Maximize Moviegoer Loyalty Through Smart Cinema Marketing

published on 08 October 2023

Introduction

In today's digital world, cinemas face intense competition for the attention and loyalty of moviegoers. With streaming services and home entertainment options continuing to grow, it's more important than ever for theaters to implement strategic cinema marketing initiatives to attract and retain loyal audiences. The keys are using data to hyper-target campaigns, employing diverse marketing channels, incentivizing engagement through loyalty programs and promotions, and leveraging new cinema technologies to maximize reach and enable personalized interactions. With smart cinema marketing tactics, theaters can thrive and deliver outstanding moviegoing experiences that keep fans coming back for more.

This article will provide actionable tips on how cinemas can optimize their marketing to build lasting relationships with moviegoers and drive repeat business. We'll explore ways to leverage customer data, run effective multi-channel campaigns, develop compelling loyalty programs, offer enticing promotions and deals, and utilize in-theater marketing. By following these cinema marketing best practices, theaters can boost awareness, engagement, and loyalty to thrive in today's competitive landscape. Let's dive in!

Leverage Data and Analytics

In order to effectively market to moviegoers and incentivize loyalty, theaters need to have a data-driven approach. Customer data, behavioral analytics, and performance metrics should inform marketing strategy and optimization.

  • Use customer profiles with attributes like location, gender, age range, and movie preferences to segment audiences for targeted campaigns. Send thriller fans promotions for upcoming thrillers, students discounts on tickets, etc.

  • A/B test subject lines, images, offers, and channels to determine optimal combination for each audience group based on open and click-through rates.

  • Analyze performance indicators like email click rate, app installs, and online conversions to understand campaign impact and refine strategies.

  • Marketing analytics tools like Filmgrail provide cinemas with insightful data to optimize spend and engagement across channels.

Segmentation

  • Divide moviegoers into segments using attributes like demographics, psychographics, behaviors, and film preferences. Create targeted campaigns optimized for the interests of each group.

  • For example, you could offer special student ticket discounts, date night packages for couples, or genre-specific promotions to superfans of action movies.

  • Advanced loyalty programs like Filmgrail's allow for granular audience segmentation and personalized engagements.

Personalization

  • Use customer data like past purchases and engagement to make marketing interactions feel more relevant and valuable to each individual.

  • Send thriller fans personalized promotions for upcoming releases in that genre based on their unique preferences.

  • Filmgrail's cinema apps provide the ability to deliver tailored push notifications matched to customer profiles.

Multichannel Marketing

Today's moviegoers are device-agnostic and expect seamless omnichannel experiences. Orchestrating cinema marketing across both digital and traditional channels ensures maximum reach and impact.

  • Digital channels like SEO, social media, email campaigns, and mobile push enable real-time engagement on preferred devices.

  • Traditional marketing like print, radio, billboards, and in-theater displays drive broader awareness. Take an omnichannel approach.

  • Filmgrail offers solutions like cinema websites, custom mobile apps, and email to unify experiences.

Social Media

  • Actively engage fans on Facebook, Instagram, TikTok with trailers, behind-the-scenes, trivia, user-generated content.

  • Post 2-3 times per week with images/video. Work with local influencers. Run paid ads for films.

  • Filmgrail provides managed social media marketing optimized for cinemas.

Email Marketing

  • Send promotional emails with discounts, rewards, new releases, and events. Ensure relevant messaging.

  • Time cinema emails around releases, anniversaries, holidays for impact. Avoid oversaturation.

  • Integrated solutions like Filmgrail's sync email across cinema apps, site, ticketing.

Loyalty Programs

Loyalty programs that reward moviegoers for patronage are extremely effective for driving repeat visits and purchases. Offer enticing benefits and seamless experiences.

  • Point-based programs allow members to earn rewards like free tickets for spending money and engaging with the brand.

  • Tiered programs grant special status, perks, and privileges to your most loyal moviegoers to make them feel valued.

  • Gamification through leaderboards, badges, and statuses taps into audiences' competitive spirit to motivate engagement.

  • Filmgrail builds fully-customized cinema loyalty programs with flexible frameworks.

Reward Progress

  • Allow members to clearly track their progress towards earning their next reward via apps. This builds excitement as they get closer to redemptions.

  • Filmgrail's apps have progress bars, expiration reminders, and more.

Tiered Perks

  • Top-tier loyalty members could get perks like waived fees, early access to pre-sales for big films, and more VIP benefits.

  • Special status and privileges incentivize members to engage more to reach the next tier.

  • Filmgrail's programs have customizable tier frameworks to bring ideas to life.

Promotions and Deals

Strategic promotions and deals can help drive traffic during slow periods and incentivize moviegoers to visit your cinema.

  • Offer discounted ticket prices on slower weekdays, matinees, bulk packages, and for loyalty members.

  • Create enticing bundles like dinner and a movie packages or double feature deals.

  • Give away prizes, signed memorabilia, or movie bundles through social contests to boost engagement.

  • Partner with local businesses for cross-promotions that benefit both parties.

  • Filmgrail's cinema apps enable distribution of mobile coupons, automatic discounts, bundle offers, and more.

Happy Hour

  • Offer reduced "happy hour" ticket prices during traditionally slower times to help fill more seats.

  • With dynamic pricing, nimbly adjust prices based on day/time to optimize revenue.

  • Filmgrail's apps make creating happy hour coupon codes simple.

Bundles

  • Create packages like a movie ticket bundled with popcorn/drinks voucher. This helps drive more concession purchases.

  • Partner with local restaurants for dinner-and-a-movie bundles. Provide mutual cross-promotion.

  • Filmgrail's apps allow easy creation, redemption, and tracking of bundled offers.

In-Theater Marketing

Don't forget to leverage your physical theater space to boost marketing efforts. Engage moviegoers onsite through entertaining pre-shows, signage, and mobile engagement.

  • Show trailers, trivia, green band clips, and deals in preshow content before films to highlight upcoming releases and offers.

  • Use concession prompts and on-screen messaging right before trailers to boost purchases.

  • Place signage, standees, posters around theater promoting loyalty programs, deals, and big releases.

  • Enable real-time app messaging while customers are in theater to promote available seats or concessions.

  • Filmgrail's apps allow contextual push notifications during previews along with customizable preshow features.

Preshow

  • The preshow entertainment before trailers is prime real estate. Use it to highlight concessions combos, upcoming releases, and loyalty perks.

  • Specifically promote discounted concessions deals during the preshow to boost purchases before showtime.

  • Filmgrail's apps provide robust customizable preshow content features.

In-App Engagement

  • With a cinema app, you can send contextual notifications even while customers are in your theater.

  • Promote available premium seats or prompt for concession orders when audiences are most receptive.

  • Filmgrail's apps enable targeted push messaging during movies to drive sales.

Conclusion and Key Takeaways

To build an audience that keeps returning, cinemas must take a strategic approach to marketing. Key tactics include leveraging customer data and analytics for segmentation and personalization, employing omnichannel campaigns, developing compelling loyalty programs and promotions, and utilizing in-theater marketing opportunities. By tailoring messaging and incentivizing engagement across channels, theaters can maximize loyalty. This leads to repeat moviegoers, increased revenue, and satisfied audiences. Partnering with an innovative cinema technology provider like Filmgrail enables theaters to deliver next-level moviegoing experiences, thrive in today's landscape, and foster true moviegoer loyalty.

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