What Type(s) of Promotion Could Attract More Attendance at Cineplex Cinemas?
Thi Net Lu and Thi Huynh Nhu Ho
Faculty of Commerce and Business Administration, Douglas College
What Type(s) of Promotion Could Attract More Attendance at Cineplex Cinemas?
This paper is about which type(s) of promotion could help Cineplex to increase its movie ticket sales. Product overview, problem definition, plans for secondary research, focus group and descriptive research, as well as an expected report, are discussed.
Product Overview
Cineplex is the largest company leading in the “film entertainment, amusement and leisure, and media sectors” in Canada with one of its main products is movie ticket (Cineplex, n.d., para. 1). The information is available on its website http://cineplex.com
Problem Definition
There is a forecast of a decline in the Canadian movies and entertainment market until 2023 (MarketLine, 2019, p. 8). It is because of the high competition in the industry with a strong threat from streaming services such as Amazon, Netflix and Hulu (MarketLine, 2019, p. 21). Cineplex particularly experienced a drop in sales which eventually led to its profit decreased in the fourth quarter of 2019 (Deschamps, 2019). This trend does not just happen recently but since the years before. Cineplex (2019) points out that 1.6% of theatre attendance dropped when comparing the data of the two years 2017 and 2018.
As the result, managers ask: What Cineplex could do to increase the sales of movie tickets? How Cineplex could attract more attendance to increase its sales? To solve this issue, a marketing research question of What type(s) of promotion could attract more attendance at Cineplex cinemas? would be the focus of this study.
Secondary Research Plan
The information of Cineplex, including its movie ticket, consumers, competitors, and the movie industry can be collected by searching on the company’s official website, the annual reports of the company, and also other related websites or articles such as the website of the Movie Theater Association of Canada and potential competitors’ databases.
Focus Group
According to Rezaeian (2019), the focus group will help to discover the knowledge, and the participants’ attitude toward the given product or service. Hence, we would like to conduct the focus group with the most potential participants are students from Douglas College who are or were customers of Cineplex.
Descriptive Research
Social media may help much more if we want to collect more information by sending online survey.
Report
After collecting data about available promotions and reactions of potential customers about them, we expect that we could find out what kind of promotion could attract people’s attention to Cineplex theatre the most. The result will be the supporting tool for the Cineplex managers to decide the chosen program, which brings the highest possibility of increasing sales to the company.
References
Cineplex (2019, February 14). Management’s Discussion and Analysis. Retrieved from http://irfiles.cineplex.com/reportsandfilings/annuallyquarterlyreports/2018/CineplexMD_A%20(Annual)%20-%20FINAL.pdf
Cineplex. (n.d.). Corporate. Retrieved from https://www.cineplex.com/Corporate/Information
Deschamps, T. (2019, February 15). Cineplex Profit Drops as Theatre Attendance Declines. The Global and Mail. Retrieved from https://www.theglobeandmail.com/business/article-cineplex-profit-drops-as-theatre-attendance-declines/
Marketline. (2019, October). Industry Profile: Movie & Entertainment in Canada. Retrieved from http://0-search.ebscohost.com.orca.douglascollege.ca/login.aspx?direct=true&db=bsu&AN=139772095&site=eds-live&scope=site /
Rezaeian, M. (2019). An Introduction to Focus Group Research. Journal of Rafsanjan University of Medical Sciences, 18(1), 97-104. Retrieved from https://0-search-ebscohost-com.orca.douglascollege.ca/login.aspx?direct=true&db=a9h&AN=136531509&site=ehost-live&scope=site
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