The document discusses movie theater subscription services and analyzes survey data on consumer preferences and behaviors. Key findings include: - 57% of respondents prefer viewing movies in theaters while 43% prefer at home, but 12% of home viewers could be persuaded to subscribe with the right perks. - The most popular proposed subscription plans were $20/month for 2 tickets/week (36%) and $30/month for 1 ticket/week and concessions discounts (14%). - 83% would subscribe for concessions discounts and 76% currently buy concessions, showing discounts could increase sales. - The survey was limited by overrepresenting older, wealthier, white demographics and underrepresenting others.

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.