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Workshop for cinema exhibitors

Mobile phones and Internet: will they

increase admissions?Presented by: Emanuele de Plano – TixOS

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Overview• Internet and mobile phones - new

sales and marketing channels?• How can they be used by cinemas?• What tomorrow holds in stock…• What is required to implement?• Case studies• Questions and discussion

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What are the objectives?

• Provide information• Promote and advertise• Sell tickets• Encourage loyalty• Collect information

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What channels are available? • Online sales and information (Web,

WAP, SMS…)• SMS promotions and marketing• Loyalty and memberships

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Are they used today by cinemas?• US Exhibitors setting up online channel JV’s• First proven online and WAP success stories• Film web sites – great awareness and

community builders • Online and SMS promotions led by

distributors• Multitude of loyalty and membership schemes• However, little use is made of collected

customer data

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Online sales and information• Providing a higher service level• Selling additional services • Capturing extra information• Extending reach of distribution and

information • The right channels for your target and country• Revenue management: could it generate extra

sales?

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SMS promotion & marketing• Putting forward special offers and

promotions• Games and prize draws• Selling unsold tickets• Referral to a friend – viral marketing• Capturing numbers – collecting data

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Loyalty and memberships

• Great way to identify unique customers• Stored values – pre-payment cards• Frequency and spend rewards - points

based schemes • Unlimited use / subscription cards• Customer segmentation cards • Third party partner joint membership

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Web based customer relations management – e-CRM • Registering your online visitors • Direct e-mail• Questionnaires• Promotions• Building communities

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What does tomorrow hold?

W A P

S M S

T e lephone IV R

3G T e lephony

In te rne t

19 9 6 2 0 00 20 0219 98 20 0 4 20 06 20 08 20 1 0

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Future channels• 3G telephony

– Virtual tickets– Alternative payment/billing options– Location services

• Interactive digital TV• Web services

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3 G telephony (source: Alcatel)

Select film…. Watch trailer, buy ticket…

Guided to theatre…. Use phone as ticket….

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What are the requirements?• Clearly defined long term strategy,

budget and forecasts• Ownership and control of costs,

strategy, brand and customer data• Open and flexible box office systems

connected to a central server• Cost effective fulfilment and payment

systems• Buy in from your operational staff

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Implementation challenges• Box office integration and

communication infrastructure• Interrelation between services

offered to customers• Customer support problems• Reconciliation payments• Distributor transparency• Data protection issues

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The TixOS solution• Centrally hosted database and application

accessed via the Internet• Low-cost box office application based on a

rental service contract• Online channels and loyalty – 2 options:

– Supplied API to develop own or 3rd party interfaces and online channels

– Cinema branded TixOS web channel under revenue share deal

• Multi-platform java applications • Consultancy and project management

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Case Studies• movietickets.com• Warner Village, UK• Vizzavi ticketshop

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----Vizzavi---- ticketshop Select an event type: Cinema Theatre Music Sports Club Other Information ------------ entertainment Vizzavi home

----Cinema---- Top 10 New Releases Find a cinema Search for a film [...] Search Search for a cinema [...] Search Information ------------ ticketshop entertainment Vizzavi home

----Top 10---- Planet of the Apes Harry Potter and the Philsophers Stone Shrek ... Search for [..] Next> <BACK ------------ ticketshop entertainment Vizzavi home

Vizzavi ticketshop

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----Films---- Shrek (Rating) Find a cinema ------------ ticketshop entertainment Vizzavi home

----Cinema---- Ealing Odeon Ealing UCI Fulham Odeon Wimbledon Odeon ... ... Next> <BACK ------------ ticketshop entertainment Vizzavi home

----Date---- Shrek is on at Wimbledon Odeon: Today Tomorrow Tuesday 8 March Wednesday 9 March Thursday 10 March Search for [..] Next> <BACK ------------ ticketshop entertainment Vizzavi home

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----Time---- The following times are available: 17:40 19:38 21:50 ------------ ticketshop entertainment Vizzavi home

----Type---- You have the following choice of tickets #7.00 Adult: [1] #4 Children: [2] ….. #4 Concessions: [...] Continue ------------ ticketshop entertainment Vizzavi home

----Summary---- Total price is #19 for 4 ticket(s) to Shrek At Wimbledon Odeon On 9 March at 19.38 Tickets can be collected at (venue) on day of show. By selecting 'Buy Now' you agree to the … Buy now Terms and Conditions for (vendor) ------------ ticketshop entertainment Vizzavi home

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----Select Card---- Please select payment method: Visa Mastercard Switch American Express Delta Solo ------------ ticketshop entertainment Vizzavi home

----Card---- Name on Card [...] Enter your card number [...] Enter valid from date (format mmyy) [...] Enter expiry date (format mmyy) [...] Enter issue number (debit cards only) [...] Continue ------------ ticketshop entertainment Vizzavi home

----Confirmation---- Thanks for buying with Odeon. You have bought 4 tickets for Shrek at Winmbledon on 9 March at 19:38 Odeon contact details ------------ ticketshop entertainment Vizzavi home

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Summary• What these new sales and marketing

channels are• How they can be used by your

cinema• What tomorrow will bring along• What you need to implement them• Case studies

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Conclusion: will admissions increase? Maybe not but….

– Lower cost of providing information and selling– Valuable data on customers – wider coverage– Building a relationship and encourage loyalty– Higher customer service than your competition– Additional revenue from new services– More diverse clients – target new segments– Build partnerships easily– Optimise your programming

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Questions and discussion