Wallis Cinemas

Wallis Cinemas leads with being local and family-owned, which is not decoration — it is the competitive position. A South Australian independent competing against national chains is not going to win on screen count or on the size of the marketing budget, so it wins on being the cinema that belongs to the town.

That has a direct consequence for the digital layer. An independent whose bookings run through a national marketplace has handed the customer relationship to the competitor's channel and kept none of the advantage of being local. Owning the site, the checkout and the customer list is how the positioning survives contact with the booking journey.

Four sites across South Australia and into Victoria at Mildura, on one platform, with one programme model.