This document discusses trends in customer behavior and relationships that are impacting the cinema industry. It notes that as social networks have grown, individuals with more connections on these platforms can have more influence over audiences. Additionally, it outlines how cinema chains like ODEON are using their presence on social media and location of sites to engage different customer groups and build their reputation.

1. Technological and
Customer shift rends in
cinema
Hamza Ali, Saandati Karim,
Daniel Nyirenda
Alex Baker

2. Relationships
 Borgatti & Foster theorise in a social network theory to explain the
importance of different relationship traits.
 They suggest the structural property of a user’s relationship refers to how
many connections they have and their position in their network of
relationships.
 The denser and larger an individual’s network is and how central their role is
in that particular network is suggestive of how much of an influential member
they are.
 For instance, a celebrities, with thousands of followers or friends on a social
networking platform, opinion on a movie would have a far larger impact on
the wider audience than an individual with fewer followers or friends.

3. Relationships cont.
 The emergence of changes in consumer behaviour has been catalysed by the
increase usage of social networking sites. This has been facilitated through
the increase in data.
From 2010, it has been predicted that by 2020:
 Internet users – 1.9 B to 5 B
 Mobile Subscribers – 5 B to 10 B
 Digital Information in the world – 800 exabytes to 53 zetabytes

4. Presence
 ODEON the Europes leading cinema chain has the most sites in the UK their
presence is done firmly by placing sites in big locations such as the West End
 Odeon regularly host big premiers on their Leicester square site which gives
them a bigger presence over their competitors
 A location finder is made available on their facebook page to make it easier
for people to find a site close them this is a effective way to build local
presence.

5. REPUTATION
 Reputation risk is a threat for any organisation consequently they have to well
control their interactivity.
 As many organisation Odeon interacted on social media with its customer and
potential ones.
 While Odeon is the 2nd UK cinema chain with 23.9 % of the market share, its
facebook page has received about 480000 “likes” and less than 1 millions
visited.
 Odeon is active and reacts quickly on social media. On the 5th January, it
announced that a fake instagram account has been opened two days earlier.

6. Sharing and Conversation

7. Groups
 Customers can be divided in to separate groups.
 There are people who go often to the cinema and others who go once in a
while
 The cinema has got incentives in place to match everyone's needs and
demands so each group/category is satisfied.
 Odeon cinemas have a premiere club card which is aimed at the group of
people who go often to cinemas and there are other incentives which are
more appropriate for different groups.