Introduction
With the rise of smartphone usage, mobile platforms provide an excellent opportunity for movie theaters to reach and engage with audiences on the go. However, many theaters struggle to optimize their mobile marketing strategy to drive ticket sales. Effective use of mobile apps, messaging, social media and responsive web design can help theaters boost engagement and revenue.
This article will explore key tactics theaters can implement to enhance the moviegoer experience and promote their brand via mobile. Optimizing mobile platforms allows theaters to keep top of mind, facilitate frictionless ticket purchasing, and deliver targeted promotions to build loyalty. By leveraging mobile to connect with audiences, theaters can promote upcoming films, engage existing customers, and attract new moviegoers.
Creating a Mobile App
Developing a custom-branded mobile app can establish an always-on connection with moviegoers. Apps allow theaters to highlight showtimes, enable ticket purchases, share trailers, and integrate loyalty programs. Push notifications facilitate real-time engagement about new movies, events, concessions deals, and more. Apps keep the theater top of mind and make buying tickets simple for moviegoers.
To get started, theaters should find a developer like Filmgrail to build a branded app tailored to their needs. Key features like showtime listings, trailer playback, and mobile ticketing capability with saved payment options are must-haves. The app design should reflect the theater's branding and personality.
Promoting Your App
Once the app is ready, theaters should promote wide download and usage. Best practices include App Store Optimization (ASO) with an enticing description, screenshots, and reviews. Theaters can pitch the app through email newsletters, social posts, and in-theater displays like posters and pre-show slides.
Offering incentives like a free ticket for downloading the app or discounts for purchases made through the app can also drive adoption. Keeping the app bug-free and frequently updated with new features and content will encourage engagement. Theaters should cross-promote the app consistently across all marketing channels.
App Engagement Strategies
To encourage ongoing app usage, theaters can employ push notifications, in-app promotions, contests, and more. Send showtime reminders, notifications about newly released trailers, and offers for loyal moviegoers. Limited-time contests, trivia games, and giveaways through the app incentivize users to open it regularly. Continually improving and iterating on the app experience will keep it indispensable for moviegoers.
Optimizing Your Mobile Website
With mobile accounting for over 50% of web traffic, theaters must optimize their website for smartphones and tablets. Ensure fast load times, easy navigation, and seamless ticket purchasing. Prominently feature showtimes, trailer playback, and app download options. Simplify checkout with mobile ticketing and stored payment methods. A frictionless site will facilitate impulse ticket purchases on the go.
Messaging and Promotions
Engage site visitors through push notifications, in-app messaging, and attention-grabbing calls-to-action above the fold. Promote limited-time sales and discounts for early bird or advance ticket purchases. Use behavioral data and moviegoer preferences to deliver dynamic, personalized messaging and recommendations. Concisely communicate memberships and loyalty programs available.
Analyzing Performance
Use mobile analytics to reveal engagement and usage trends. Conduct A/B tests of calls-to-action, messaging, layouts, and other site elements. Monitor key metrics like time on site, bounce rate, and clicks on desired actions. Optimize site architecture and navigation based on user paths and conversions. Continually test and refine based on performance data to boost conversions.
Leveraging Messaging and SMS
Collecting opt-in phone numbers for an SMS messaging list provides a direct line to moviegoers. Send showtime reminders, exclusive deals, and VIP invites via text message. Promote SMS signups on your website, mobile platforms, and in the theater lobby. Place QR codes around the theater to let moviegoers easily join the list.
Personalize messages with dynamic first name, film genre preferences, and more. Segment the list based on engagement and activity to tailor communications. Send a compelling message monthly or biweekly, avoiding oversaturation.
SMS Contests and Offers
Text messaging enables creative promotions like advance screening contests, discounts for upcoming features, and flash sales of last-minute tickets. Partner with local businesses to co-promote screenings and offer movie-themed food and drink specials via SMS.
Movie trivia contests with prizes and movie-themed emoji scavenger hunts can engage moviegoers' passion for films. Maintain a consistently fun, entertaining tone to all SMS communications.
Optimizing Messaging Strategy
Avoid overt promotional language in favor of value-driven messaging. Leverage customer data to segment the list and personalize communications based on interests and behaviors. Continually A/B test different message copy, timing, frequency, and more. Embed in-message polls and feedback surveys to keep a pulse on preferences. Adjust the strategy based on learnings to maximize engagement and ticket sales.
Social Media Marketing
Actively posting on social platforms like Facebook, Instagram, and Twitter provides opportunities to promote films, engage fans, and highlight offers. Share trailers, photos, behind-the-scenes footage, and staff spotlights. Respond promptly to comments and messages with a friendly, conversational tone.
Incentivize followers by running ticket giveaways and contests for upcoming premieres. Partner with local businesses on co-promotions like discounted movie and meal combos. Consistently keep feeds updated to stay top of mind.
Optimizing for Mobile Users
Cater content specifically to mobile users glancing at their feeds on the go. Use vertically formatted videos and images that pop on small screens. Keep text succinct, scannable, and compelling. Leverage Stories and ephemeral content that feels fresh and timely. Run mobile ads targeted by location, age groups, and interest keywords.
Driving Engagement
Promptly respond to all comments to foster a vibrant community. Give back to engaged followers through exclusive contests and content. Share user-generated photos and videos from moviegoers to highlight authentic excitement. Collaborate with influencers to expand reach and expose feeds to new potential moviegoers. Keep feeds consistently updated to give followers a reason to check back frequently.
Conclusion
Mobile platforms provide a prime channel for movie theaters to reach and engage ticketholders anytime, anywhere. Optimizing mobile apps, websites, messaging, and social media enables theaters to promote showtimes, highlight offers, facilitate frictionless purchasing, and build loyalty.
By crafting targeted, personalized messaging across channels, theaters can boost mindshare and ticket sales. Mobile marketing meets moviegoers where they already are - on their smartphones. With an effective mobile strategy powered by solutions like Filmgrail, theaters can thrive in the digital age by continually engaging movie lovers old and new.
