Download - Impulse Buy for Trailer Movies
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Impulse Buy for Trailer Movies
1) Theatre new revenue = Sell trailer movie tickets
2) Sell sales data to studios
Dr Wes Boudville [email protected]
( Fandango / Nielsen for theatres )
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Problems
a. Patron likes trailer => cannot buy ticket to movie
NO IMPULSE BUY
b. Trailer = hard to measure efficacy in theatre
[ Focus group = possible biased opinions ]
c. What goes into TV commercials for movie ?
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Major Theatre Markets (2012)
US / Canada 10.8
Japan 2.4
Germany 1.3
UK 1.7
Total 15.2
$ billion
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2nd screen Projection screen
..phone
patron
Inside Theatre
Trailers + movie
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2nd Screen
$
TrailerMovie
# ticket Threshold
Prices
10
15 20
2 18
129
Hunger Games
Planet of the Apes
Battleship
10
10
10
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Method
1. Patron scans barcode
2. Gets theatre page for trailer movie
3. Buys ticket
4. counter increases
5. counter = threshold => $ falls for everyone who bought ( Volume discount ~ Groupon )
Threshold = Force multiplier = feedback loop = for patron who has not bought yet = Gamify sales
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Advantages
1. Theatre can adjust discount and threshold [ unlike Groupon ]
2. Each theatre is a psychology lab. [ Testable hypotheses ]
Example - A/B Testing
Movie has romance and action. Studio makes 2 trailers.
Romance trailer sells more tickets =>
a) Theatre shows romance trailer more
b) Studio makes TV commercials and billboards with romance theme
c) Studio adjusts plot in final release [ in extreme cases ]
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Advantages
1. Method is like Google contextual ads
Context = Patrons pre-qualified
Already bought ticket to movie =>
Able + willing to go to theatre
2. Patron buys ticket to trailer movie =>
2a. Repeat customer [ theatre knows 2 purchases ]
2b. Electronic purchase for future event =>
Theatre ask email addressFor reminders + future sales [ eg. Netflix ]
[ Know your customer ]
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US Patent “Dynamic Group Purchases Using Barcodes”
( 2012 )
Passed exam by South Korea Patent Office =>
Patents Pending
Japan
Germany
UK
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Intellectual Property Scope
100 years of trailers, no innovation of buying in theatre =>
a. PTO awarded patent on 1st Office Action [ fast ]
b. Easy to prosecute infringers
c. patent has broad scope
[ unlike patents in search, social networks, auctions ]
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Competition
Movie rentals - Netflix, Blockbuster, Redbox,
Apple, Fandango
Amazon
Ratings - Nielsen
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Second use – Outdoor Group Purchases
Locations = crowds
Rose Bowl, Coliseum
Nightclubs, Sunset Strip,
Nokia Live / Staples Center
Convention centers
Colleges
Items = maybe related to location
= gamify to spur sales
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Flatbed truck with electronic billboard
$
110
140
45
15 20
2 18
129
Cowboy hat
Gucci handbag
Glenfiddich
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Park near Crowd