2. Odeon Camden
The Odeon Camden is a undeniably ‘local’ cinema with 5 screens and located
right near the centre of Camden of town. It has a foyer with a shop were
customers are able to purchase the usual good although they do not sell
alcohol, helping to reinforce the idea of it being ‘family friendly’. They also
run a number of offers and competitions presumably to entice movie goers
to both get them more excited about the cinema and to gain more
information about customers so they can cater to their needs more
effectively.
They also tend to show mainstream box office films which will appeal to the
majority of cinema goers. They also do not make a big point of their
technological features showing that they are relying more on it’s locality to
attract customers. Overall it seems as if they are trying to get people to go to
cinemas with friends or with their family, a reduced family ticket shows that
they are keen on this. There is also ‘Bargain Tuesdays’ which is also a ploy to
drum up more business during a normally quiet time.
3. Vue Westfield
The Vue Westfield is a multiplex cinema in fact the biggest in the UK with a
massive 17 screens (7 of which are 3-D enabled). 3 of screens are called ‘SCENE’
which offer customers a premium experience for customers looking for a more
indulgent experience. Another option available is VueXtreme, large-format
screens offering customers a ‘super-sized’ sound and vision experience. Obviously
the main purpose of the cinema is to try and get wide variety of a customers from
the whole of London or even further out. As it is found in Westfield shopping
centre they will also be trying to encourage shoppers to stay for a movie.
There is a large shop where customers
can buy the usual cinema confectionary
such as soft drinks and popcorn but do
not sell alcohol. They also have a number
of offers available such as discounted
tickets for teenagers to try and appeal to
a new market.
4. Renoir Curzon
The Renoir Curzon is an multiplex cinema that specialises in art house
films, it is a relatively small cinema with only 2 screens. They are
attempting to appeal to customers who have a particular interest in film
and are willing to play for it. They also seem to be trying to attract an older
audience as they do not allow children to attend the cinema
unaccompanied. Unusually they also have a bar where customers can buy
alcoholic drinks this also shows that they are trying to cater to older
audience.
The curzon also offer a number of membership option some even costing as
much as £950 per annum an attempt to try and capture the most avid movie
buffs. Also they run a number of special events such as Q&A’s from directors
which would specifically appeal to those who are interested in the actual art of
filmmaking.
