Cinema digital ROI calculator

Three separate effects, kept separate so you can disagree with each one independently.

Checkout completion. A share of the people who start a booking do not finish it. Improving that percentage applies only to your online admissions, and is multiplied by ticket yield.

Repeat visits. Identified moviegoers who receive relevant push and email come more often. That effect applies across your whole base and carries concession spend with it, so it is multiplied by ticket yield plus concession spend.

Concession attach. Pre-order and loyalty raise attach rate, but only where the transaction is digital, so it applies to online share and to concession profit.

Online share is averaged across the three years rather than taken at the end point, because the shift happens gradually and using the final figure overstates the result.

Staff time during implementation, the internal cost of running content afterwards, and any revenue from selling gift cards or merchandise online. The first two make the case worse and the third makes it better, and all three vary too much between cinemas to model honestly.

It also does not attempt to value the thing exhibitors most often say they want, which is knowing who their audience is. That has real commercial worth and no defensible formula, so it is left out rather than fudged.