The document proposes pitching an idea to the client Cineworld to launch an online video streaming service for films. The key points are: 1) Cineworld is the 2nd largest cinema operator in Europe and the proposal is to modernize their business by allowing customers to stream films online. 2) Research shows there is a large target audience that watches films and TV online through services like Netflix and Amazon Prime. 3) An online service could generate increased revenue for Cineworld from membership fees and purchases with minimal upfront costs. This would provide an advantage over competitors.

1. UNIT 2, TASK 2. CREATE, PITCH & PRESENT
A NEW MEDIA PRODUCT FOR A SPECIFIC
CLIENT. By Chelsie Brandrick

2. WHY I CHOSE THIS IDEA
• Useful
• Not completed before
• Broaden my knowledge
• Gain experience
• Test my own ability
• Innovation

3. CLIENT – CINEWORLD
Founded 1995
2nd largest cinema operator in Europe with
218 cinemas and 2011 screens

4. RENFREW STREET, GLASGOW
• Tallest Cineworld cinema in the World
• 203 feet/62 metres tall
• 4,300 seats
• Over 1.8 million annual visitors

5. PITCH
Watch films online

6. PITCH
Why online?
• Promote brand
• Increased revenue
• Still have screen advertising revenue prior to commencement of film
• Advantage against competitors
• Minimal costs

7. PITCH
Why choose my idea?
• Distinct advantage against competitors
• Strong technology platform
• Future security

8. PITCH
Increased Revenue

9. PITCH
Minimal costs
• Dropdown menus at the top
• Easily add another dropdown menu to incorporate
‘Watch online’ section.
Watch
Online

10. WEBPAGE IDEA
Prices:
Monthly membership
Pay per film
Films to purchase
Combined cinema and online
Drop down menus showing costs for each
one. Click on chosen option prior to film
choice.
For online assistance, please ring
0800 123 456
• Click on chosen film.
• Webpage forwards customer to payment page to either key in monthly membership number linked to
email address, or option to purchase film or pay to watch once.

11. PRODUCT VARIATIONS
• Monthly membership
£16.90
• Pay per film
variable
• Films to keep
variable
• Combined cinema and online £25.00

12. TARGET AUDIENCE
• How many people go to the cinema?

13. HOW MANY PEOPLE WATCH FILMS OR
PROGRAMMES ONLINE IN THE UK THROUGH
NETFLIX, AMAZON PRIME OR SKY’S NOW TV?
6 million people in March 2015.
8 million people by the end of 2015.

14. People Watching TV Or Films Online At Least Once A Week
According To The Ofcom Survey
By age
1609 240 277
319 265 228 280
According to the Ofcom Survey above, the highest figure of people that watch TV or films
online, at least once a week, is 16 - 24 year old. Although all adults show between 12%
and 39% of internet users watch TV or films online. Therefore I believe my target
audience consists of all adults from 16 to over 65, with a focus on 16 to 54 year old, as
they have the highest percentages overall.

15. BY SOCIO-ECONOMIC GROUPS

16. TARGET AUDIENCE SUMMARY

17. SWOT – STRENGTHS, WEAKNESS, OPPORTUNITY,
THREATS
Strengths
• Comfortable at home
• Affordable
• Good selection of recent films
• Easy online system
• Large target audience
• Health/personal reasons
• Help for over 65’s to encourage use

18. SWOT – STRENGTHS, WEAKNESS, OPPORTUNITY,
THREATS
Weaknesses
• Decline in attendance
• Decrease in food/drink revenue
• No Internet

19. SWOT – STRENGTHS, WEAKNESS, OPPORTUNITY,
THREATS
Opportunity
• Increased revenue
• Gift cards
• Broaden target audience
• Expansion

20. SWOT – STRENGTHS, WEAKNESS, OPPORTUNITY,
THREATS
Threat - Competitors
• Netflix
• Amazon
• Sky Movies
• Sky’s Now TV

21. REQUIREMENT
• Skills needed to produce
• Equipment/Technology needed to produce
• Marketing strategies to promote
• Time to produce
• Future requirements

22. COST
Cost to produce V potential income

23. UNIQUE SELLING POINT (USP)
• Increased revenue from online films
• Increased revenue by screen advertisements in the cinema and online
• No huge costs
• No other competitor for recent films
• Large target audience
• Brand marketed globally

24. FUTURE PROJECTIONS - HOW MUCH DO
AUDIENCES SPEND ON FOOD AND DRINK?

25. CONCLUSION
• Modernise Cineworld
• Facility for films online
• Marginal costs
Result
• Increased revenue
• Wider audience
• Enhancing brand

26. If you require any further information please contact me directly or visit my blog:-
Cbrandmedia.blogspot.co.uk

27. BIBLIOGRAPHY
• Amazon Prime, (2016), Available from: https://www.amazon.com/Prime-Video [Accessed 15 June 2016] Ashwin, A, Merrills, S,
Thompson, R, Machin, D. (2008) AS Business Studies, Collins
• Broadcaster’s audience research board (BARB), (2016), ‘The impending death of traditional TV’. Available from: http://www.barb.co.uk
[Accessed 15 June 2016]
• British Film Industry (BFI), (2016) ‘Films on UK TV’ Available from: http://www.bfi.org.uk/education-research [Accessed 15 June 2016]
• Cineworld cinemas, (2016) Available from: www.cineworld.co.uk [Accessed 15 June 2016]
• Cineworld plc, (2016) ‘strategic report’ Available from: www.cineworldplc.com [Accessed 15 June 2016]
• Curtis, S, Warman, M. (21 August 2014), ‘How the web is reshaping TV’, The Telegraph
• Jackson, J. (6 August 2015),’Two thirds of UK’s Netflix and Amazon users don’t watch their original shows’, The Guardian
• Motion Picture License Company, (MPLC), (2016), Available from: http://www.themplc.co.uk/ [Accessed 15 June 2016]
• Netflix, (2016), ‘Financial Statements’ Available from: www.netflix.com [Accessed 15 June 2016]
• Network Solutions, (2016), ‘Adding pages to your site’ Available from: http://www.networksolutions.com/support [Accessed 15 June
2016]
• Ofcom, (2016), ‘research’ Available from: http://stakeholders.ofcom.org.uk/binaries/research/ [Accessed 15 June 2016]
• Sky, (2016), ‘Sky movies’ Available from: www.sky.com [Accessed 15 June 2016]
• Statistic Brain Research Institute, (3 April 2016), ‘Netflix statistics’ Available from: http://www.statisticbrain.com/netflix-statistics/
[Accessed 15 June 2016]
• Wikipedia (2016), ‘Cineworld’ Available from: https://en.wikipedia.org/wiki/Cineworld [Accessed 15th June 2016]
• Wohlsen, M, (20 October 2014), ‘As online viewing soars, internet TV will soon be the only TV’, Wired Magazine