impulse buy for trailer movies
DESCRIPTION
Impulse Buy for Trailer Movies. ( Fandango / Nielsen for theatres ). Dr Wes Boudville [email protected]. 1) Theatre new revenue = Sell trailer movie tickets 2) Sell sales data to studios. Problems. a. Patron likes trailer => cannot buy ticket to movie - PowerPoint PPT PresentationTRANSCRIPT
Impulse Buy for Trailer Movies
1) Theatre new revenue = Sell trailer movie tickets
2) Sell sales data to studios
Dr Wes Boudville [email protected]
( Fandango / Nielsen for theatres )
Problems
a. Patron likes trailer => cannot buy ticket to movie
NO IMPULSE BUY
b. Trailer = hard to measure efficacy in theatre
[ Focus group = possible biased opinions ]
c. What goes into TV commercials for movie ?
Major Theatre Markets (2012)
US / Canada 10.8
Japan 2.4
Germany 1.3
UK 1.7
Total 15.2
$ billion
2nd screen Projection screen
..phone
patron
Inside Theatre
Trailers + movie
2nd Screen
$
TrailerMovie
# ticket Threshold
Prices
10
15 20
2 18
129
Hunger Games
Planet of the Apes
Battleship
10
10
10
Method
1. Patron scans barcode
2. Gets theatre page for trailer movie
3. Buys ticket
4. counter increases
5. counter = threshold => $ falls for everyone who bought ( Volume discount ~ Groupon )
Threshold = Force multiplier = feedback loop = for patron who has not bought yet = Gamify sales
Advantages
1. Theatre can adjust discount and threshold [ unlike Groupon ]
2. Each theatre is a psychology lab. [ Testable hypotheses ]
Example - A/B Testing
Movie has romance and action. Studio makes 2 trailers.
Romance trailer sells more tickets =>
a) Theatre shows romance trailer more
b) Studio makes TV commercials and billboards with romance theme
c) Studio adjusts plot in final release [ in extreme cases ]
Advantages
1. Method is like Google contextual ads
Context = Patrons pre-qualified
Already bought ticket to movie =>
Able + willing to go to theatre
2. Patron buys ticket to trailer movie =>
2a. Repeat customer [ theatre knows 2 purchases ]
2b. Electronic purchase for future event =>
Theatre ask email addressFor reminders + future sales [ eg. Netflix ]
[ Know your customer ]
US Patent “Dynamic Group Purchases Using Barcodes”
( 2012 )
Passed exam by South Korea Patent Office =>
Patents Pending
Japan
Germany
UK
Intellectual Property Scope
100 years of trailers, no innovation of buying in theatre =>
a. PTO awarded patent on 1st Office Action [ fast ]
b. Easy to prosecute infringers
c. patent has broad scope
[ unlike patents in search, social networks, auctions ]
Competition
Movie rentals - Netflix, Blockbuster, Redbox,
Apple, Fandango
Amazon
Ratings - Nielsen
Second use – Outdoor Group Purchases
Locations = crowds
Rose Bowl, Coliseum
Nightclubs, Sunset Strip,
Nokia Live / Staples Center
Convention centers
Colleges
Items = maybe related to location
= gamify to spur sales
Flatbed truck with electronic billboard
$
110
140
45
15 20
2 18
129
Cowboy hat
Gucci handbag
Glenfiddich
Park near Crowd