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CASE STU D Y
Case Study
Company Overview
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With over 3,200 screens in 200 cities around the world and 25k employees, Cinépolis is the 4th largest movie theater chain in the world. The Cinépolis Luxury Cinema concept was conceived in 1999 and brought to the US Market during the summer of 2011, o ering guests in Southern California perks such as reserved seating, premium leather recliners, full bar service, in-theater dining, exclusive amenities and exceptional customer service. As of today, Cinépolis Luxury Cinemas operates 10+ locations across the US, some of which are top national performers.
Cinépolis Luxury Cinemas continues to revolutionize the movie theater industry worldwide and redefine the concept of "Dinner and a movie" from the inside out.
My Role & Responsibilities
I was in charge of all Marketing and Food & Beverage activities for Cinépolis, including: research, planning, strategy, budgets, vendor relations, training, project execution & evaluation, analysis and constant optimizations. Managing all day-to-day operations with the help of a small in-house team of 3 direct reports. All digital services (Web & Apps) were outsourced to an international award winning agency, while design and social media were handled by 2 local boutique firms.
Before I came on board, marketing activities were being performed by the operations team based on a generic plan provided by the Mexico-based Marketing sta . After performing a detailed analysis of industry/market research and customer insights, my team and I concluded that a complete rebranding strategy could successfully tropicalize and position the Cinépolis Luxury Cinema brand in the US market. This plan was approved by the CEO and put to action starting 2012. Everything was changed: Logo, website, food & bar menus, creative assets, media strategy and all internal communications. Everything was created from scratch, including mobile apps, a brand persona and a catchy slogan.
By the end of 2013 online ticket sales increased by 220%, Social Media fan base by 230% and ROI on digital media by 80%. All marketing activities were streamlined to ensure brand integrity across all communications and media channels.
