How do you create unique cinema experiences and make visiting the movie theater unforgettable? Innovative solutions and cutting‑edge technologies come to the rescue, among them — without a doubt — Digital Signage and Interactive Technologies.
One of the world’s best‑known cinema chains, Cineworld, demonstrates the positive impact of their implementation. Head of Marketing Casey Cohen claims that modern viewers don’t come to the cinema just to watch a film. They come for:
- emotions;
- events;
- experiences;
- memories.
Digital Signage — a leader must always offer customers more!
To meet the demands of modern viewers, the London cinema:
- introduced the unique Unlimited Card;
- carried out a large‑scale upgrade program;
- invested in IMAX screens and 4DX technology.
Cinema operators today face a major challenge. They must attract customers who have access to Netflix and free streaming services. At Cineworld viewers are offered choice: 21 IMAX screens and 19 cinemas with multisensory 4DX technology. There’s also an updated app that lets customers:
- book films;
- log in via Facebook;
- avoid queues;
- store tickets in the app;
- add films to their calendar;
- watch trailers and much more.
Cineworld isn’t afraid of change and technology; it actively uses innovations, including augmented reality and Digital Signage. These technologies help bring films to life in the cinema foyer. They are an effective advertising tool that creates a WOW effect and opens viewers to the marvelous world of cinema. As a result, they want to relive that unforgettable experience again and again — they return to the cinema time and time again.
Watching a film on a smartphone or any other gadget can never replace a cinema where Digital Signage is implemented wisely. «Creating a unique atmosphere through innovative technologies is the best marketing move», — Casey Cohen insists.
Unlimited Card and other marketing moves from the famous cinema
What is the Unlimited Card? It’s a card that confirms membership in Cineworld’s club, the largest in the UK. The card is valid for 10 years. The company strives to improve the membership experience and program by offering customers the best benefits and privileges. For example, the cinema signed a cooperation agreement with the Casual Dining restaurant chain. Cineworld visitors now receive a 25% discount on food and drinks.
Another successful marketing initiative by the UK cinema is the unlimited cinema tour. This PR campaign promoting the Unlimited Card sends customers into the amazing — and, importantly, real — world of cinema. Among the company’s near plans is a tour of iconic London film locations on a double‑decker tour bus. The bus interior will be equipped so passengers feel like they’re in a cinema with comfortable seats and excellent sound. Unlimited Card holders will be the passengers on this journey.
The Cineworld cinema’s advertising strategy is a vivid example of smart digital marketing and the use of innovative technologies in cinemas.
The implementation of Digital Signage and Interactive Technologies in Ukraine and beyond is handled by Innovative DMC. For the best digital solutions, come to us!
