A study by Movio revealed the extent to which targeted marketing programmes to loyalty members can benefit cinemas, leading to increases in moviegoer visitation frequency, food and beverage spend-per-head, and overall purchasing conversion rates.
Movio, the leading marketing data analytics and campaign management solution for the cinema industry globally, was used to carry out a year-long comprehensive study to evaluate the effectiveness of targeted email marketing with a leading exhibitor in the United Kingdom and Ireland.
As part of the study, a test group of loyalty members was sent consistent targeted email communications via the Movio market leading campaign management solution. The findings were measured against results from a control group of loyalty members who did not receive those communications. Among the test group, frequency of visits to this exhibitor rose by 5.4%, and there was a 6.5% uplift in the conversion rates for moviegoers who received marketing communications and who later made a purchase.
These results produced an uplift in spending of £0.69 per moviegoer, which projects a revenue increase of £690,000 per million moviegoers contacted through their loyalty programme.
“We’re constantly working on new ways to support our clients and the industry, and this research using Movio is one way that we’re helping cinemas to elevate both their businesses and the moviegoer experience,” says Gabriel Swartland, Vista Group’s Global Head of Client Success. “The results of our Movio study clearly demonstrate the significant value that targeted marketing can provide to cinemas, and we are thrilled to be initiating research that delivers useful and actionable insights.”
For more information on the study and how cinemas can leverage these findings in their marketing approach, read Vista Group’s full study here.
Movio
Movio is the global leader in marketing data analytics and campaign management solutions, revolutionizing the way the film industry interacts with moviegoers. Movio is the world’s most comprehensive source of moviegoer data and has products designed specifically with the challenges of movie marketing in mind. Movie lovers at heart, it’s our mission to connect everyone with their ideal movie. Movio is a company of Vista Group International Ltd (NZX & ASX: VGL).
Vista Group
Vista Group International Ltd (Vista Group) was founded in New Zealand in 1996 and listed on both the New Zealand and Australian stock exchanges in 2014 (NZX & ASX: VGL). Vista Group provides software, data and technology solutions across the global film industry. Vista Entertainment Solutions, the original business of Vista Group, provides cinema management software and digital solutions for large cinema circuits and, with Veezi, also for independent cinemas. Movio (authority in moviegoer data analytics), Maccs (film distribution software), Numero (box office reporting software for film distributors and cinemas), Powster (creative studio and marketing platform for movie studios) and Flicks (moviegoer ‘go to’ app and platform for movie and streaming information) provide an innovative range of complementary products across additional film industry sectors, from production and distribution, to cinema exhibition, through to the experience of the moviegoer. Vista Group has offices located in New Zealand (Auckland HQ), Los Angeles, London, Mexico City, Sydney, Cape Town, Amsterdam, Groningen, Timi?oara, Shanghai, Beijing, and Kuala Lumpur.