Alamo Drafthouse

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Alamo Drafthouse

  1. 1. Cheng-Chun Chang Peiyun Chao Pimpisa Jular Delphine Keza Steven Long
  2. 2. Introduction• Began in Austin Texas, 1997• 11 Locations in Texas, 1 in Colorado, 1 in Virginia• Full Menu & Bar services• Strict talking and texting policies• High quality projection and sound
  3. 3. Situation AnalysisInternal: External:• Successful in current locations • Many theaters (Big & Small)• Unique atmosphere • People still see movies• Respected by critics, filmmakers, • Number of students in Boston and fans • Cheap & Communal• Signature events & Rolling roadshow
  4. 4. SWOT Strengths Weaknesses• Strict policy on cellphone use • Limited locations mainly in Texas• Combination of movie & dining, • Strict rule of being with a guardian if including alcoholic beverages under 18 years old• Signature Events • Strict cellphone use policy• Variety of movie genres • The antiquated ordering system Opportunities Threats• Technology use of touch screen order • Competitors in the area, especially and payment system to minimize the those who also serve liquor and wine movement of the staff • The recession makes the theater’s• Opportunity for growth by expanding expansion risky. theaters to other parts of the country • Summer session of students leaving Boston
  5. 5. Market Problems Low Awareness Competition with existing movie theatres in the Boston MarketMacroeconomic Recession
  6. 6. Research Objectives General Objectives:  Enter the Boston market?  Target segment? :  Receptivity to stringent policy?Specific Objectives:• How often does the target audience go to the movies• How many people do they go with?• What they like and do not like about the Alamo Drafthouse concept?• How important are the rules?• Are they attracted by Alamo’s film genres and signature events?• Do they like the concept of eating while watching a movie?• Where do they expect to get information about new release movies?• How influential is alcohol in their decision to visit?• How much are they willing to spend on each visit in total (admission, food, drink)?• Are they open to ordering and paying through an iPad, or iPad like device?• Ideally, where is the best location for the Alamo in Boston?
  7. 7. Methodology: FGIParticipant Recruitment and Profile:• 10 participants• 4 males and 6 females living in the Boston area• Over the age of 21 and had been to a movie recentlyProcedures and Key Questions:• Introduction• General experiences and perception of movie theater• Concept board• Features of Alamo Drafthouse• Policy Video• Strict policy, price, and location
  8. 8. Survey Methodology• Sampling Method and Samples: -Non-probability sampling -18+ years old, Bostonians, Moviegoers -100 respondents; 99 valid surveys, 67 females and 32 males -92 respondents ages 18-29; 6 ages 30+• Non Probability Sample - Quick and Easy• 9 Pre-concept board questions & 11 post-concept board questions• Analyze with SPSS: -CrossTab, T-test, Multiple Response Analysis
  9. 9. FGI Results (Pre-concept)
  10. 10. FGI Results (Pre-Concept) • For a group of friends to hangoutMovie Experience • Like combining dining and movie • As a place to go on a date • Like a clean environmentMovie Atmosphere • Enough leg and arm room • Spacious for a big group • Big screen and soundImportant Features • Perhaps assigned seating to accommodate a large group
  11. 11. Survey Results (Pre-concept)
  12. 12. Survey Results (Pre-concept)Frequency of visiting a movie theater  How often? 100% 90% 75% 80% 70% 60% 50% 40% 30% 12% 20% 7% 4% 2% 10% 0% 0 1-3 times 4-6 times 7-9 times 10 or more
  13. 13. Survey Results (Pre-concept)Number of people a person goes to the movies with  Also in attendance? 100% 90% 78% 80% 70% 60% 50% 40% 30% 19% 20% 0% 10% 0% 2% 0% Alone 1-2 others 3-4 others 5-6 others 7 or more
  14. 14. Survey Results (Pre-concept)Important attributes of a theater  Males: 1. Location 2. Price Overall: 3. Quality 1. Location 2. Variety (Genres) 3. Options (Show times) 4. Price Females: 5. Quality (Sound, Projection) 1. Location 6. Strict (Talking, Cell Phone) 2. Variety 3. Options
  15. 15. Survey Results (Pre-concept)Sources to get info about new movie releases  Other Newspapers Family 14% 20% Magazines 26% 16% What’s new? Theater website 44% Friends 63% Review Sites Twitter 47% 10% Facebook 41% News Sites 35%
  16. 16. Survey Results (Pre-concept)Overall Evaluation  Do you love us?5 4.38 4.17 4.28 Action Standard: 4.07 4.03 Top 2 Box%: 80%4 Mean Scores: 4.00321 Total Males Females 18-24 25+
  17. 17. FGI Results (Post-concept)
  18. 18. FGI Results (Post-Concept) Positive Negative1. Alcoholic beverages 1. Strict Policy2. Dining & Movie 2. Disturbance3. Affordable movie tickets
  19. 19. FGI Results (Post-Concept) • If price is affordableVisiting Intention • If the theater is close to T • They Suggested Shuttle buses • Strict talking and texting policy • A way to differentiate themselves andBrand Perceptions attract their target audience • Offers casual dining service
  20. 20. FGI Results (Post-Concept)FGI Recommendations: • Advertise in the T • Locate Alamo downtown • Price alcohol higher • Use technology for ordering
  21. 21. Survey Results (Post-concept)
  22. 22. Results (Post-concept) Eating: 47% Likes Alcohol: 25% Interruptions: 25%Dislikes Eating: 16%
  23. 23. Results (Post-concept)General Impressions  What do you think? StrictConvenientInnovative Fun Unique 0 1 2 3 4 5 6 7
  24. 24. Results (Post-concept)Purchase Intention  Are you going to visit?5 Action Standard: 4.07 4.09 4.00 3.88 Top 2 Box%: 80%4 3.84 Mean Scores: 4.00321 Total Males Females 18-24 25+
  25. 25. Results (Post-concept)Preference of promotions  Lets make a deal Others 2 19 Membership Signature events 22 46 Day and time discounts Group discounts 31 Discounted food & beverages 58 0 10 20 30 40 50 60 70 80 90 100
  26. 26. Results (Post-concept)Location  Theatre District Allston 36% 13% Cambridge 11% Fenway Somerville 6% 7% Others Brookline 7% 7%
  27. 27. Conclusions Consumer Behaviors• 78% go with 1-2 other friends• 75% go to the movie 1-3 times over a three month period• Prefer high quality projection and sound• Most preferred movie types: comedy (85%), action adventure (71%), and drama (69%) Consumer Attitudes• Location is the most important attribute, followed by price and show times• 30% would spend up to $13.99 for movie ticket and services• Friends were the biggest source of information about new releases
  28. 28. Conclusions Acceptance• Overall evaluation: Top 2 Box 81% and 4.17 mean score• Purchase intention: 4.00 mean scoreBrand Image and Attributes• Target segment: college students, 18-24 years old• Unique, fun, and innovative• High quality movies and many choices of movie genres• People liked the idea of food, alcoholic beverages and films together• Main concern was interruptions, but could be reduced with the use of technology
  29. 29. Recommendations Product Price• Likes: high quality movies, variety of • Keep the admission at $10, a little bit genres, casual dining service & lower than competitor’s. alcoholic beverages • Charge more on food and especially• Dislikes: strict talking & texting policy, alcoholic drinks. disturbance by waiters • Include a 15%-20% tipping system Target Audience College and Place graduate students Promotion1. Theater District • Ads on T and online websites2. Allston • Discounted food & drinks3. Cambridge • Sponsoring student productions • Participating in film festivals
  30. 30. THANK YOU THANK YOU

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