The UK cinema industry is a mature market that has enjoyed strong recent growth from the opening of multiplexes. What strategies can cinema operators employ to maintain growth?UK cinema audiences keep rising, but as the market matures chains are turning to alternative content and loyalty schemes to encourage customers to forsake their home entertainment systems.Cinema admissions in 2002 are expected to be at their highest since 1971, with a full-year projection of 174 million admissions
Marketing Strategies used:
Since the economic downturn, the mainstream media industry on a whole has struggled and now companies within other sectors of the market have started to diversify in to other markets they have not entered before, in order to build customer loyalty as a consumer if more likley to stay with a company if they offer more "freebies" and discounts. One example of this is Orange Wednesdays, now customers with Orange are able to by discounted 2 for 1 cinema tickets just for being with their network, another reason why the cinema is becoming more popular in society. This "deal" is often portrayed by the comic advert staring the wicked witch of the east. Research shows that cinema is becoming more popular in todays age as in the UK there are nearly 19,000 people per screen in comparison to a mere 29,000 in 1995.
plus more amateur films are becoming more popular within the UK cinema market as big budget films can often be watched elsewhere, however on the flip-side referring back to the economic situation at hand, the cinema has become an 'cheap' attraction and with the constant release of comedy and romance films on the markets often cheer viewers up!
After reading through some marketing books i have found out that there are two types of markets, in the overall market:
mass market: which sell ordinary things to very large numbers of people at reasonably cheap prices.
Niche market: Serve specialist consumers.
Market Segmentation.
When producing and creating my teaser trailer i will take into consideration my intended target audience. Often a product is target to a specific sector of the market these are:
-Age- E.g. the film "The Queen" was predominately targeted at a older generation whereas American Pie was targeted at a teenage audience.
-Social Class- The social hierarchy consisting of class A (the professionals) all the way down to class E (the unemployed)
-Location- for example trying to sell a stottie cake outside the Northeast would not maximize potential sales.
-Culture/ Religion- different groups that have their own unique products.
-Gender- Some films are targeted more towards males of females for example Wild Child, is mostly intended for girls.
Sales and promotion:
Like the example i used earlier in my blog often special tactics are used to try and draw potential customers in after researching i have found some examples;
-Buy one get one free offers.
-Discounts
-Competitions and Draws
-Free Gifts
-Product trails.
-Advertising in peek hours in largely populated places such as oxford street station.
After doing more research i will publish the methods of marketing that I attend to use, to sell my product, a more detailed target audience blog will also be published, some parts of this will be included in my evaluation.
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