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Re-imagining the Movie Theatre Experience

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Re-imagining the Movie Theatre Experience

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Re-imagining the Movie Theatre Experience

  1. REIMAGINING THE MOVIE THEATRE EXPERIENCE Ranjith Melarkode & Bhavesh Shah Chief Technology Officer Head of Experience
  2. What is an Experience? Awesome! Alright. Could’ve been better. Never going back. Physical Spaces Virtual Spaces Service Content Other Customers Series of interactions between an individual and a business Each leaving an impression / memory / opinion
  3. Retail : Why is Experience relevant? In a highly commoditised environment Experience is the true differentiator Brick and Mortar Online Create excitement and desire to purchase Best to showcase new products Multisensory engagement Neutral online preferred vs bad human Best for Consistency, convenience, scale Lesser sensory engagement
  4. Relevance of Cinema in a Netflix Age SocialExperiential Celebration Outing Friends & Family Shared ExperienceExciting Food Big Screen Great Sound Undisturbed
  5. Experience Design: Elements
  6. ELEMENTS OF EXPERIENCE INNER OUTER POSITIVENEGATIVE NEUTRAL CORE
  7. Watching the movie The image, sound, seat comfort and immersiveness of the theater is of primary importance Some people cannot perceive quality differences in sound and image Core Experience
  8. The experience in the cinema environment while not watching the movie Includes the box office, concession, lobby, toilets, poster-cases, ambient music, etc. Ample scope for differentiation Inner Experience Box office, Luxe Restroom, Palazzo
  9. Experiences outside the cinema prior to or after the cinema experience Outer Experience Difficult to control
  10. A negative experience is one that if done well, does not give the customer a sense of elation but when done badly creates substantial negative perception about quality Examples – Hygiene, long queues, broken seats, house lights not switched off during movie Implication – High priority Should be fixed before working on anything else Negative Experiences
  11. Experiences that get you to notice and possibly go WOW Examples – Great decor, exceptional food quality and variety Implications – Greatest effect Positive Experiences Lobby, Luxe
  12. These are interactions that don't evoke a reaction from customers in spite of sometimes providing considerable value to the customer Example - Efficient customer service Implication - Less bang for the buck. Can be combined with many such neutral experiences to create an overall positive experience Neutral Experiences Click - Browsing Centre, Escape Flip - Library, Escape
  13. Experience Design: Guidelines
  14. View interactions only through the eyes of the user Break them down in the sequence of use Details, details, details Map the Existing Experience Awareness Discovery Attraction Interaction Purchase Use Cultivation Advocacy Purchase Post-purchase Pre-purchase Indirect Direct
  15. Assume money, resources, technology and other limitations do not exist Push the boundaries even exploring the impractical, absurd solutions Think ahead, not for today, but 3-5 years down the line This exercise would give a sense of direction to a more practical immediately usable experience Brainstorm the Dream Experience
  16. Customers know what they don't like Rarely will they be able to give you groundbreaking insights Understand what would be of value to them Understand but don’t ask the customer
  17. "If I had asked people what they wanted, they would have said faster horses.” Henry Ford
  18. Use the environment to interact with multiple senses Each interaction should ideally trigger multiple senses Multisensory, more likely to get noticed Create Multisensory Interactions 2013, MCorp Consulting
  19. Interactions that do not enhance the customer experience - checking tickets - security scan - queues Are they necessary? Can we simplify them? To prevent a few wrongs we sometimes inconvenience a substantial majority Use technology where possible to work around such an interaction Identify Unwanted Interactions
  20. Your industry might only have a few benchmarks. Some of the best experiential work is happening right now in retail, hospitality and the casino (gaming) sector Look Outside the Industry
  21. Cinema going is a social experience, much like going to a restaurant - You don't just go for the food - You want to share the experience with others Identify opportunities to create social interactions - Planned and Chance Eg. Smoking Room People interact even if they dont know each other Create Social Interactions Puff - Smoking Lounge, Escape Dine, Escape
  22. People perceive an interaction based on their base expectation level For example if the toilets were expected to be poorly designed or average at best they will be wowed by a great toilet Manage Expectations Restroom, Escape Restroom, LuxeRestroom, Escape Find opportunities where customers have low expectations. Those are the greatest opportunities to get a customer to go WOW
  23. Redesigning experience is a continuous process Do it one step at a time Make sure the new experience is sustainable Use a new build to make dramatic changes if needed Use one location as a pilot Incremental Improvements Change is not an event, it’s a process. 1974 2007
  24. Customer perceptions are quite often more important than actual value Some interactions, even though, not used often by people, by being available can create a perception of overall quality For example, a great wine list in a restaurant enhances the customers appeal even though the customer is unlikely to order some of the expensive wine Perception vs Actual Usage Bliss Spa, Escape
  25. People perceive the same experience differently Any experience needs to be acceptable to all as cinemas have a complete cross section of society as customers Don't create interactions where they are perceived positively by some and negatively by others. Worst case they can be neutral Everyone is not the same
  26. Some experiences such as image and sound quality are valued by all but not perceived by some Communicate these effectively to get the group that has not seen the difference Invisible Experiences
  27. Change in the customer experience can be a positive and/or negative Customers appreciate constant innovation. Displaying intention of change is more important than the change itself. Caution: Changes to habitual activity can disrupt familiarity Change
  28. Find ways to ensure that competitors can’t or won’t want to follow you Complicate your business rather than simplify Build an organisation culture of innovation that is not quickly replicated Create Sustainable Differentiation
  29. The SPI Cinemas Experience
  30. Our Experience Lobby, Luxe
  31. Our Experience Luxe lobby
  32. Our Experience Lobby, Escape
  33. Our Experience Luxe Sathyam Plush, Escape Kites, Escape
  34. Our Experience ID Ecstasy Bliss Spa Dine, Escape
  35. Role of Technology
  36. Technology: Enhancing Experience in Cinemas Drive Personalisation Subtitles in a language of choice Pre-reserved tickets for likely to watch movies Enhance engagement Vote for Interval content : Advertising, trailers Control temperature in auditorium as a community Promote social interaction Visibility on friends booking tickets for movies Invite people, vote for movies and create your own shows Reduce negative experiences Remove waits Remove checks
  37. THANK YOU

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