Does pricing work?Patrick Welsh, Marketing ManagerPhoenix Leicester

Introducing Phoenix

• Leicester‐based charity

• 2 screen independent cinema

• Digital arts NPO• 15 full time staff• 30 part time

Phoenix audiences

Competing in the crowded film market

• Strong competition for young audience – Multiplex– DVDs, online – Other family fun and education

• Aggressive price promotions

Summer film offer

• Attract families unfamiliar with Phoenix– Lead with mainstream kids films 

• Attractive bundled pricing– Adult + child ‐ £9.50 (2D)– 2 adult + 2 child ‐ £25 (3D)

• Family‐friendly promotion

Summer promotion

• Distributed flyer through 80 primary schools at no cost 

• Promoted through monthly brochure, email, website, PR

• Good value kids menu in cafebar• Result

– 13% of total audience – Versus normal 2% under 18s audience 

Half-term offer• More classic cultural film programme 

• Same pricing• Regular promotional channels only – Brochure , mailing lists etc

• Result – 4% of audience attended films

– Digital art workshop sold out

What do customers bringing children think of us?

• Facilities for children – 79% good or excellent

• Film programme– 79% excellent or good

• Art– 66% excellent or good 

• Pricing– 84% excellent or good 

What can we conclude?

• Pricing is one part of bigger picture– Need to be competitive to be considered

• Design product and experience for audience motivations– Summer offer for affordable family fun– Weekend films as routine ‘club’ – Creative film and art ‘making’ opportunities

• Use other channels– School trips– Grandparents

• Promotion– Word of mouth– Designed and distributed to attract attention and inspire action