In the age of streaming, movie theatres have inevitably taken a hit. However, the popularity of cinemas has begun to improve – and, here’s just a few ways that these venues have been able to do so.
Offers and Bonuses
Providing new customers with exclusive offers and bonuses is a tried and tested method in the entertainment industry. Just take something like online casinos, for example. New customers can get free spins daily with Prize Pinball as well as free spins with their first deposit on a range of slot games, to name just a few. This allows the player to try out the platform and see which games best suit their playing style, boosting acquisition. In addition, it helps the platform to build a relationship of trust with the player, also improving customer retention and loyalty. This same logic can be applied to cinemas. One way cinemas can leverage this is by offering a free ticket with their first purchase – be it to be claimed instantly by a friend, or to be used in the future to encourage return custom. Another way is to provide customers with a sneak preview of the different movies available, which could be positioned on the same page as ticket purchasing. This method allows audiences to get a feel for the different movies before making a purchase, reducing the element of risk when making their decision.
Repositioning and Evolving
As streaming services began to take over, in 2020 36% of adults reported strongly preferring to stream a film, whilst only 14% strongly preferred to visit a cinema. Due to this, amongst other factors, attendance figures to UK cinemas dropped below 14 million in July 2023, according to RSM – a significant fall from over 18 million attendees noted over the same period in 2019. Due to this, cinemas have had to pivot and diversify their offerings through sideways growth.
These days, you’ll likely find that cinemas no longer just offer movie screenings. In addition, there will also be themed film experiences, sing alongs, and other interactive options. In fact, some also offer alternatives to films such as live sports, concerts, and theatre. The National Theatre Live screenings have been a huge boost to the British cinema industry, allowing those who normally wouldn’t be able to see live theatre performances the opportunity to watch them from their local cinema.
Technological Transformation
By no means is video streaming the only new development to impact the cinema industry. In the age of technological transformation, cinemas have had to adapt with the times to continue to keep their venues up to date. Some of the key adoptions of new technology into cinema experiences include VR, AR, 3D, and 4D movies, which provide audiences with an immersive experience.
Not only this, but the technology behind the scenes is changing as well. Just last year, Screen Daily reported a new laser projection technology that could make cinemas more energy efficient, and deliver a higher picture quality in terms of colour reproduction, contrast ratios, and illumination consistency alike. This comes after cinemas began taking an interest in alternative technologies to traditional projection such as direct-view LEDs and panelled screens.
As you can see, cinemas have taken a fair few punches over the last few years. However, by effectively incentivising new customers, adapting the experiences they offer, and evolving with new technologies, this has provided cinemas the opportunity to rise again.
