Design Thinking

1. asad
Movie theatre footfalls have reduced significantly in recent
years, leading to a decline in revenue for the movie theatre
industry. The COVID-19 pandemic has had a significant impact
on the movie theatre industry. While the pandemic led to the
temporary closure of movie theatres, the industry has since
reopened, but with reduced footfalls. . This reduction in
footfalls poses a significant challenge for movie theatre
owners and operators as they strive to recover from the
losses incurred during the pandemic and directly impacts their
revenue and profitability. The problem, therefore, is to
identify the reasons for the decline in movie theatre footfalls
and develop effective strategies to reverse this trend.
PROBLEM STATEMENT

2. DESIGN PROCESS
DEFINE THE PROBLEM: CONDUCT RESEARCH: ANALYZE THE DATA:
DEVELOP STRATEGIES:
TEST AND REFINE THE
PROBLEM:
IMPLEMENT AND MONITOR:
The first step is to clearly
define the problem one is
trying to solve. In this case,
the problem is a lack of
footfall at movie theatres.
Conducting research will help
one understand the reasons
for the decline in footfall at
movie theatres. One could use
surveys or focus groups to
gather data on the reasons
for this decline.
Analyze the data one has
collected to identify
patterns and trends. This
will help one to develop
insights into what is causing
the decline in footfall.
Based on the insights one has
gained from the research and
data analysis, develop strategies
to increase footfall at movie
theaters. These strategies could
include marketing campaigns,
promotions, or changes to the
theatre experience.
Implement the strategies and
test their effectiveness. Use
data to evaluate the success
of the strategies and refine
them as needed.
Once the effective strategies
are identified, implement them
and monitor their impact over
time. This will help one identify
trends and adjust ones
strategies as needed to
continue to increase footfall at
movie theatres.

3. REASONS
FOR LESS FOOTFALL AT THEATRES:
ONLINE STREAMING: HIGH TICKET PRICES: PIRACY:
COVID-19: COMPETITION FROM OTHER
ENTERTAINMENT OPTIONS: LACK OF VARIETY:
With the rise of online streaming
platforms such as Netflix, Amazon
Prime, and Hulu, people have
more options to watch movies and
TV shows from the comfort of
their homes. This convenience has
led to a decrease in theatre
attendance.
The cost of movie tickets has
increased significantly over
the years, and for many
people, it has become too
expensive to go to the
movies regularly.
The availability of illegal
copies of movies online has
made it easier for people to
watch movies without paying
for them. This has had a
significant impact on the box
office revenue of theatres.
The COVID-19 pandemic has
significantly impacted the movie
industry. The closure of
theaters, social distancing
measures, and fear of infection
have all contributed to a
decrease in theatre attendance.
There are many other forms of
entertainment competing for
people's attention, such as video
games, social media and sports.
This has made it more difficult
for theatres to attract
audiences.
Some people feel that theatres
do not offer enough variety in
terms of the movies being
shown. They may feel that there
are too many sequels, remakes,
and superhero movies, and not
enough original content.

4. WHY-1
Why people are
not coming to
watch movie in
theatre?
WHY-2
Why people are
showing less
interest to watch
movie in theatre?
People are choosing OTT
platform to watch movies
WHY-3
Why people are
choosing OTT
platform to watch
movie?
People are finding OTT
platform cheaper
People are showing less
interest to watch movie in
theatre.
WHY-4
Why people are
finding OTT
platform cheaper?
Ticket price to watch
movie in theatre is high
WHY-4
Why ticket price to
watch movie
theatre is high?
Because there is no
option to buy tickets in
subscription as in OTT
5-WHY ANALYSIS

5. People are finding OTT
platform cheaper
Majority of people watch at least 1 movie per month or a few
month.
People has lack of interest in current movie as well as lack of
time to watch movie.
Movie genre or theme is important for people to watch any
movie.
Movie price also plays an important role for a customer's
theatre experience.
EMPATHY MAP
People prefer theatre because it has big screen and provide
immersive experience.
Movie theatre has better sound quality which helps viewer to
engage more with the movie
Movie theatre helps people to interact with each other
Why should I spend extra money if I can watch this movie after
some time on TV for free.
If I have subscribed for OTT platform, why should I spend
extra money to watch movie in theatre.
Ticket prices are costlier in theatre as compare to OTT platform.
I'll watch movie in theatre if there is someone with me to go.
I can spend quality time with other person watching movie in
theatre.
If the movie theatre ticket price is low, more number of people
appear to watch movie in theatre.
Sometimes people find it difficult to come out their comfort zone
to go and watch movies in theatre.
People go to watch movie in theatre to gain better experience.

6. SOLUTIONS
SUBSCRIPTION MODEL
Thought: Three months subscription plan
to the upcoming movies.
Pricing: A rechargeable movie pass, with
a discount of 25% per movie ticket.
FLEXIBILITY
Thought: Freedom to shift their bookings
within the mentioned window of 2-3 days.
This might help to reduce the churn rate
Pricing: Additional 10% for the flexible
tickets.
DUBBING IN
REGIONAL
LANGUAGES
Thought: Based on popularity, the in-
demand movies to be dubbed and
released in multiplexes.
Pricing: Standard pricing.
TIE-UPS WITH FOOD
CHAINS
Thought: Bringing more food chains( like
KFC, McDonalds, etc. in association of
the brands so that different promotional
techniques, offers and coupons can be
directed to the targeted audience.
B2B SELLING
Thought: Selling bulk tickets to corporates
for employee engagement activities.
Pricing: Bulk pricing technique
GIFT VOUCHERS
Thought: Cards/vouchers can be
introduced as gifting options.
Pricing: Standard pricing with added
benefits like sending customized greeting
cards on arrival etc.

7. PREMIUM
PASS
CustomizablePrice
Users can recharge
with minimum Rs 1000
or multiple of 1000, to
avail all the perks of the
Premium Pass
UnlimitedVisits
Watch unlimited movies till the end of
subscription tenure or end of Rs 1000
balance, whichever is earlier.
AnyShowAllWeek
Book ticket for shows on all days of
the week.
Flat25%Off
Watch movies at 75% of the
ticket price till the Rs 1000
quota exhausts
Free Cancellation
Zero cancellation charges on
your movie tickets, upto 5
times in the subscription
tenure.
15% off on FnB
Flat 15% discount on all our
food and beverages menu
booked via our official app or
website.
Extra Reward Points
Get 5% of all your spends as
reward points.
Flexibility Program
Sudden change of plans
clashing with you movie hours,
reschedule your moving
timings at zero additional cost.
ADDED PERKS
SUBSCRIPTION MODEL

8. BENEFITS OF SUBSCRIPTION MODEL
Customer Footfall
With the subscription model, more
customers will be interested to see
movies in theaters, increasing the
customer footfall.
Customer Retention
The subscription model and the perks it
offers would prevent customers from
switching to competitors.
Increased Revenue
The increase in number of customers,
would increase the overall sales, thus
boosting the revenue.
THEATER OWNERS
ABOUT 50%
INCREASE IN
OVERALL SALES IS
EXPECTED BASED ON
CUSTOMER SURVEYS
FOR
Along with reduction in ticket prices, the
subscription model offers discounts on
FnB and a better reward system,
enhancing the overall customer value
proposition.
Competitive Pricing
The subscripting model reduces the
ticket price by 25%, solving the
concern of high ticket prices for the
customers.
Better Value
Convenience
The subscription model offers services
like Flexibility program and free
cancellation program, which offers
great convenience to the customers.
CUSTOMERS
THE MODEL HELPS
TACKLE CRITICAL
CUSTOMER
PROBLEMS LIKE
TICKET PRICING AND
SHOW TIMINGS
FLEXIBILITY.