• SPECIAL STORY • BARRIERS TO GOING TO MOVIES
Barriers: When asked why people had NOT visited in the last 12 months: 54% said it was expensive; 27% sought time pressure as a reason; 23% said they had other responsibilities; 17% said it was the film choice and 11% said movies do not match their schedule. Why people HAD visited in the last 12 months: 49% go to relax and unwind; 30 - 39% go to enjoy with family and friends; 34% go to indulge; and 26% go to socialise. The research also highlights the drivers of going to movies: •
The film offer (94%)
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Technical quality (93%)
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And very low down the list: the Ambience (9%). While the overall ambience is a driving factor for only 9% of the moviegoers, 80% believed it is an important aspect.
Conclusion: The film offer and technical quality are the major drivers, and there is a massive opportunity to drive cinema experience, which is currently perceived as very poor! "The structure of the Coca-Cola presentation is based on PITA model (Population, Incidence, Transaction Size and Amount)," informed Corinne Thibaut and added "The model proposes: Drive more people to the movies; Entice more people to buy cinema and F&B; Incentivise people to buy more; and finally Persuade people to spend more."
Strong Correlation between F&B Consumption and Visiting Cinema Analysing the consumer profile of those who consume F&B at cinema has revealed some facets that can be of practical significance to cinema owners. Those who consume more F&B: •
Have a younger age profile
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Go more often to the movies
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Have a higher intent to visit
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Have a more positive evaluation of the overall experience
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September-October 2015
MOTIVATIONS FOR GOING TO MOVIES
This clearly indicates that people consuming F&B are highly important customers to the cinema exhibition industry. Barriers to F&B Consumption: Why people had NOT purchased in the last 12 months: expensive (58%); lack of variety (20%) and unnecessary (20%). The missing link where one can make a difference is tapping the 55% who haven't visited cinema.
Overcoming Barriers Pricing - Improving the Value for Money Perception The research indicates that 54% of people had NOT been to the movies due to prices! People feel nervous about spending too much when they go to movies. Moviegoers who had visited in the last 12 months said: •
Price is an important aspect (88%)
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Cinema is rather expensive (50%)
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Movie-going offers value for money (10%)
The enormous success of 'Cheap days' (almost as big as the Saturdays!) demonstrates the price elasticity. But discounting doesn't have to be the solution: •
All inclusive packages can help improve the value-for-money perception.
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"Also, the principle of "Expandable Consumption" can apply, where pre-paid cards can drive admissions without discounting aggressively," said Corinne Thibaut. For instances, if consumers have more beverages
stocked at home, they would consume it more frequently hence the multi-pack packaging works! The same principle applies to movie going. •
Finally, "Satisfied or money back": this innovative offer in cinema has been successfully tested in France. If a moviegoer dosen't like the movie and leaves the auditorium within the first thirty minutes, s/he gets money back, making the investment low risk and thus driving admissions," informed Corinne Thibaut.
Time - Positioning Movie-going as a Full Evening Night-out According to the research, 27% of the people sight time pressures as a reason for not visiting cinema. But people DO have time (and money) for plenty of other activities. It's only that going to the movies has moved down the list, as there is increased competition in terms of leisure time activities such as surfing internet and relaxing at home. "Positioning movie-going as a full evening night out to capture more time and money is poised to make a difference," suggested Corinne Thibaut and added "The core idea is that new customers will visit provided there is a good implementation of F&B and entertainment. Cineplex in Canada is the best example! The entertainment company is diversifying its business beyond movies and deploying a 'social destination' concept, which will combine dining, gaming and live entertainment. Similar initiatives have been witnessed in Europe with Cinema Paradiso and ephemeral concept by MK2 in France, for instance."