People are often unaware of the film programme playing in theatres, Kinepolis noticed. The number of films programmed in cinemas has grown spectacularly in recent years: more films are being produced and they are being released across other platforms sooner, as such shortening the life cycle of a film in theatres. Hence, the promotion of a film runs over a shorter period of time resulting in less investments in big advertising campaigns.
For years, Kinepolis has been focusing on personalised relationship marketing through social media and email to provide its customers with targeted information, and – in addition to that – it is now launching a new initiative: the Kinepolis ‘Discovery Day’. Kinepolis will present the upcoming film programme twice a year, absolutely free, in all its Belgian, Dutch, Luxembourg, French and Spanish cinemas.
The programme for the upcoming cinema season will be presented by means of a dynamic trailer show, with a distinction being made between general and family audience. Trailers that are viewed on the big screen – with its unique atmosphere, image and sound – also have a greater impact than when viewed via other channels. Kinepolis tested the ‘Discovery Day’ initiative already earlier this year in a number of Belgian cinemas and received unanimously positive responses from the more than 2000 visitors.
Eddy Duquenne, CEO Kinepolis Group: “Our Discovery Day is intended to give customers a sneak preview of the films coming to theatres over the next few months. Because why would they come to the cinema if they don’t know what’s on screen? The goal of the event is for customers to have a good time and go home with a great feeling. The ratings they give to trailers provide us with valuable information about a film’s potential success. It’s an opportunity for us to open our doors and present our menu. It will become a regular appointment with our customers, twice a year, in all our cinemas.”
The Kinepolis Discovery Day is a free event that takes place on Saturday 5 October 2019 in virtually all Belgian, French and Spanish Kinepolis cinemas, on 19 October in Luxembourg, and on 9 November in all Dutch Kinepolis cinemas. Customers can choose between a general presentation and a family-content oriented formula. Further details and registration: www.kinepolis.com.
Kinepolis Group NV was formed in 1997 as a result of the merger of two family-run cinema groups and was listed on the stock exchange in 1998. Kinepolis offers an innovative cinema concept which serves as a pioneering model within the industry. In addition to its cinema business, the Group is also active in film distribution, event organization, screen publicity and property management.
In Europe, Kinepolis Group NV has 54 cinemas spread across Belgium, the Netherlands, France, Spain, Luxembourg, Switzerland and Poland. Since the acquisition of the Canadian movie theatre group ‘Landmark Cinemas’ in December 2017, Kinepolis also operates 44 cinemas in Canada.
In total, Kinepolis Group currently operates 98 cinemas (45 of which it owns) worldwide, with a total of 893 screens and more than 175,000 seats. Including the acquired Canadian organization, Kinepolis employs 3,800 people, all committed to giving millions of visitors an unforgettable movie experience. More information on www.kinepolis.com/corporate.