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REIMAGINING THE MOVIE
THEATRE EXPERIENCE
Ranjith Melarkode & Bhavesh Shah
Chief Technology Officer Head of Experience
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
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
Relevance of Cinema in a Netflix Age
SocialExperiential
Celebration
Outing
Friends & Family
Shared ExperienceExciting Food
Big Screen
Great Sound
Undisturbed
Experience Design:
Elements
ELEMENTS OF
EXPERIENCE
INNER OUTER
POSITIVENEGATIVE NEUTRAL
CORE
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
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
Experiences outside the
cinema prior to or after the
cinema experience
Outer Experience
Difficult to control
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
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
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
Experience Design:
Guidelines
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
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
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
"If I had asked people what they wanted,
they would have said faster horses.”
Henry Ford
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
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
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
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
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
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
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
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
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
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
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
The SPI Cinemas
Experience
Our Experience
Lobby, Luxe
Our Experience
Luxe lobby
Our Experience
Lobby, Escape
Our Experience
Luxe Sathyam
Plush, Escape Kites, Escape
Our Experience
ID Ecstasy
Bliss Spa Dine, Escape
Role of Technology
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
Re-imagining the Movie Theatre Experience
THANK YOU

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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
  • 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
  • 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
  • 33. Our Experience Luxe Sathyam Plush, Escape Kites, Escape
  • 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