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MARKET SECTOR DIGITAL REVIEW REPORT IRISH CINEMA INDUSTRY TEAM 4 Clare McCourt 11483348 Iman Mann 11520987 Laura Mooney 11488822 Shauna O’Sullivan 69674713

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Team 4's presentation on digital marketing. The cinema industry and its market.

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MARKET SECTOR DIGITAL REVIEW REPORT

IRISH CINEMA INDUSTRYTEAM 4

Clare McCourt 11483348Iman Mann 11520987

Laura Mooney 11488822Shauna O’Sullivan 69674713

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Introduction

Our report will conduct an analysis of the Irish Cinema Industry.

We will compare Vue Cinemas, The Irish Film Institute, The Savoy Theatre, Cineworld and The Odeon.

Methods of analysis include a website review, social media review, mobile review and BOSS metrics reports. All blog posts can be found in the appendices. The cinema industry entertains viewers with first to preview films and great location that are easily accessible.

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Market Overview

The Irish Cinema Industry is a huge industry today. Due to the current economic climate, a trip to the cinema is seen as affordable.

The key players of the industry include Vue Cinemas, The Irish Film Institute, The Savoy Theatre, Cineworld and The Odeon.

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Brand Review

Vue Cinema

Vue Entertainment is a world class operator and developer of modern state-of-the-art multiplex cinemas. Vue Entertainment has 116 cinemas across the UK, Germany Ireland, Denmark, Portugal and Taiwan. It has over 1100 screens and over 230,000 super comfortable standard and luxury VIP seats. Vue won the prestigious award for 'International Exhibitor of the Year' at Cinema Expo. Tim Richards was bestowed with the highly acclaimed Ernst & Young’s Entrepreneur of the Year award. Many companies can advertisement with Vue to promote brands and engage with the customer audience. There are many careers at Vue cinemas and the application process is very simple, one can search for current vacancies and careers at Myvue.com and register for Vue job alerts via e-mail. Customers can sign up for a Vue account online to avail of various services such as Gift cards, Competitions and prizes, Upgrades, Special events and Movie news.

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Brand Review

The Irish Film Institute

Founded 1943, the IFI was previously named the National Film Institute (until 1982). It is located at 6 Eustace Street, Temple Bar, Dublin 2 and has 3 Screens. The IFI provides its audience with the opportunity to see films that would not generally be released to cinemas in Ireland. The IFI differs from other cinemas in that they deliver curated seasons, festivals and events and films that may be disregarded by other commercial cinemas. The IFI show a wide range of films including the finest independent movies, foreign films and also Irish films that may not be generally released. Every year, the IFI hosts various festivals including the IFI French Film Festival, IFI Horrorthon, and IFI Family Festival. The IFI also has a Café Bar that serves Lunch and Dinner to allow customers to make a day out of the IFI experience.

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Brand Review

The Savoy Theatre

The Savoy theatre has hosted the Irish premières of many films, with many stars walking the red carpet . The Savoy is also used during the Jameson Dublin International Film Festival, and is mainly used for big-event screenings such as opening and closing night shows. The cinemas themselves are great - big comfy seats, spacious legroom, top of the range sound system and massive screens’, ‘All in all - if I want to watch a movie, this is the first place I will look at show times from now on’ and ‘The Savoy and the Screen still hold that special. The Savoy Theatre today is as busy as it ever was in the past and is now used for film premieres complete with the red carpet and Hollywood movie stars. The Savoy Theatre is one of Dublin’s oldest cinemas. It continues to hold its reputation for its beautiful architecture and that special nostalgic experience.

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Brand Review

Cineworld

Cineworld being one of the most popular cinemas targets people ranging from all ages. With their range of movies and also being one of the largest cinemas based in Ireland, they have the ability to hold all the movies that are currently out. It was opened in 1995 by Virgin Cinemas as Virgin Cinemas Dublin. Cineworld is UK’s number one multiplex cinema chain. It also produces an Unlimited Card which allows loyal customers to watch unlimited movies for a whole month or a year pass.

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Brand Review

The Odeon

The Odeon was founded in the UK in 1930. previously known as UCI the Odeon first opened in the outskirts of Dublin in 1990. The Odeon is the largest cinema chain in Europe and now has 10 cinemas in the Republic of Ireland including Blancherstown, Stillorgan, Waterford and Limerick.

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Website ReviewVue Cinema’s website is easily accessible and easy to use. It gives all information on cinema times, movie information, movie news, upcoming events and prices. One can register for a Vue account to receive job alerts and updates of VIP events.

The Irish Film Institute's website is easily accessible, it meets all the necessary requirements of a successful website and is ranked highly with Google when several key words are typed into the Google search bar. One error in the website is that the twitter icon that links customers to their twitter page does not in fact direct you to their twitter page.

The Savoy Theatre’s website wouldn’t be as eye catching as other competing websites. The Savoy’s website is generally very easy to navigate. It seems to be fairly basic including exactly what you need when browsing for cinema times, ticket prices, opening hours etc.

Cineworld website is easy to navigate from page to page and shows images of upcoming releases and popular movies that are currently showing. You can also purchase an unlimited card or gift card and explore what Cineworld has to offer.

The Odeon The Odeon website has a modern design with bright colours and sharp imagery making it easy to navigate. The website provides the customer with all the basic services. Customers can avail of their premiere club.

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Social Media Review

Vue Cinemas have official Facebook and Twitter pages to promote their brand and keep their customers informed.

The IFI has accounts for all of the popular social media websites, including twitter, Facebook, LinkedIn, YouTube, BlogSpot and Flickr. It also has links and icons to all their social media outlets on their website making it easily accessible to customers.

The Savoy twitter page needs a lot more attention. They do not update their twitter as regularly as they should. They only have 645 followers which means they could do with getting their twitter page more popular.

Cineworld has its’ own Facebook page, Twitter account, website, YouTube account. Cineworld tweets about its latest movies and also promotions and allows for followers to tweet back. Cineworld has the highest amount of fans in comparison to VUE, Savoy and the IFI.

The Odeon has accounts for all major social media websites including Facebook, Twitter and YouTube. They have an active twitter page with 14,400 followers who can ask questions on new releases.

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Mobile Review

Vue Cinemas have a mobile app for android phones and smart phones. It is free to download from their website myvue.com. The app is very convenient and popular. One can purchase tickets and download videos also.

The Irish Film Institute and The Savoy do not have a mobile app.

Cineworld has its own mobile app which apple and android users can download. However there is limited options on this app.

The Odeon has its own app available for all iPhone and android devices. The app allowed you to find your nearest cinema, show times and purchase tickets.

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Boss Metrics Review (Twitter)

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Boss Metrics Review (Twitter)

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Boss Metrics Review (Facebook)

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Boss Metrics Review (Facebook)

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Facebook Top Stories

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Report Promotion

To promote our blog and our opinions we posted our review through our blogs and our social networks. We also shared our review on socialmedia.ie and made a YouTube video.

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Conclusion

This report conducted an analysis of the Irish film industry. Throughout this report we compared Cineworld, the Irish Film Institute (IFI), the Savoy Theatre, the Vue and the Odeon. Vue Cinemas could host a larger range of events along with a loyalty system to reward their customers. The Irish Film Institute and The Savoy could improve by creating a mobile app for customers. Cineworld could improve their quality of seating. Throughout this report our team maximised its strengths, bringing out the best in each team member. We were enthusiastic and creative in our approach to this report and are all very happy with the result.

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Team Profile

My name is Clare McCourt and I am currently studying an honours bachelor degree in business and management (BBS) at National University of Ireland, Maynooth (NUIM).

My name is Shauna O’Sullivan and I am enthusiastic, motivated, creative, open minded, organized, productive, efficient and outgoing.

My name is Iman Mann, I am a 19 year old student studying an honours bachelor of business studies degree in National University of Ireland, Maynooth. Self-motivated, organised, team worker, innovative and hard working.

My name is Laura Mooney, I am 19 years old and I am a second year student in NUI Maynooth, studying Business and Management