How much are you willing to pay to watch that movie?

1. 6/8/2012 © Alessandro Masi, 2012

2. Current scenario…
© Alessandro Masi, 2012
• Unsold inventory: 37,18%
• 101.3mln tickets sold (-7.92%), € 661.5mln box office (-10%)
• 1872 theaters, 3936 screens
Year 2011, Italy, source: ANEC

3. What is FlexyMovies?
Ticketing platform website and mobile app which
connect the community of registered users with the
partner movie theaters, applying a real-time flexible
pricing algorithm (function of available seats and time).
6/8/2012 © Alessandro Masi, 2012

4. Flexible Pricing: p = f(q,t)
© Alessandro Masi, 2012
t
p
If: q↓
- 1 week -1 day -2 hours
P standard
P min
If: q↓
If: q =

5. The experts say…
“We explore the justifications for uniform pricing in the industry and
show their limitations. We conclude that exhibitors could increase
profits by engaging in variable pricing (…)” – B. Orbach, L. Einav
(2007)
“This is a pricing model which makes no sense, and I believe the
entire industry should revisit it.” – E. Bronfman Jr., CEO of Seagram
(Universal’s parent company) (1998)
“The exhibitors generally consider demand to be relatively inelastic.
The question is whether they have tested this hypothesis with price
changes for films of different quality.” – Conant (1981)
© Alessandro Masi, 2012

6. FlexyMovies’ team
© Alessandro Masi, 2012
Alessandro Masi, Founder & CEO
BSc in Economics, MSc in Media Management, MBA in Finance
3+ years experience in international media companies
Marialaura Di Biase, COO
MSc in Media Management
3+ years in Communication
Annalisa Masi, CMO
Master in Marketing
7+ years in Marketing & PR
Domenico Bisaccia, CTO
BSc in Computer Science
2+ years in E-Commerce
Francesco Esposito, Developer
MSc in Computer Engineering
5+ years as Web Developer

7. FlexyMovies’ advisors
© Alessandro Masi, 2012
Paola Dubini
• Associate Professor of Management, Bocconi University
• Director, MSc in “Management for Arts, Culture, Media, Entertainment”
• Director, Research Center ASK (Art, Science e Knowledge)
Severino Salvemini
• President, Mikado Film, board member Cinecitta’ Holding S.p.A.
• Associate Professor, Management, Bocconi University
• Director, BSc in “Economics for Arts, Culture, Communication”
Aldo Lemme
• 10+ years as Senior Marketing Director at Sony Pictures Releasing Italy
• Cinema & Entertainment Advisor
Tearlach Hutcheson
• Director of Marketing at Studio Movie Grill (20 movie theaters in the US)
• 10+ years experience in film exhibition industry in the United States
• Adjunt Faculty at Southern Methodist University

8. How FlexyMovies works
© Alessandro Masi, 2012

9. Competitors
© Alessandro Masi, 2012
• No one applies flexible pricing
• There is no ticketing platform specialized for cinema in Italy
• Couponing platforms are unengaging and unfocused
Ticketing
Couponing
Specialist players

10. SWOT analysis
Strengths Weaknesses
Opportunities Threats
© Alessandro Masi, 2012
Scalability
Win-win
Mobile
Algorithm Established software
infrastructure
Old-style
industry
Competition &
digitalization

11. Partnerships
Software Content
Movie theaters
© Alessandro Masi, 2012
Studio Movie Grill, 20 theaters in the
United States

12. Development
© Alessandro Masi, 2012
Jul 2012 6 months 12 months 18 months
Flexymovies.com
(Beta)
Launch Page
(Invite Only)
USA &
International
Flexy App
(Beta)
Flexy App
(Live)
100 Screens
online
10.000
Coupons Sold
a month
Flexymovies.com
(Live)
Testing in 10
theaters in
Italy (ANEC)
2013 E
€1.5M
Revenue

13. Go to market
© Alessandro Masi, 2012
Testing
Free platform +
community
Subscription +
transaction fee
Testing in 10
theaters selected
with ANEC
Community building
and free platform
for partners
Definitive biz
model

14. Biz model
© Alessandro Masi, 2012
• Monthly
subscription per
screen
• Free App, Free
Website Account
• Transaction fee
+

15. Money talks, rest walks…
© Alessandro Masi, 2012
Additional Funds Needed for 18 months: € 167k

16. We’re FLEXY and you know it!
…thanks for your attention!
© Alessandro Masi, 2012