Workshop for cinema exhibitors Mobile phones and Internet: will they increase admissions? Presented by: Emanuele de Plano – Tix. OS www. Tix. OS. 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. Tix. OS. com
What are the objectives? • Provide information • Promote and advertise • Sell tickets • Encourage loyalty • Collect information www. Tix. OS. com
What channels are available? • Online sales and information (Web, WAP, SMS…) • SMS promotions and marketing • Loyalty and memberships www. Tix. OS. 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. Tix. OS. 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. Tix. OS. 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. Tix. OS. 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. Tix. OS. com
Web based customer relations management – e-CRM • Registering your online visitors • Direct e-mail • Questionnaires • Promotions • Building communities www. Tix. OS. com
What does tomorrow hold? www. Tix. OS. com
Future channels • 3 G telephony – Virtual tickets – Alternative payment/billing options – Location services • Interactive digital TV • Web services www. Tix. OS. com
3 G telephony (source: Alcatel) Select film…. Watch trailer, buy ticket… Guided to theatre…. Use phone as ticket…. www. Tix. OS. com
What are the requirements? • Clearly defined long term strategy, budget and forecasts • Ownership and control of costs, strategy, brand 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. Tix. OS. 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. Tix. OS. com
The Tix. OS 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 3 rd party interfaces and online channels – Cinema branded Tix. OS web channel under revenue share deal • Multi-platform java applications • Consultancy and project management www. Tix. OS. com
Case Studies • movietickets. com • Warner Village, UK • Vizzavi ticketshop www. Tix. OS. com
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Vizzavi ticketshop www. Tix. OS. com
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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. Tix. OS. 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. Tix. OS. com
Questions and discussion www. Tix. OS. com
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