Study of consumer behavior and opinion for the Alamo Drafthouse in Austin. Integrated customer feedback surveys, interviews, intercepts, and consumer behavior theories to provide an analysis of the problem and recommendations.

1. Josh Clark, Lauren Rogers, Tracy Wing, Nancy Xie,
Ruthie Jenkins, Sarah Weinstein, Jennifer Kott
Saturday, April 6, 2013

2. Saturday, April 6, 2013

3. FROM THIS MOMENT ON, THIS AUDITORIUM
IS OFFICIALLY A NO TALKING ZONE.
Saturday, April 6, 2013

4. FROM THIS MOMENT ON, THIS AUDITORIUM
IS OFFICIALLY A NO TALKING ZONE.
AND FOR THE RECORD, TEXTING AND
TWEETING TOTALLY COUNT AS
TALKING.
Saturday, April 6, 2013

5. WHAT’S HAPPENED
> Alamo Drafthouse recently
changed to all reserved seating.
Their reasoning -- to save their
customers’ time.
Saturday, April 6, 2013

6. WHAT’S HAPPENED
> They tested different methods of
reserved seating at different
theaters. (In Consumer Behavior
we call this a “foot in door
technique”)
Saturday, April 6, 2013

7. WHAT’S HAPPENED
> This turned a low-effort decision
into a high-effort decision,
requiring plans to be made ahead
of time.
Saturday, April 6, 2013

8. VIDEO
> Many of Alamo Drafthouse’s most loyal customers
disliked the change. They vocalized their fervent
opinions through the blog and social media.
> But most of the people we talked to were pretty okay
with it.
> (There’s a video on the next slide)
Saturday, April 6, 2013

9. AWARENESS AND IMAGE
Brand loyalty Attitude resistance
Mere exposure effect Negative bias
Saturday, April 6, 2013

10. NEW QUESTIONS
Saturday, April 6, 2013

11. DISCOVERY
Saturday, April 6, 2013

12. DISCOVERY
Saturday, April 6, 2013

13. DISCOVERY
> Interviews:
> Satisfaction with reserved seating
> Concern about spontaneity
> No Talking policy is a part of the brand
> Time vs. Stress
Saturday, April 6, 2013

14. DISCOVERY
> Alamo Drafthouse thinks the problem is
time.
> Customers actually more concerned
about stress.
Saturday, April 6, 2013

15. DISCOVERY
Saturday, April 6, 2013

16. DISCOVERY
Saturday, April 6, 2013

17. AWARENESS AND IMAGE
> What can the Alamo Drafthouse do to maintain
their brand image, and increase awareness of
the change?
Saturday, April 6, 2013

18. CLEAR COMMUNICATION
AWARENESS
> Scripts
Saturday, April 6, 2013

19. EMPHASIZE MOBILE
AWARENESS
Cue -> Routine -> Reward
Bored -> Box Office -> Entertainment
Bored -> Mobile App -> Entertainment
Saturday, April 6, 2013

20. KEEP COMMUNITY
IMAGE
> Complexity
Saturday, April 6, 2013

21. KEEP COMMUNITY
IMAGE
> Host events prior to
special events and
premiers.
> Experience Economy
Saturday, April 6, 2013

22. CONNECT BRAND
IMAGE
> Create a pre-show video to connect the
change in seating with the brand, similar
to the “No Talking” videos.
> Schema
> Compatibility
Saturday, April 6, 2013

23. Thank you!
Saturday, April 6, 2013