3. Background of movie
Theatres
• Deep crisis in movie distribution market
– introduction of new technologies (streaming, home theatre and DVD and
Blue Ray formats)
• cinemas gain more revenues from food and beverages than
cinema tickets
• SOLUTIONS:
– 3D IMAX
– GOLD CINEMAS!
Odeon Suite
Odeon suites offers a combination of
cinema experience and aperitivo. Which
include several services:
• Cloakroom
• Aperitivo with finger food
• Limited number of seats
• Reclinable leader armchairs by
Poltrone Frau
• Pop-corn
4. Research Question
“What are the attributes of Odeon Suite's special
offer, that affect the emotions of its audience and
how does this finally influence the customers’ future
behavior? ”
“And, is there any difference on such influences
among different customer groups? ”
5. Qualitative analysis
Focus Group In-depth interview
• Price
• 3D problem
• Match of Aperitivo and
Cinema doesn’t fit each other
as well as Match of Opera
and Aperitivo
• Most customers select movie
first instead of going directly
• Cinema lovers do not care
about additional services
with Massimo Ferrera:
• Combininig the Italian
tradition (aperitivo) with the
cinema experience
• Target: people above 25,
faculty educated and
wealthy
• Make customers “feel like
they are at home” and they
are special
• Cinema experience which
everyone can afford
• Manager’s request: analyze
customers living area
6. Questionnaire
• Questionnaire design
– measuring the cinema environment / information rate
• The Information Rate Scale (Mehrabian & Russell, 1974)
• Special items of Odeon Suite; focus group; manager interviews
– measuring emotions
• the 18 adjective pairs used by major researches to construct emotional scale
– measuring behavior
• approaching/avoiding behavior theory
• other research in different areas (restaurant, etc.)
• special situation of Odeon Suite as a cinema
– general and demographic information
• The cinema manager is interested in the characteristics of Odeon Suite’s target customer; especially,
where do they live
• Sample collecting
– 55
– About 80%
Table 1 Response Rate
Date Total Reached
05.05.2012 (evening) 13 11
05.05.2012 (night) 5 4
06.05.2012 (evening) 4 3
06.05.2012 (night) 0 0
08.05.2012 (evening) 9 7
08.05.2012 (night) 0 0
09.05.2012 (evening) 23 15
09.05.2012 (night) 2 0
11.05.2012 (evening) 8 6
11.05.2012 (night) 8 6
12.05.2012 (evening) 3 3
12.05.2012 (night) 0 0
14. Classification
Is there any difference on such influences among different
customer groups?
Aperitivo
Special
service Movie
Novelty Fullness
Pleasure
Arousal
Dominance
Willingness
Behavior
0.242
0.3230.4
0.283
0.234
0.568
-0.385
0.304
0.444
0.276
0.679
0.163
0.319
0.36 0.150.29
15. Group 4
• Senior(45), female, different education levels,
go for movie as as well as for a different
experience
Customer groups
Group 1
•33, female, highest education, go for movie,
•highest satisfaction and willingness level
Group 2
Group 3
•32, bachelor degree, go with friends
•not satisfied with the movie
•Youngest group, male, relatively low
education level, go for various reasons,
•lowest satisfaction and willingness level
17. Conclusion
What are the attributes of Odeon Suite's special offer, that affect
the emotions of its audience and how does this finally influence
the customers’ future behavior?
• Novelty of the environment (general) + the quality of aperitivo
service + other special services + the movie pleasure and
dominance Behavior
• Fullness and Arousal is irrelevant
Is there any difference on such influences among different
customer groups?
• Ideal target customer highly educated, rich female above
30 years old, who cares about the movie and enjoys an
exclusive experiences
• Movie quality dominance feeling of target customer
18. Managerial implications
Issues Suggestions
• Movie selection
• Aperitivo service
improvement
• Reach the right target
customers
– Lack of communication
– Booking problem
• movie portfolio
• customer feedbacks/surveys
• the first group have aperitivo
with the second group together
• reservation service
• Differentiate the offer
• Focus only on the high class
• Different communication for
different focuses
• Negotiation with SIAE
21. Part 1: measuring the cinema environment
/ information rate
• The Information Rate Scale
(Mehrabian & Russell, 1974)
• special items of Odeon
Suite
• focus group
• manager interviews
22. Part 2: measuring emotions
Part 3: measuring behavior
• the 18 adjective pairs used
by major researches to
construct emotional scale
• approaching/avoiding
behavior theory
• other research in different
areas (restaurant, etc.)
• special situation of Odeon
Suite as a cinema
23. Part 4: general and demographic
information
• The cinema manager is
interested in the
characteristics of Odeon
Suite’s target customer;
• Especially, where do they
live
25. Descriptive – preferences
0 5 10 15 20 25
movie
cinema
relaxation
friends
different experience
aperitivo and movie
other
Reason for Odeon
87%
7%
6%
3D
Prefer 2D
Prefer 3D
Missing
0 5 10 15 20 25 30 35
almost never
1 times per month
2-3 times per month
4-5 times per month
6 times or above
frequency to cinema
Movie & friends Prefer 2D
Normal frequency
26. Descriptive – satisfaction
and behavior
69%
29%
2%
Satisfaction
Satisfied
Middle
Not satisfied
69%
27%
4%
Recommend to others
Very likely
Middle
Not likely 60%
35%
5%
Come back
Very likely
Middle
Not likely
47%
47%
6%
Price
Nice price
Acceptable
price
Not
reasonable
33%
54%
13%
rent this place
Very likely
Middle
Not likely
Recommend
Satisfied
Come Back
Rent if not $ Acceptable price
27. Factor analysis – cinema
environment
General information rate Specific service
Rotated Component Matrixa
Component
1 2 3
Room .910 .100 -.075
Food .678 .052 .436
Hardrobe .276 .482 .444
Chairs .350 .738 -.084
Limited seats -.043 .797 .004
Staff .702 .277 .225
Movie .052 -.089 .901
Special .346 .406 .390
Rotated Component Matrixa
Component
1 2
Novel .328 .639
Complex .685 .232
Coherent -.209 .701
Full .887 -.181
Crowded .889 -.219
Surprising -.253 .458
Rare .040 .720
Factor 1: Fullness
Factor 2: Novelty
Factor 1: Aperitivo related
Factor 2: Special/unique service
Factor 3: Movie
