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Movie theater subscription services
- 1. Movie Theater Subscription Services Greg Brown MSMK 620: Marketing Analytics Bellevue University Dr. Julia Cronin-Gilmore
- 2. Movie Theater Subscription Services Hypothesis Movie theater subscription services are the key to sustaining customer population within theaters in the new era of online content streaming
- 3. Movie Theater Subscription Services Objectives • Discover what might make a subscription more enticing for consumers • Determine if concession sales are likely to increase under subscription plans • Define the conditions under which a consumer is more likely to subscribe to a movie theater plan
- 4. How Do Consumers Prefer to View Movies? Movie Theaters vs. Home Viewing 57% 43% • 57% prefer to view movies in the theater • 43% prefer to view movies at home, but only 31% were not interested in movie theater subscription plans, so up to 12% of home viewers could be persuaded to subscribe with the right perks.
- 5. What Makes a Movie Theater Subscription Plan attractive to consumers? Number of showings per week Monthly Cost Concession Discounts Plan Details: 36% - $20 per month 2 tickets per week to 1 showing 19% - $40 per month 2 tickets per week to 3 showings 14% - $30 per month 1 ticket per week to 3 showings 31% - Not Interested Concession Discounts: 83% - Would purchase a subscription plan if concession discounts were included
- 6. Movie Theater Concession Prices Are Too High Subscription plans that include discounts on concessions would increase concession sales • 76% Currently purchase concessions • 83% Would purchase concessions discounted by a subscription plan Additionally: 54% Want In-Theater Dining available at the theaters they subscribe to
- 7. Demographics 0% 5% 10% 15% 20% 25% 30% 35% 18-24 25-34 35-44 45-54 55-64 65+ Age The most represented age range was 55-64, which is not the target demographic for theater subscription plans. 18-44 is the desired range.
- 8. Demographics Part 2 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% White Hispanic/Latino Asian/Pacific Islander No Answer Ethnicity This survey did not have enough racial diversity to represent any race aside from White.
- 9. Demographics Part 3 0% 5% 10% 15% 20% 25% 30% 31k - 60k 61k - 75k 76k - 100k 101k+ This survey represented middle to upper level income ranges, and provides no insight for lower income individuals.
- 10. Conclusions • The hypothesis was proven correct among the white, upper class, older demographic. Unfortunately, there was not enough data from other groups to draw conclusions about their behavior. • If the subscription plan provides value and discounts on concessions, it becomes a much more popular option than what exists in the market currently • The data provides confirmation that subscription holders would be interested in a family plan that scales up in price. • While streaming is in a current trend of growth, theaters are still the preferred way to view movies.