www.tixos.com workshop for cinema exhibitors mobile phones and internet: will they increase...
Post on 19-Dec-2015
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www.TixOS.com
Workshop for cinema exhibitors
Mobile phones and Internet: will they
increase admissions?Presented by: Emanuele de Plano – TixOS
www.TixOS.com
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
www.TixOS.com
What are the objectives?
• Provide information
• Promote and advertise
• Sell tickets
• Encourage loyalty
• Collect information
www.TixOS.com
What channels are available? • Online sales and information (Web,
WAP, SMS…)
• SMS promotions and marketing
• Loyalty and memberships
www.TixOS.com
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
www.TixOS.com
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?
www.TixOS.com
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
www.TixOS.com
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
www.TixOS.com
Web based customer relations management – e-CRM • Registering your online visitors
• Direct e-mail
• Questionnaires
• Promotions
• Building communities
www.TixOS.com
What does tomorrow hold?
W A P
S M S
T e lephone IV R
3G T e lephony
In te rne t
1 9 9 6 2 0 0 0 2 0 0 21 9 9 8 2 0 0 4 2 0 0 6 2 0 0 8 2 0 1 0
www.TixOS.com
Future channels• 3G telephony
– Virtual tickets– Alternative payment/billing options– Location services
• Interactive digital TV
• Web services
www.TixOS.com
3 G telephony (source: Alcatel)
Select film…. Watch trailer, buy ticket…
Guided to theatre…. Use phone as ticket….
www.TixOS.com
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
www.TixOS.com
Implementation challenges• Box office integration and
communication infrastructure
• Interrelation between services offered to customers
• Customer support problems
• Reconciliation payments
• Distributor transparency
• Data protection issues
www.TixOS.com
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
www.TixOS.com
----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
www.TixOS.com
----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
www.TixOS.com
----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
www.TixOS.com
----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
www.TixOS.com
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
www.TixOS.com
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