Consumer Behavior Study - Reserved Seating at the Movies

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Study of consumer behavior and opinion for the Alamo Drafthouse in Austin. Integrated customer feedback surveys, interviews, intercepts, and consumer behavior theories to provide an analysis of the problem and recommendations.

Business

Josh Clark, Lauren Rogers, Tracy Wing, Nancy Xie,
Ruthie Jenkins, Sarah Weinstein, Jennifer Kott

Saturday, April 6, 2013

FROM THIS MOMENT ON, THIS AUDITORIUM
IS OFFICIALLY A NO TALKING ZONE.

Saturday, April 6, 2013

FROM THIS MOMENT ON, THIS AUDITORIUM
IS OFFICIALLY A NO TALKING ZONE.

AND FOR THE RECORD, TEXTING AND
TWEETING TOTALLY COUNT AS
TALKING.

Saturday, April 6, 2013

WHAT’S HAPPENED

> Alamo Drafthouse recently
changed to all reserved seating.
Their reasoning -- to save their
customers’ time.

Saturday, April 6, 2013

WHAT’S HAPPENED

> They tested diﬀerent methods of
reserved seating at diﬀerent
theaters. (In Consumer Behavior
we call this a “foot in door
technique”)
Saturday, April 6, 2013

WHAT’S HAPPENED

> This turned a low-eﬀort decision
into a high-eﬀort decision,
requiring plans to be made ahead
of time.

Saturday, April 6, 2013

VIDEO

> Many of Alamo Drafthouse’s most loyal customers
disliked the change. They vocalized their fervent
opinions through the blog and social media.

> But most of the people we talked to were pretty okay
with it.

> (There’s a video on the next slide)

Saturday, April 6, 2013

DISCOVERY

> Alamo Drafthouse thinks the problem is
time.
> Customers actually more concerned
about stress.

Saturday, April 6, 2013

CLEAR COMMUNICATION
AWARENESS

> Scripts

Saturday, April 6, 2013

EMPHASIZE MOBILE
AWARENESS

Cue -> Routine -> Reward

Bored -> Box Oﬃce -> Entertainment

Bored -> Mobile App -> Entertainment

Saturday, April 6, 2013

KEEP COMMUNITY
IMAGE

> Complexity

Saturday, April 6, 2013

KEEP COMMUNITY
IMAGE

> Host events prior to
special events and
premiers.
> Experience Economy

Saturday, April 6, 2013

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Consumer Behavior Study - Reserved Seating at the Movies

1. Josh Clark, Lauren Rogers, Tracy Wing, Nancy Xie, Ruthie Jenkins, Sarah Weinstein, Jennifer Kott Saturday, April 6, 2013

2. Saturday, April 6, 2013

3. FROM THIS MOMENT ON, THIS AUDITORIUM IS OFFICIALLY A NO TALKING ZONE. Saturday, April 6, 2013

4. FROM THIS MOMENT ON, THIS AUDITORIUM IS OFFICIALLY A NO TALKING ZONE. AND FOR THE RECORD, TEXTING AND TWEETING TOTALLY COUNT AS TALKING. Saturday, April 6, 2013

5. WHAT’S HAPPENED > Alamo Drafthouse recently changed to all reserved seating. Their reasoning -- to save their customers’ time. Saturday, April 6, 2013

6. WHAT’S HAPPENED > They tested diﬀerent methods of reserved seating at diﬀerent theaters. (In Consumer Behavior we call this a “foot in door technique”) Saturday, April 6, 2013

7. WHAT’S HAPPENED > This turned a low-eﬀort decision into a high-eﬀort decision, requiring plans to be made ahead of time. Saturday, April 6, 2013

8. VIDEO > Many of Alamo Drafthouse’s most loyal customers disliked the change. They vocalized their fervent opinions through the blog and social media. > But most of the people we talked to were pretty okay with it. > (There’s a video on the next slide) Saturday, April 6, 2013

9. AWARENESS AND IMAGE Brand loyalty Attitude resistance Mere exposure eﬀect Negative bias Saturday, April 6, 2013

10. NEW QUESTIONS Saturday, April 6, 2013

11. DISCOVERY Saturday, April 6, 2013

12. DISCOVERY Saturday, April 6, 2013

13. DISCOVERY > Interviews: > Satisfaction with reserved seating > Concern about spontaneity > No Talking policy is a part of the brand > Time vs. Stress Saturday, April 6, 2013

14. DISCOVERY > Alamo Drafthouse thinks the problem is time. > Customers actually more concerned about stress. Saturday, April 6, 2013

15. DISCOVERY Saturday, April 6, 2013

16. DISCOVERY Saturday, April 6, 2013

17. AWARENESS AND IMAGE > What can the Alamo Drafthouse do to maintain their brand image, and increase awareness of the change? Saturday, April 6, 2013

18. CLEAR COMMUNICATION AWARENESS > Scripts Saturday, April 6, 2013

19. EMPHASIZE MOBILE AWARENESS Cue -> Routine -> Reward Bored -> Box Oﬃce -> Entertainment Bored -> Mobile App -> Entertainment Saturday, April 6, 2013

20. KEEP COMMUNITY IMAGE > Complexity Saturday, April 6, 2013

21. KEEP COMMUNITY IMAGE > Host events prior to special events and premiers. > Experience Economy Saturday, April 6, 2013

22. CONNECT BRAND IMAGE > Create a pre-show video to connect the change in seating with the brand, similar to the “No Talking” videos. > Schema > Compatibility Saturday, April 6, 2013

23. Thank you! Saturday, April 6, 2013

Consumer Behavior Study - Reserved Seating at the Movies

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