obtaining more
than 160,000 “likes” and over
14,000 comments.
The Guardian posted this news story
on its official Twitter account, asking
users to comment on the story. The
comments were mainly all negative,
agreeing with the angry customers
views; causing more backlash for the
cinema company.
16
Mobile has had a huge impact on how we pay,
view and use services provided to us. The way we
consume information has changed the way we
interact, read the newspaper and watch television.
Today we can access any kind of information 24/7,
wherever we are. This convenience allows us to
shop, pay for bills, do banking and connect with
friends and families by a touch of a button.
This has ultimately helped marketing productivity
and consumer engagement. Also driving traffic to
specific websites, by helping customers through
purchasing processes and services.
Mobile in the cinema/movie sector
The majority of internet-using consumers aged 16+ who
use a smartphone, tablet or portable media player are still
not entirely comfortable – or not in a financial position –
to spend money on mobile device applications.
A large minority – 35% – have only downloaded free appli-
cations onto their smartphone, tablet computer or porta-
ble media player.
Mobile
The movie sector have many free apps available
for movie fans who have smartphones, tablets and
laptops. Websites such as IMBD, Rotten Tomato
and Total Film are three of the most popular in
this market. These apps act as hubs of information
of the latest films reviews and news within the
movie sector. They also help to build traffic to
main movie websites such as Odeon, Vue and Cin-
eworld. These websites also have apps optimised
for mobile and tablets.
These are pictures of
IMBD and Rotten toma-
toes optimises for a
smart phone. These are
third party websites that
help to drive traffic to the
main cinema websites, by
giving movie times to
book tickets and reviews
to help choose the film
you want to watch.
17
Mobile
Opportunities of mobile
With a high amount of apps being downloaded, the cinema industry
also have taken the opportunity to expand their business by making
apps to help modern day customers. Odeon, Vue and Cineworld all
have apps that are free to download on smartphones and tablets.
Customer reviews have a high influence in which apps are better than
others to download, which are displayed when downloading these
apps. Below shows screen shots of some of these reviews, which help
consumers in their decision.
When looking at user reviews, Vue is the clear winner of mobile apps. The re-
views are mostly positive, which is a complete contrast to that of Odeon and
Cineworld. Some users describe them as ‘Rubbish’ rating it 1 star. However Vue
has been given 5 star reviews, with one user saying ‘ really useful.’
18
Opt in E-mails Opt-in email is a powerful online communications tool and an excellent
way to use direct marketing with consumers/viewers permission. This
allows a targeted message or important news to be sent
to the target audience and it is almost certain that they
will read the headline of the message or visit the web-
site. One thing to avoid with opt-in emails are is being
recognised as SPAM or junk mail. No one likes SPAM mail
in their inbox, it is annoying, and never gets read. Before
starting e-mail newsletters and messages with consum-
ers, companies ask them to give them their email ad-
dress, with the consumer willing to do this; it shows they
To attract and gain for viewers
for your website, there are
three key ways to do so;
COLD E-MAIL CAMPAIGN: It is
possible to use a list of emails
that have opted-in for another
companies online newsletter,
this can be a useful tool be-
cause if people read the email –
if it is relevant to them, they
can choose to subscribe to
more newsletters. However,
there is always a chance this
could be recognised as SPAM
mail.
CO-BRANDED
EMAILS: The recipi-
ent receives an
email with an offer
from a company they have strong loyalty
to, for example; if two companies part-
ner together and have special offers for
existing customers – they could advertise
this on their e-mail newsletters, and both
companies will be able to use this to
reach new subscribers.
THIRD PARTY E-NEWS LETTER: This is
when a company advertises itself in a
third party online newsletter. Recipients
would have had to sign up for emails
from third parties. It could be sent in the
form of an online ad, promotion, or
sponsorship from another company.
19
Opt in E-mails
MYVUE.COM
Myvue.com, do not
use the opt-in email
tool but you get a
chance to register with
them online to receive
recent movie news,
special offers, being
able to rate and review
films and be entered
into exclusive competi-
tions.
This cinema website offers
recipients, a lot more in-
centives and services than
just a weekly e-newsletter;
this could be a big attrac-
tion to register with the
company. However, they
ask for a lot more personal
details than just an e-mail.
This could put consumers
off, as people are some-
times reluctant to give out
personal details on the in-
ternet.
ODEON.COM
With Odeon’s website, it is much
simpler to opt-in for their email
newsletter and services. Although
the company ask for the same in-
formation it is displayed in a more
minimalistic layout, with fewer
boxes to fill in on the online form.
This could be more attractive for
consumers, as it is seems less time
consuming, and the company still
advertise that subscribers will re-
ceive the name benefits as MyVue
offers such as; competitions and
prizes and special offers.
CINEWORLD.COM
Cineworld.com’s register page
has a simple layout and a clear
banner telling customers they
are able to connect their Face-
book account to their Cineworld
online account. This is an excel-
lent way to gain subscribers and
increase website traffic. If the
customer links their Cineworld
account to Facebook, everyone
on their friends list will see their
activity with the site; what films
they like, what films they have
seen and other website activi-
ties. This will encourage other
Facebook users to click on the
site and possibly register and
connect with their Facebook
account as well.
A disadvantage to the Cineworld website is that they do not state
what the customer will receive in the emails. MyVue and Odeon have
both displayed that the customer will receive promotional offers,
newsletters and news about competitions and prizes. Cineworld have
given no incentive on the register page for people to join the sites opt
-in email list.
20
Online Ads Banner adverts play a very important role in internet
advertising. This isn’t just an effective way for traffic
building on a website, but also to drive sales as well.
The online advertising is continuously growing each
year with more and more companies now allocation a
significant portion of their marketing budget to online
ads, and banners. Advantages of this e-marketing tool
are; companies are able to easily design different ads
to target different consumers, it is easy to track online
advertising campaign performance and it is easy to
This bar graph shows how online advertising is becom-
ing more and more popular as a marketing tools over
the recent years, and predictions for the future.
This graph shows the online advertising market share, and
where it is most effective to place an online ad or banner.
MyVue, Odeon and Cineworld tend to not
use online adverts and banners much in
their online marketing campaigns. A rea-
son for this could be due to the fact that
the cinemas encourage online visitors but
ultimately want people to visit their cine-
ma and experience watching new films at
their venues. Instead of promotional offers
on website banners on other websites,
search engines or on Facebook,
they use such marketing in tech-
niques offline like, in newspapers,
magazines or on promotional
product packaging at the super-
market.
21
Online Ads
This is an example where Odeon.com has
used a banner to advertise a current film:
This is linked to the narrative of the website, and aims to encourage people to see this film at
an Odeon cinema. When consumers associate this website banner with the Odeon website,
this could persuade them to book tickets online to see this film or something else they wish to
watch. This is an effective way to gain views for the website and in store sales.
22
Conclusions & Recommendations
Market Situation
Although more films are be-
coming downloadable, and can
be viewed on the internet
through services such as,
Netflix and LoveFilm, going to
the cinema is still seem as
something very social and an
entertaining activity to indulge
in on a weekday evening or
weekends. To order cinema
tickets online is becoming
more and more inviting as Cin-
eworld and other major retail-
ers are offering a 10% off pro-
motional offer when tickets
are booked online. This will
cause amazing increase of
traffic building on cinema web-
sites and drive consumers
online rather to book tickets in
stores .
SEO (SEARCH ENGINE
OPTIMIZATION)
For the UK cinema indus-
try, this remains a strong
factor to their traffic
building. Positively the
cinemas coming up in
Google as top three to be
searched are, My Vue,
Odeon and Cineworld.
This ultimately drives
traffic towards the cine-
ma websites and will
drive sales to the cine-
mas, online and offline.
Online PR
This is a strong factor for the
cinema industry. With online PR
the consumer comes face to
face with what they are looking
for and it is much easier to asso-
ciate a product/service with
relevant content from a website
to drive traffic towards the de-
sired website. An effective way
this was carried out was when
Cineworld promoted The
Avengers film online and con-
sumers were able to directly
order cinema tickets to see the
film from the online promotion-
al advert. This encourage a
boost in sales for the cinema
but also for the films box office.
Viral Marketing
This has proven to
sometimes be a disad-
vantage to cinema
websites as unhappy
customers have post-
ed negative com-
ments and opinions
on the cinemas Face-
book pages and have
received a lot of views
and Feedback on this.
This gives cinemas a
bad reputation on the
online world and
could encourage con-
sumers to look else-
where to see their
favourite films.
Recommendations
Although the MyVue, Odeon
and Cineworld are the top
three UK cinemas, there are
ways in which they can maxim-
ise sales and increase traffic
building on their websites. A
way in which they could in-
crease traffic building is
through online advertising and
website banners. By creating
more on these ads on other
websites such as, Facebook and
possibly movie websites – this
will encourage consumers to
visit their website if it is pro-
moted on another, and per-
23
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