Showtime Analytics are delighted to announce an agreement with Reel Cinemas Ltd to provide an operational data platform and customer communication solution to the popular UK based chain.

Reel Cinemas Ltd, the leading British independent exhibitor operating 15 multiplex sites with 78 screens across the UK, have just entered their 21st year in business. With continued expansion plans underway and two of their sites having launched mid-pandemic, they continue to demonstrate their core brand values of belief in community focus and investment in innovation.

Reel passionately believes that people who feel they have some attachment to their local cinema tend to be incredibly loyal, more frequent visitors and less focused on pure price, all of which is good for developing and building a profitable long term business.

At the heart of their ethos is listening to what their customers want. It was this that led them to introduce a new ticket pricing model in 2021 to successfully boost movie attendance across their communities.

In order to measure their site operations and profitability and to deliver targeted, personalised communications to their customers based on preferences and behaviours, Reel knew they needed a data analytics platform to partner with on executing their strategy. After evaluating various software solutions to carry this out, they chose the Showtime Analytics SaaS offering to connect with their newly acquired POS.

Muhammad Faisal, Head of Operations for Reel Cinemas, said:
“Our customers have always been Reel Cinemas’ number one priority, and learning how to better serve them is of the utmost importance to us. One of the biggest changes our industry has seen as a result of the COVID pandemic is a huge growth in online ticket sales, with the vast majority of all Reel Cinemas tickets now sold in advance via our website or app. Working with Mark DeQuervain and the team at Showtime Analytics offers us an unrivalled opportunity to better understand those customers’ behaviours and desires, and means we can best communicate with each of them as individuals, ensuring they are fully aware of the films coming to their local Reel Cinema that will most appeal to them and their families.”

Mark de Qurvain, Showtime’s Director of Client Services & Strategy said of the partnership:
“I am over the moon to be working with Muhammed Faisal and the team at Reel on this exciting project. Having worked with them on previous projects over the years I know how passionate they are about their customers and their communities and I am delighted to help them incorporate all the benefits of data analytics into their business.”

The Showtime Data Platform provides customers with a cloud based managed data analytics solution to automatically bring all key data sources together in one single location.

Showtime Insights: Real-time, mobile analytics across all data sources, Insights provides exhibitor customers with real-time operational data analysis across ticket sales, concessions, bar, F&B and employee performance. Optimised for Mobile and Desktop experiences, Insights provides the information required when and where it is needed most. Insights also works with multiple point-of-sale (POS) systems simultaneously to create visual, digestible chunks.

Showtime Benchmark: Through our partnership with Comscore, Showtime Benchmark brings you exclusive access to global market data in our customised, visual market competitor analysis tool. Compare your market share per cluster, movie, genre, day of week and more, and visualise and trend the performance over custom time periods.

Showtime Engage: A customer and marketing analytics platform that allows cinema operators to get to know their movie-goers through behavioral data analysis, tailored and personalised marketing communications and, most crucially, results tracked through audience uplift analytics.

Richie Power, Showtime Analytics’ CEO added:
“Reel Cinemas have done a phenomenal job of demonstrating growth through innovation over the last 20 years and we have watched their journey as they have evolved and developed even through the midst of a global pandemic. To be a part of the next chapter in Reel’s story is a true recognition of how leading exhibitors are trending towards a data driven approach to understanding and growing their business.”