Institutions – Ciaren Cawley 12E
Local Multiplexes: Odeon Cinemas
Catchment area: Located in Camden Town, to attract tourists and young people, as they are
likely to have the time spare, to watch movies at any given movie listing, with no standing job
loyalties, for example.
Amenities:Odeon’s amenities, range from winning prizes, to points, to holiday trips. I think that
Odeon holds these sorts of offers, to make it an incentive for moviegoers to feel that it’s worth their
while, to involve themselves in the goings-on of the company. On top of that, beyond what movie
screenings Odeon has, that alone – I don’t think, makes enough money. So for amenities to be up
and running, make for greater spending in the customer.
Scheduling: The showings range from 3pm to 9pm, because in order to garner the optimum of
customer numbers on any given day, Odeon must make their viewing times if not broadly set in
distance between each other, at least varied to some degree. Everyone hasdifferent timely times for
activity, and with this, it preserves and caters for it.
Cinema Experience:While not divergent in any massive way comparative to other cinemas of
different brands, it provides areas for which customers can purchase foods. And aside from that, the
only other quality to it is that, it is a multiplex cinema - which means it houses more than one
screening room for where, movies simultaneously run.
Emphasis:Although Camden’s Odeon cinema isn’t exactly humongous - if it were truly desired by
its managers, there could be designated areas for which merchandise is sold. But that isn’t the case
for this cinema. So I suppose its emphasis is solely on the most recently released movies, which are
displayed and advertised in cased posters that are scattered around almost the entirety of the
Locality:Given that this multiplex cinema is of the Odeon chain, distinct local touches on things that
would otherwise be the same for example: the types of food sold, or independent films based in and
around Camden aren’t publicised by Odeon by being featured. Now, there are two reasons for this:
The first reason, being that because this Camden cinema is of the Odeon chain (a chain of cinema
venues that are located all over the UK),personalised adornments unique to Camden, just isn’t a
priority. Namely because again, it is one of many and isn’t even a large or main Odeon cinema.
Secondly, given that Camden is such a hotspot for tourism, ‘locality’ just isn’t something worth
promoting, as it is in a lot less force than it would be in other, more enclosed or residential areas.
Independent and Art House Cinemas
Catchment area:According to Wikipedia’s page: http://en.wikipedia.org/wiki/Bloomsbury ‘’Historically, Bloomsbury is associated with the arts, education, and medicine’’. So with that in mind,
it’s no wonder why a type of movie theatre that screens more obscure and nonconformist films, would
be based here; in place of the more generic multiplex, or just located here with multiplexes being a
nonfactor even. Multiplexes being ‘generic’, in how the screened movies’ respective directors, look to
establish a mass appeal, with a sizeable and widespread demography, with as big of a profit turnout
as it possibly can be. Independent and Art House Cinemas on the other hand, they don’t need or look
to cater to such a broad audience; screeners and directors alike. As to then make their releases
flavourless and pandering: In spreading themselves far too thin. They pertain to a particular audience
in mind; and so, in that – independent movies and cinemas, will always have their own places of
viewing, by partition of cinematic taste to that of the mainstream.
Amenities: With the cinema’s amenities, the company has looked to lessen the prices for
patrons/customers with whom have membership. With features like: complimentary tickets, DVD’s
and food and drink. Furthermore, members then receive more tokens of membership, with
membership-exclusive: newsletters, access to members’ phone booking line, priority booking and so
on and so forth. I think this has been implemented in full force, as it acts as an incentive to any and all
cinemagoers, to stay loyal to Curzon, and them only. In only the customers spending their made
movie-reserved money on them. By adding these freebies and made-cheaper resources, Curzon is
Scheduling: Aside from the lone 2:45pm and 5:30pm and 7:35pm timeslots - 1:00pm and 3:30pm
and 6:00pm and 8:00pm, are all the time periods for which people can watch the cinema’s most
recently acquired movies. Those times have been chosen in essence of them being varied
comparatively with each other. In short, with a broadened range of screening times, the cinema can
expect to see a greater profit margin, given that time constraints, have been combatted against; and
Cinema Experience:A cinema experience at Curzon would be one of diversity, given that one
would spoilt for choice in what they could do inside, as well as outside the cinema itself. One example
of this being, the amounts of restaurants in partnership with the cinema. This also extends to
discounted prices/freebies at places like museums, gyms, dental practices, health Clinics and so on. I
feel that the cinema has gone to these lengths in order to further its relevance to people’s lives,
beyond the confines of the cinema itself, to capitalise on a lot of people’s shared tendency, to be
drawn to things that they’re familiar with; as oppose to something that they’re unfamiliar with. And with
its bolstered presence within members’ lives, it’s going to favour the cinema, in having reoccurring
Emphasis:Of course the cinema’s emphasis is its main selling point – the screened movies. But
alongside this, I think the privileges package extended to members of the Curzon club, is what its
emphasis is put onto too; given that there’s four separate sections dedicated to perk-giving.
Locality:Aside from chosen amenities based on the nearness of the cinema to some of these held
amenities, most of the features of Curzon aren’t influenced that greatly on location. It’s been omitted
from use, as being only a branch of series of other cinemas, individuality is not what it gains from. The
amount of on hand cinemas there are, in numbers ultimately.