OPERA AT THE CINEMA

Karen Van Riet

Marketing Manager

Kinepolis Group Belgium

Overview

• Mission statement Kinepolis

• History „Alternative Content‟

• History „Opera at the Cinema‟

• Concept 2011-2012

• Communication

• Profile visitors + results survey VUB/NT live

• Q&A

Mission statement Kinepolis

Mission :

• KG aims to offer the ultimate cinema experience

• To a vast audience

• In their multifunctional, family oriented and customer minded cinemas

• By offering the greatest quality

• Thanks to it‟s innovative & personalized approach

• Unique 3D technique and live transmission are available

-> Innovation & focus on clients = central

-> Create an experience, offer an added value to our customers

History „alternative content‟

July 2006:

Opening of Kinepolis Brugge – new cinema concept (seat detection, open foyer…)

Launch of first „alternative content‟ concept (XL Gaming)

2007:

Launch of 3D cinema

First high-definition satellite receiver systems installed

15/12/2007:

Launch of first season of „Opera in the Cinema‟

live transmission of „Roméo & Juliette‟ (Guy Joosten)

4 Belgian Kinepolis cinemas (Oostende, Antwerp, Brussels and Gent)

550 visitors

2011:

Culture at the Cinema: opera, ballet, theater, musicals…

Sport events, concerts, documentaries, television series…

History „Opera at the Cinema‟

Season 2007-2008: 7.730 visitors

Season 2008-2009: 21.910 visitors

Season 2009-2010: 46.058 visitors

Season 2010-2011: 50.688 visitors

Season 2011-2012: 38.421 visitors (with 6 more operas to come)

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10000

20000

30000

40000

50000

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Visitors

Visitors

Concept 2011-2012

• In collaboration with the Metropolitan Opera of New York (exclusivity in Belgium)

• Live transmission of matinee performances

• Digital transmission, in high definition

• Subtitling: UK (Dutch theatres)/FR (French theatres)

• Presales 3 formulas of subscription

– From 14/5: full season (€ 187)

– From 1/7: 2 composed formulas (6 operas: € 108 / 5 operas: € 90)

• Presales individual tickets (from 15/08)

– € 20 (normal) / € 18 (reduction)

• NEW: every Monday after the live transmission Kinepolis Antwerpen, Gent, Oostende, Kortrijk and Braine l‟Alleud show the recorded version for those who wanna see the opera again or missed the live version on Saturday (€ 12)

Concept opera evening

• Before the opera:

– Welcome drink: free glass of prosecco or juice

– Catering formula: qualitative sandwiches, sushi, small pasta dishes…

– Free leaflet with information about the opera

– Free cloakroom

– Introduction projected on the big screen (NL: Luc Joosten / FR: Patric Baton)

– Dedicated publicity trailer (≠ generic Brightfish publicity)

– No food or drinks allowed in the theatre once the screening starts

• During the break:

– „Behind the scenes‟ images (live), with interviews cast & crew

– Possibility to buy some snacks or drinks (based on catering formula)

It‟s all about offering a great & qualitative experience!!!

Communication

How to reach our audience?

• Online – Website: www.kinepolis.com/opera

– Dedicated newsletters to database opera lovers

• Print: – Internal: own publicity channels like seperate leaflets, programmation leaflet, A3

postering…

– External: partnership Plus Magazine + extra ads in newspapers

• Radio: – Partnership Klara (& Cobra)

– Partnership Musiq‟3

• Spot on screen in our theatres

• Specific deals with for example Davidsfonds, Willemsfonds, Oxypass,

Vlaamse Opera…

• But most important: WOM and PR!!!

+ cross-over promotion with theater & ballet

Profile visitors

Results of a survey held by Kinepolis during „Das Rheingold‟ (okt. 2010)

• 16% = 45-55 year

59,5% = older than 55

• 67% is high educated (university or college degree)

• 36% is retired

• 33% knows the concept through friends or family,

20% via the website

18% via press releases (rest = via radio, advertising, newsletters…)

Profile visitors

• Survey: online CSI that is sent out automatically to each online buyer of Kinepolis tickets

• NPS = Net Promotor Score, based on the question „how big is the chance you would recommend

this opera screening to your friends and family?‟

Titel Av. Score Resp NPS

Das Rheingold 86,44 180

Boris Godunov 82,81 57

Don Pasquale 92,7 159

Don Carlo 84,94 154

La Fanciulla del West 87,04 159

Nixon in China 83,17 63

Iphigénie en Tauride 85,85 106 37,74

Lucia di Lammermoor 93,91 174 70,69

Le Comte Ory 91,4 107 51,4

Capriccio 76,36 33 -18,18

Il Trovatore 95,31 128 62,5

Die Walküre 91,19 109 59,63

TTL AVERAGE 87,59 119 43,96

Results survey VUB*

• Opera in the Cinema reaches a „die hard‟ opera audience

35 à 44% who already frequently went to a (live) opera

• BUT we also attract an important segment of „opera lovers‟ who are still developping their interest in opera

18 à 23% only went 1 à 3 times to a classic opera and sees „Opera in the Cinema‟ as a perfect way to discover more about opera

• AND there‟s also an audience of 12% who only goes to „Opera at the cinema‟ (and never to a classic opera)

• Considered as a complete cultural experience: 61% indicates that they experience the live transmission as a “real live” opera

• Cross-over promotion to other cultural programms in the cinema = confirmed

28% of audience in BXL also goes to theatre and ballet

• Cross-over to movies = negative 50% doesn‟t go more to the movies, only 15% answers

Results comeback tickets Kinepolis confirm this result

* Thanks to Jolien and her team of volunteers / held in Kinepolis Brussels and Hasselt

Results survey VUB

66,70%

15,20%

30,30% 33,30%

6,10%

18,20% 15,20%

0,00%

10,00%

20,00%

30,00%

40,00%

50,00%

60,00%

70,00%

80,00%

Perc

en

tag

e r

esp

on

den

ten

(N

=77)

Redenen voorkeur ‘Opera in de cinema’ (Brussel)

49,30%

5,60%

22,50%

29,60%

4,20%

14,10%

31,00%

11,30%

0,00%

10,00%

20,00%

30,00%

40,00%

50,00%

60,00%

Perc

en

tag

e r

esp

on

den

ten

(N

=142)

Redenen voorkeur ‘Opera in de cinema’ (Hasselt)

Reasons to prefer ‘Opera at the Cinema’

Results survey VUB

37,10% 34,30%

5,70%

42,90%

28,60%

2,90%

0,00% 5,00%

10,00% 15,00% 20,00% 25,00% 30,00% 35,00% 40,00% 45,00% 50,00%

Perc

en

tag

e r

esp

on

den

ten

(N

=77)

Redenen voorkeur opera in concertzaal (Brussel)

21,20% 21,20%

5,80%

50,00%

30,80%

5,80%

0,00%

10,00%

20,00%

30,00%

40,00%

50,00%

60,00%

Perc

en

tag

e r

esp

on

den

ten

(N

=142)

Redenen voorkeur opera in concertzaal (Hasselt)

Reasons to prefer a ‘real’ opera

Results survey National Theatre*

• National Theatre in London has compared their audience of the normal

performances with those in the cinema theatres worldwide (NT Live)

• Result:

– cinema audience appears to be as highly educated as the classic audience, but

often has a lower income

– The experience in a cinema theatre is considered as very positive and

qualitative

* Thanks to Emma Keith

Conclusion

• For a small segment (12%) Opera at the Cinema offers an opportunity to discover opera – for the first time(new public)

• For most of the people the programm offers an opportunity to enjoy more of opera and to see performances they otherwise wouldn‟t be able to see

• Culture at the cinema has an interesting socio-cultural value, as it also reaches an audience that is highly educated but has a lower income

• Opera/Culture at the cinema is complementary to the real theatres and opera houses

• Opera at the Cinema attracts a very specific audience which isn‟t necessarily interested in going to a normal movie screening

• The experience during Opera at the Cinema stays crucial!

Q&A

Just shoot …