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Impulse Buy for Trailer Movies

Impulse Buy for Trailer Movies. ( Fandango / Nielsen for theatres ). Dr Wes Boudville wboudville@enteractv.com. 1) Theatre new revenue = Sell trailer movie tickets 2) Sell sales data to studios. Problems. a. Patron likes trailer => cannot buy ticket to movie

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Impulse Buy for Trailer Movies

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  1. Impulse Buy for Trailer Movies ( Fandango / Nielsen for theatres ) Dr Wes Boudville wboudville@enteractv.com 1) Theatre new revenue = Sell trailer movie tickets 2) Sell sales data to studios

  2. Problems a. Patron likes trailer => cannot buy ticket to movie NO IMPULSE BUY b. Trailer = hard to measure efficacy in theatre [ Focus group = possible biased opinions ] c. What goes into TV commercials for movie ?

  3. Major Theatre Markets (2012) $ billion US / Canada 10.8 Japan 2.4 Germany 1.3 UK 1.7 Total 15.2

  4. Projection screen 2nd screen Trailers + movie . . patron phone Inside Theatre

  5. 2nd Screen $ Hunger Games 10 Prices 15 20 Trailer Movie Planet of the Apes 2 18 10 10 Battleship 9 12 10 # ticket Threshold

  6. Method 1. Patron scans barcode 2. Gets theatre page for trailer movie 3. Buys ticket 4. counter increases 5. counter = threshold => $ falls for everyone who bought ( Volume discount ~ Groupon ) Threshold = Force multiplier = feedback loop = for patron who has not bought yet = Gamify sales

  7. Advantages 1. Theatre can adjust discount and threshold [ unlike Groupon ] 2. Each theatre is a psychology lab. [ Testable hypotheses ] Example - A/B Testing Movie has romance and action. Studio makes 2 trailers. Romance trailer sells more tickets => a) Theatre shows romance trailer more b) Studio makes TV commercials and billboards with romance theme c) Studio adjusts plot in final release [ in extreme cases ]

  8. Advantages 1. Method is like Google contextual ads Context =Patrons pre-qualified Already bought ticket to movie => Able + willing to go to theatre 2. Patron buys ticket to trailer movie => 2a. Repeat customer [ theatre knows 2 purchases ] 2b. Electronic purchase for future event => Theatre ask email address For reminders + future sales [ eg. Netflix ] [Know your customer]

  9. US Patent “Dynamic Group Purchases Using Barcodes” ( 2012 ) Passed exam by South Korea Patent Office => Patents Pending Japan Germany UK

  10. Intellectual Property Scope 100 years of trailers, no innovation of buying in theatre => a. PTO awarded patent on 1st Office Action [ fast ] b. Easy to prosecute infringers c. patent has broad scope [ unlike patents in search, social networks, auctions ]

  11. Competition Movie rentals - Netflix, Blockbuster, Redbox, Apple, Fandango Amazon Ratings - Nielsen

  12. Second use – Outdoor Group Purchases Locations = crowds Rose Bowl, Coliseum Nightclubs, Sunset Strip, Nokia Live / Staples Center Convention centers Colleges Items = maybe related to location = gamify to spur sales

  13. Flatbed truck with electronic billboard $ Cowboy hat 15 20 110 140 Gucci handbag 2 18 Glenfiddich 45 9 12

  14. Park near Crowd

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