There was a time when cinemas had a virtual monopoly on “big screen” content. The infiltration of televisions into every home─and the arrival of streaming content on personal computers, tablets and smart phones─have all taken little shine off the silver screen.
With movie-on-demand platforms like Netflix, Amazon Prime and Sky Cinema, movie theaters are no longer the only option in town for film lovers to catch the latest releases. Up against the convenience of watching a movie when you want and where you want, cinemas have had to get creative in how they maintain a value proposition that keeps customers coming through the door.
Neatly enough, one of the answers is to add more screens.
No, not necessarily more movie screens. We’re talking about more screens in the foyer, in food and drink concession areas, at ticket kiosks and on the way into auditoriums. We’re talking about how cinemas can use digital signage to keep patrons entertained, to make the cinema-going experience more straightforward and seamless with better information sharing, and drive revenues with more promotional and cross-selling opportunities.
Encourage repeat visits
One thing cinemas have always done is promote upcoming features heavily to engage customers to keep coming back. With digital signage, the movie posters of yesteryear have been given a modern twist – digital screens can now cycle through many different movie ads one after another, increasing exposure and using common spaces more efficiently.
But the opportunities don’t stop with digital reproductions of movie posters. Large-scale video screens are now widely installed in theater lobbies and foyers, showing a selection of trailers as customers wait for tickets and snacks. Trailers have a much bigger impact than posters when it comes to encouraging people to come back, so it makes sense to maximize the opportunities visitors have to see them from the moment they walk in the door.
Give customers the information they need
In the cinema industry, the more information you can share with customers, the higher their satisfaction levels. If a customer feels empowered from the moment they arrive at your venue because they know exactly what the options are, how much everything costs, where they need to go and when, they are more likely to enjoy the experience.
Digital signage is ideal for displaying everything from show times, snack bar menus and prices, to maps of theater locations, special offers and loyalty program details. Information can be displayed on large screens in prominent places around the premises. Smaller screens can also be positioned at the ticket desks or at café or snack bar checkout areas. In addition to directing foot traffic and keeping customers informed, digital screens increase concession sales, drive loyalty program membership and usage and inform customers about upcoming special events.
Overall, digital signage in cinemas gives operators the ability to exceed customer expectations, improving the cinema experience through information sharing and driving greater revenues for cinema operators.
For more information about AURES digital displays, smart screens and kiosks, contact our team today.