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Team 4's presentation on digital marketing. The cinema industry and its market.

Team 4's presentation on digital marketing. The cinema industry and its market.

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  • 1. Clare McCourt 11483348Iman Mann 11520987Laura Mooney 11488822Shauna O’Sullivan 69674713
  • 2. Our report will conduct an analysis of theIrish Cinema Industry.We will compare Vue Cinemas, The IrishFilm Institute, The Savoy Theatre, Cineworldand The Odeon.Methods of analysis include a websitereview, social media review, mobile reviewand BOSS metrics reports. All blog posts canbe found in the appendices. The cinemaindustry entertains viewers with first topreview films and great location that areeasily accessible.
  • 3. The Irish Cinema Industry is a hugeindustry today. Due to the currenteconomic climate, a trip to thecinema is seen as affordable.The key players of the industryinclude Vue Cinemas, The Irish FilmInstitute, The Savoy Theatre,Cineworld and The Odeon.
  • 4. Vue CinemaVue Entertainment is a world class operator and developer of modernstate-of-the-art multiplex cinemas. Vue Entertainment has 116cinemas across the UK, Germany Ireland, Denmark, Portugal andTaiwan. It has over 1100 screens and over 230,000 super comfortablestandard and luxury VIP seats. Vue won the prestigious award forInternational Exhibitor of the Year at Cinema Expo. Tim Richardswas bestowed with the highly acclaimed Ernst & Young’sEntrepreneur of the Year award. Many companies can advertisementwith Vue to promote brands and engage with the customer audience.There are many careers at Vue cinemas and the application process isvery simple, one can search for current vacancies and careers atMyvue.com and register for Vue job alerts via e-mail. Customers cansign up for a Vue account online to avail of various services such asGift cards, Competitions and prizes, Upgrades, Special events andMovie news.
  • 5. The Irish Film InstituteFounded 1943, the IFI was previously named the National FilmInstitute (until 1982). It is located at 6 Eustace Street, TempleBar, Dublin 2 and has 3 Screens. The IFI provides its audiencewith the opportunity to see films that would not generally bereleased to cinemas in Ireland. The IFI differs from othercinemas in that they deliver curated seasons, festivals andevents and films that may be disregarded by other commercialcinemas. The IFI show a wide range of films including the finestindependent movies, foreign films and also Irish films that maynot be generally released. Every year, the IFI hosts variousfestivals including the IFI French Film Festival, IFI Horrorthon,and IFI Family Festival. The IFI also has a Café Bar that servesLunch and Dinner to allow customers to make a day out of theIFI experience.
  • 6. The Savoy TheatreThe Savoy theatre has hosted the Irish premières of many films,with many stars walking the red carpet . The Savoy is also usedduring the Jameson Dublin International Film Festival, and ismainly used for big-event screenings such as opening andclosing night shows. The cinemas themselves are great - bigcomfy seats, spacious legroom, top of the range sound systemand massive screens’, ‘All in all - if I want to watch a movie,this is the first place I will look at show times from now on’ and‘The Savoy and the Screen still hold that special. The SavoyTheatre today is as busy as it ever was in the past and is nowused for film premieres complete with the red carpet andHollywood movie stars. The Savoy Theatre is one of Dublin’soldest cinemas. It continues to hold its reputation for itsbeautiful architecture and that special nostalgic experience.
  • 7. CineworldCineworld being one of the most popular cinemastargets people ranging from all ages. With their rangeof movies and also being one of the largest cinemasbased in Ireland, they have the ability to hold all themovies that are currently out. It was opened in 1995by Virgin Cinemas as Virgin Cinemas Dublin.Cineworld is UK’s number one multiplex cinemachain. It also produces an Unlimited Card whichallows loyal customers to watch unlimited movies fora whole month or a year pass.
  • 8. The OdeonThe Odeon was founded in the UK in 1930.previously known as UCI the Odeon first openedin the outskirts of Dublin in 1990. The Odeon isthe largest cinema chain in Europe and now has10 cinemas in the Republic of Ireland includingBlancherstown, Stillorgan, Waterford andLimerick.
  • 9. Vue Cinema’s website is easily accessible and easy to use. It gives allinformation on cinema times, movie information, movie news, upcomingevents and prices. One can register for a Vue account to receive job alertsand updates of VIP events.The Irish Film Institutes website is easily accessible, it meets all thenecessary requirements of a successful website and is ranked highly withGoogle when several key words are typed into the Google search bar.One error in the website is that the twitter icon that links customers totheir twitter page does not in fact direct you to their twitter page.The Savoy Theatre’s website wouldn’t be as eye catching as othercompeting websites. The Savoy’s website is generally very easy tonavigate. It seems to be fairly basic including exactly what you needwhen browsing for cinema times, ticket prices, opening hours etc.Cineworld website is easy to navigate from page to page and showsimages of upcoming releases and popular movies that are currentlyshowing. You can also purchase an unlimited card or gift card andexplore what Cineworld has to offer.The Odeon The Odeon website has a modern design with bright coloursand sharp imagery making it easy to navigate. The website provides thecustomer with all the basic services. Customers can avail of theirpremiere club.
  • 10. Vue Cinemas have official Facebook and Twitter pages to promote their brand and keep theircustomers informed.The IFI has accounts for all of the popular social media websites, including twitter, Facebook,LinkedIn, YouTube, BlogSpot and Flickr. It also has links and icons to all their social mediaoutlets on their website making it easily accessible to customers.The Savoy twitter page needs a lot more attention. They do not update their twitter asregularly as they should. They only have 645 followers which means they could do withgetting their twitter page more popular.Cineworld has its’ own Facebook page, Twitter account, website, YouTube account.Cineworld tweets about its latest movies and also promotions and allows for followers totweet back. Cineworld has the highest amount of fans in comparison to VUE, Savoy and theIFI.The Odeon has accounts for all major social media websites including Facebook, Twitter andYouTube. They have an active twitter page with 14,400 followers who can ask questions onnew releases.
  • 11. Vue Cinemas have a mobile app for android phones and smartphones. It is free to download from their website myvue.com.The app is very convenient and popular. One can purchasetickets and download videos also.The Irish Film Institute and The Savoy do not have a mobileapp.Cineworld has its own mobile app which apple and androidusers can download. However there is limited options on thisapp.The Odeon has its own app available for all iPhone and androiddevices. The app allowed you to find your nearest cinema,show times and purchase tickets.
  • 12. To promote our blog and our opinions we postedour review through our blogs and our socialnetworks. We also shared our review onsocialmedia.ie and made a YouTube video.
  • 13. This report conducted an analysis of the Irish filmindustry. Throughout this report we comparedCineworld, the Irish Film Institute (IFI), the SavoyTheatre, the Vue and the Odeon. Vue Cinemas couldhost a larger range of events along with a loyaltysystem to reward their customers. The Irish FilmInstitute and The Savoy could improve by creating amobile app for customers. Cineworld could improvetheir quality of seating. Throughout this report ourteam maximised its strengths, bringing out the best ineach team member. We were enthusiastic andcreative in our approach to this report and are allvery happy with the result.
  • 14. My name is Clare McCourt and I am currentlystudying an honours bachelor degree inbusiness and management (BBS) at NationalUniversity of Ireland, Maynooth (NUIM).My name is Shauna O’Sullivan and I amenthusiastic, motivated, creative, open minded,organized, productive, efficient and outgoing.My name is Iman Mann, I am a 19 year oldstudent studying an honours bachelor ofbusiness studies degree in National Universityof Ireland, Maynooth. Self-motivated,organised, team worker, innovative and hardworking.My name is Laura Mooney, I am 19 years oldand I am a second year student in NUIMaynooth, studying Business andManagement

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