jour 463 - cinespia presentation [team]
TRANSCRIPT
We believe the Cinespia is not just a fad because of its widespread appeal.
Hypothesis
The Cinespia phenomenon is not just a fad
because of its widespread appeal, and
something similar would work in other
locations.
Methodology
①survey
monkey
②email
interview
③content analysis
④observational
research
Methodology
● 10 questions○ 4 free response○ 2 discarded
● 114 maximum responses● USC demographic with outliers● Basic questions about Cinespia● From SoCal?
SurveyMonkey
Methodology
Email Interview: Jamie Katz Cinespia attendee
Q1: How did you first hear about Cinespia?“Wanted something cheap and fun.”
Q2: How often have you attended Cinespia?“Several movies, the all-nights, Breaking Bad finale.”
Q3: What appeals to you most about Cinespia?“Huge movie fan...love being outdoors.”
Methodology
Email Interview: Jamie Katz Cinespia attendee
Q4: Who do you attend with?“Roommate, friends, family.”
Q5: Social Media sharing?“Instagram and Facebook.”
Q6: How early do you arrive?“Early...street parking or Uber.”
Methodology
Email Interview: Jamie Katz Cinespia attendee
People are always looking for relatively inexpensive and fun things to do in Los Angeles and Cinespia
provides just that!
Methodology
Email Interview: Jay Boileau
VP & Director of Cultural Events Programming, HFCQ1: What do you look for in events?“Space and history...beautiful experience.”
Q2: Why did you decide on Cinespia?“Liked their approach to screen classic films.”
Methodology
Watching older movies is an act of remembrance.
Email Interview: Jay Boileau
VP & Director of Cultural Events Programming, HFC
Methodology
Content Analysis: Media Coverage● Only 10 articles in major outlets in
last 10 years
● Coded for both themes and key words
Methodology
Content Analysis: Media Coverage
Methodology
Content Analysis: Public Sentiment (Yelp)● Yelp reviews more comprehensive
than other social media● Time frame: 2014 summer season
(5/9 - 9/27)● 51 reviews● Coded for themes
Methodology
Observational Research
10/25: Beetlejuice(special occasion screening)
11/8: Blade Runner (standard experience)
Observational Research Pre-Show
● Doors open 1 ½ hrs before show
● Line forms 2-3 hrs before doors open
○ Chairs, friends, games and food while in line
○ Security present
Observational Research Doors Open (Pre-Show & Lawn)
● 5-min walk from front gate to Cinespia grounds
● Very large lawn with speaker system throughout
● No concessions (unexpected)
● Not many Cinespia staff
Observational Research Getting Seats (Pre-Show & Lawn)
● Blankets and chairs laid out on lawn
● Outside food, drinks and alcohol allowed
● Group size ranges from 2 to 6 people
Observational Research During Show
● Before show: personnel speaks about film○ Shoutout to film’s affiliates in audience
● Audience very quiet during show○ Noises looked down upon
● Very loud speaker system○ Clearly audible even from far seats
Observational Research During Show
● Audience very tuned into movie
○ Attendees stayed seated
■ Photo-booth closed during show
○ Moving through crowd made others upset
○ Late arrivals were shamed
○ Audience applause during film
Key Findings
SurveyMonkey
SurveyMonkey
Q: Given website explanation, would you go?
92%
8%
63%22%
15%
SurveyMonkeyQ: Do you think something similar
would work in different cities?
Q: Rate Cinespia experience - CUT
SurveyMonkey
Q: How did you hear
about Cinespia?
SurveyMonkey
SurveyMonkeyQ: What is similar/different from Cinespia and other outdoor movie screenings?
Cemetery ExperienceDJs
Outliers
Indie
Celebs
Eerie
Is there a difference?
Similar or different from other outdoor theaters
Would it work in different cities?
SWOT Analysis
SWOT Analysis
Content Analysis: Media Coverage
Content Analysis: Public Sentiment (Yelp)
Very little media coverage
“...Hollywood Forever's focus is continuums between the
living and the dead.”
Cinespia survives by word of mouth & social media
Lack of media coverage
Marketing Analysis• Social Media Promotions
○ Facebook: 91,343 Likes○ Instagram: 22.4K Followers○ Twitter: 17.4K Followers
• Primary Marketing○ Posts focus on announcements, event
recaps, photos and new screenings○ Also includes photos, quotes and
birthdays of famous film stars
Marketing Analysis:Social Media
Marketing Analysis:Word Of Mouth• Person to person communication (often
recommendation)• WOM marketing more important with social
media• Majority attended Cinespia due to friend’s
recommendation
Marketing Analysis:Word of Mouth
Expected Personas Actual
Challenges
● Main form of marketing: social media
○ Limited audience / hard to attract new fans
■ Must follow Cinespia to receive updates
■ Social following not very large
○ E.g. Cinemas on The Street @ Downtown Santa Monica:
32k Facebook Followers
Lack Of Marketing & Promotion
Challenges
● Word of mouth
○ Lack of buzz
○ Cinespia doesn’t begin conversation
○ Rely on attendees’ recommendations
● Lack of media coverage
Lack Of Marketing & Promotion
Challenges
● 38 of 114 responses INCOMPLETE○ Many questions skipped○ Inconsistency in number of
people who answered
● Not enough info about Cinespia from description○ “Don’t know,” “Can’t say,” etc.
SurveyMonkey
Challenges
● Responses● Finding attendees● Finding willing participants
Observational Research● Finding a date to attend● Transportation
Research
Challenges
● Attendees not chatty
● Cinespia’s “mysteriousness”○ Last-minute screening announcements○ Cult following: sold-out tickets○ Finding info: via online or interview
● Different methodology reach different audience groups
○ Results don’t necessarily coincide
General Challenges
Hypothesis Disproved
Geographics of Cities’ Main Historical Cemetery
= city’s center or downtown = main/ historical cemetery
San Francisco
Los Angeles
cc
c
San Diego, CA
Chicago
Geographics of Cities’ Main Historical Cemetery
● Special vs. Normal Screenings○ Demographic○ Set-Up○ Costuming
● All about the film
● All about the cemetery
Movie Screenings
FOR
● Concerts
● Movie Screenings
● TV Screenings
HFC: A Venue For Cultural Events
BECAUSE
● Unique
● Open-air
● Location
Context of Movie IndustryOther popular outdoor movie screenings in L.A.:
Outdoor screening is only one of many ways to watch a movie:
● Movies: long been popular leisure activity
● Lower movie theater attendance, but total movie watching still around same
Context of Movie Industry
Fave leisure activity -- Harris Interactive Poll, 2013 (U.S. adults)
the end
cinespia team: anna ovaert, lauren camp, melissa martino, shuwen zhang