The document discusses Opera at the Cinema, a program by Kinepolis Group Belgium that broadcasts live opera performances from the Metropolitan Opera in movie theaters. It has grown in popularity, with attendance increasing from 7,730 in 2007-2008 to over 50,000 in 2010-2011. Kinepolis aims to provide customers with the ultimate cinema experience through innovation and a focus on quality. Surveys found that Opera at the Cinema attracts both devoted opera fans and newcomers looking to discover more about the genre. Most viewers felt it offered a complete cultural experience comparable to seeing a live performance.

1. OPERA AT THE CINEMA
Karen Van Riet
Marketing Manager
Kinepolis Group Belgium

2. Overview
• Mission statement Kinepolis
• History „Alternative Content‟
• History „Opera at the Cinema‟
• Concept 2011-2012
• Communication
• Profile visitors + results survey VUB/NT live
• Q&A

3. Mission statement Kinepolis
Mission :
• KG aims to offer the ultimate cinema experience
• To a vast audience
• In their multifunctional, family oriented and customer minded cinemas
• By offering the greatest quality
• Thanks to it‟s innovative & personalized approach
• Unique 3D technique and live transmission are available
-> Innovation & focus on clients = central
-> Create an experience, offer an added value to our customers

4. History „alternative content‟
July 2006:
Opening of Kinepolis Brugge – new cinema concept (seat detection, open foyer…)
Launch of first „alternative content‟ concept (XL Gaming)
2007:
Launch of 3D cinema
First high-definition satellite receiver systems installed
15/12/2007:
Launch of first season of „Opera in the Cinema‟
 live transmission of „Roméo & Juliette‟ (Guy Joosten)
 4 Belgian Kinepolis cinemas (Oostende, Antwerp, Brussels and Gent)
 550 visitors
2011:
Culture at the Cinema: opera, ballet, theater, musicals…
Sport events, concerts, documentaries, television series…

5. History „Opera at the Cinema‟
Season 2007-2008: 7.730 visitors
Season 2008-2009: 21.910 visitors
Season 2009-2010: 46.058 visitors
Season 2010-2011: 50.688 visitors
Season 2011-2012: 38.421 visitors (with 6 more operas to come)
Visitors
60000
50000
40000
30000
20000 Visitors
10000
0

6. Concept 2011-2012
• In collaboration with the Metropolitan Opera of New York (exclusivity in Belgium)
• Live transmission of matinee performances
• Digital transmission, in high definition
• Subtitling: UK (Dutch theatres)/FR (French theatres)
• Presales 3 formulas of subscription
– From 14/5: full season (€ 187)
– From 1/7: 2 composed formulas (6 operas: € 108 / 5 operas: € 90)
• Presales individual tickets (from 15/08)
– € 20 (normal) / € 18 (reduction)
• NEW: every Monday after the live transmission Kinepolis Antwerpen, Gent, Oostende,
Kortrijk and Braine l‟Alleud show the recorded version for those who wanna see the
opera again or missed the live version on Saturday (€ 12)

7. Concept opera evening
• Before the opera:
– Welcome drink: free glass of prosecco or juice
– Catering formula: qualitative sandwiches, sushi, small pasta dishes…
– Free leaflet with information about the opera
– Free cloakroom
– Introduction projected on the big screen (NL: Luc Joosten / FR: Patric Baton)
– Dedicated publicity trailer (≠ generic Brightfish publicity)
– No food or drinks allowed in the theatre once the screening starts
• During the break:
– „Behind the scenes‟ images (live), with interviews cast & crew
– Possibility to buy some snacks or drinks (based on catering formula)
It‟s all about offering a great & qualitative experience!!!

8. Communication
How to reach our audience?
• Online
– Website: www.kinepolis.com/opera
– Dedicated newsletters to database opera lovers
• Print:
– Internal: own publicity channels like seperate leaflets, programmation leaflet, A3
postering…
– External: partnership Plus Magazine + extra ads in newspapers
• Radio:
– Partnership Klara (& Cobra)
– Partnership Musiq‟3
• Spot on screen in our theatres
• Specific deals with for example Davidsfonds, Willemsfonds, Oxypass,
Vlaamse Opera…
• But most important: WOM and PR!!!
+ cross-over promotion with theater & ballet

9. Profile visitors
Results of a survey held by Kinepolis during „Das Rheingold‟ (okt. 2010)
• 16% = 45-55 year
59,5% = older than 55
• 67% is high educated (university or college degree)
• 36% is retired
• 33% knows the concept through friends or family,
20% via the website
18% via press releases (rest = via radio, advertising, newsletters…)

10. Profile visitors
Titel Av. Score Resp NPS
Das Rheingold 86,44 180
Boris Godunov 82,81 57
Don Pasquale 92,7 159
Don Carlo 84,94 154
La Fanciulla del West 87,04 159
Nixon in China 83,17 63
Iphigénie en Tauride 85,85 106 37,74
Lucia di Lammermoor 93,91 174 70,69
Le Comte Ory 91,4 107 51,4
Capriccio 76,36 33 -18,18
Il Trovatore 95,31 128 62,5
Die Walküre 91,19 109 59,63
TTL AVERAGE 87,59 119 43,96
• Survey: online CSI that is sent out automatically to each online buyer of Kinepolis tickets
• NPS = Net Promotor Score, based on the question „how big is the chance you would recommend
this opera screening to your friends and family?‟

11. Results survey VUB*
• Opera in the Cinema reaches a „die hard‟ opera audience
 35 à 44% who already frequently went to a (live) opera
• BUT we also attract an important segment of „opera lovers‟ who are still
developping their interest in opera
 18 à 23% only went 1 à 3 times to a classic opera and sees „Opera in the
Cinema‟ as a perfect way to discover more about opera
• AND there‟s also an audience of 12% who only goes to „Opera at the cinema‟ (and
never to a classic opera)
• Considered as a complete cultural experience: 61% indicates that they experience
the live transmission as a “real live” opera
• Cross-over promotion to other cultural programms in the cinema = confirmed
 28% of audience in BXL also goes to theatre and ballet
• Cross-over to movies = negative
 50% doesn‟t go more to the movies, only 15% answers
 Results comeback tickets Kinepolis confirm this result
* Thanks to Jolien and her team of volunteers / held in Kinepolis Brussels and Hasselt

12. Results survey VUB
Reasons to prefer ‘Opera at the Cinema’
Redenen voorkeur ‘Opera in Redenen voorkeur ‘Opera in
de cinema’ (Brussel) de cinema’ (Hasselt)
Percentage respondenten (N=142)
Percentage respondenten (N=77)
80,00% 60,00%
70,00% 66,70% 49,30%
50,00%
60,00%
40,00%
50,00% 31,00%
29,60%
40,00% 30,00%
30,30% 33,30% 22,50%
30,00%
18,20% 15,20% 20,00% 14,10%
20,00% 15,20% 11,30%
6,10% 10,00% 5,60% 4,20%
10,00%
0,00% 0,00%

13. Results survey VUB
Reasons to prefer a ‘real’ opera
Redenen voorkeur opera in Redenen voorkeur opera in
concertzaal (Brussel) concertzaal (Hasselt)
Percentage respondenten (N=142)
Percentage respondenten (N=77)
50,00% 60,00%
42,90% 50,00%
45,00%
40,00% 37,10% 50,00%
34,30%
35,00% 28,60% 40,00%
30,00% 30,80%
25,00% 30,00%
20,00% 21,20% 21,20%
15,00% 20,00%
10,00% 5,70% 10,00% 5,80% 5,80%
2,90%
5,00%
0,00% 0,00%

14. Results survey National Theatre*
• National Theatre in London has compared their audience of the normal
performances with those in the cinema theatres worldwide (NT Live)
• Result:
– cinema audience appears to be as highly educated as the classic audience, but
often has a lower income
– The experience in a cinema theatre is considered as very positive and
qualitative
* Thanks to Emma Keith

15. Conclusion
• For a small segment (12%) Opera at the Cinema offers an opportunity to discover
opera – for the first time(new public)
• For most of the people the programm offers an opportunity to enjoy more of opera
and to see performances they otherwise wouldn‟t be able to see
• Culture at the cinema has an interesting socio-cultural value, as it also reaches an
audience that is highly educated but has a lower income
• Opera/Culture at the cinema is complementary to the real theatres and opera
houses
• Opera at the Cinema attracts a very specific audience which isn‟t necessarily
interested in going to a normal movie screening
• The experience during Opera at the Cinema stays crucial!

16. Q&A
Just shoot …