Movie Theater at HomeNew Release-In Theater at Home Video Streaming

The end of “I will just wait for it come out on DVD.”

Kaila Svoboda

Situation Analysis

• Background Research• SWOT• Key Problems to be Solved

Background Research

• Since the introduction of on-demand and streaming devices like Netflix, HBOGo, and Hulu, it’s becoming more appealing to stay in and watch something in the comfort of one’s home than the other rather pricier theater setting (2015)• When you add in the price for gas, snacks and other options available in

theaters even if one still needs to pay to view the movie through our device, it still is relatively cheaper.• According to Noelia De La Cruz over at Business Insider, quoting results of a

study done by CouponCabin “Of 2,217 adults surveyed, 61% said they rarely or never go to the movies anymore” (2012). Due to the price of a movie ticket and the extras involved. Even though the article is a tad bit outdated, prices have increased even more since this article was published with the current average price of a single movie ticket for an adult in Ohio is $9.50.

Comments from Individuals on Cinema Blend about going to the theater:• “Why should I pay $11 for myself, and another $11 for my wife, when we can buy the

blueray for $24, and watch it on our huge flat screen TV. I can have a bourbon, go to the bathroom, pause it to answer my wife or the phone. Come on folks, this is simple” - Anonymous

• “I hate going to the movies because people can't stop talking, texting, or cramming food in their mouth long enough for me to enjoy a movie in relative quiet” – Film Fan

• “Hardly surprising findings, who wants to go to a cinema with idiots sitting near you, on their mobile phones, eating crisps and sweets like a hungry T Rex. No thanks, download it or stream it and watch on the big plasma screen at home. I think cinema's are living on borrowed time in a digital online age.”- Anonymous

Others agree, we need online streaming of new release movies!

• Strengths• Comfort of your own home.• Soda, popcorn and snacks readily

available and relatively cheap (much cheaper than the movie theater)• Watch when ever you want to,

down time.• Quiet and clean environment

• Weaknesses• Will be the same price as a movie

ticket per movie but viewers save more by having snacks at home and saving gas and time by staying at home.

• Opportunities• Pay-per-view• Subscriptions• People who own 3-D televisions can also

watch the same 3-D movies at home that are airing in theaters

• If the movie theaters offered this service, they still make the same money.

• People enjoy staying home. • Popularity of Netflix proves that

streaming video is a better option than going to rent from a brick and mortar organization.

• Threats• Due to the number of illegally

downloaded and streamed new release movies on multiple sites, many may not see this service as reliable unless it is done by movie theater companies and/or film corporations e.g. 20th Century Fox, Walt Disney, Sony etc.

• Also, due to the nature of the service it would be difficult to prosecute those who illegally copy the films if the site is not regulated properly.

Advertising problems to be solved

• This service would be indistinguishable from any others on the market.• Though viewers would still need to pay the same price as they would

at the theaters, the time and gas that it takes to get to the designated theater and extra snack and food prices would be eliminated• Remove the sigma that watching movies that are in theaters at home

is illegal and offer them this service that would be completely legal since all parties will receive their monetary share they would receive by going to the theater.

Key Strategic Campaign Decisions

• Objectives• Target Audience• Brand Position• Campaign Strategy

Campaign Objectives

• Awareness• Bring out an awareness to our

audience, make them desire our product.• Persuasion: Make our audience

believe they need this product.

• Act• Our audience and beyond is using

and interacting with our product.• Perception: Remove the illegal

streaming stigma and provide evidence that our product would be legal with products directly from film studios.

Target Audience

• Those who rent DVDS*:• Household size 6+• Marital Status: Single Never Married• 2-3 Children at Home

• Youngest and oldest being between the ages of 6-11

• Homemaking Woman, Employed Full-time men

• Income level between 70-100 Thousand and also those who have an income level of 50-60 thousand

• College Degree Holder• High Perceived Tech Savviness

• Technical and related support education and professional occupations

• Those who rent DVDs are more likely to interact with this service.

• Other stakeholders are film studios, and movie theaters.• The only way our product will be

successful is if we gain rights to the new theater releases. If our product would be under the name and owned by one these stakeholders, our product will be trusted and reliable to our audience.

• Fandango, to give the audience an option to watch the movie at home.

Brand Position

• To adults with children, our product, is the streaming product that offers the user to enjoy new released in theater movies in the comfort of one’s own home. • Our product is completely new to

the public! Watch your favorite new releases right from your couch! • Same Price, Comfortable Space

• Unlike Netflix, and other movie streaming devices, our product allows the viewer to watch new released movies that are still in the theater! • Imagine: Comfort, no

distractions, cleanliness, cheap snacks.

Campaign Strategy

• Reach our audience at the point of interaction• After a new release trailer airs

on television direct them to fandango and instead of purchasing a theater ticket introduce at home option!

• Introduce product around the same time as a hit blockbuster:• Star Wars• Avengers

Message Strategy

• Key consumer insights• Message Objectives• Selling Premise• Big Idea• Message Design and Execution

Key Consumer Insights

• People enjoy staying at home, the price of the movie does not matter if the consumer knows they do not need to spend any more money on the extras.

• Based on the proposed target audience, those with younger children are more hesitant to go to the theater because it creates a hassle where parents need to get the children ready and into the car and risk the attention of others watching the film because their children may become antsy.

Message Objectives

• Place an importance on time, and comfort. • New definition of renting and

streaming

• The end of “I’ll wait for it to come on DVD”

Concept

• No need to go to the theater, at home new release movie streaming.• Enjoying time with the family, emphasis on time and comfort instead of price.

BIG idea!

• Allow people to legally watch and stream their favorite new theater releases.

Message Design and ExecutionDon’t stop your life to watch a movie in theater, watch movies straight from your home, if you hate it, you won’t have to regret wasting all the gas to get to the theater!

Pause, rewind, fast forward all from the comfort of your home.

Media Strategy

• Media Objectives• Media Selection• Media Planning and Buying• Vehicle Selection• Budget Allocation• Scheduling

Media Objectives

• We are going to reach our audience where it is about to make their decision to purchase a movie ticket:

• While they are watching a movie trailer• While they are searching for reviews on the movie• Right before they purchase a movie ticket• If we get a co-op with a theater organization or film studio, these would be

much easier.

Media Selection

• We will use television commercials, banner ads on sites such as Fandango, AMC and Regal theaters. Sponsored ads on Twitter, Instagram, and Facebook• At the end of the movie trailers our audience is interested in, we will

have a tag at the end to bring awareness to our product• Public Relations: Bring our product to the news station! Create Buzz!• Sponsored Buzzfeed article, why going to the movies sucks and then

have them bring up our product.

Media Planning & Buying

• Release our promotions a month before around an anticipated, large, blockbuster movie release.

• $25,000 Advertising Budget

34%

11%25%

30%

Advertising BudgetOnline Public Relations Banner Ads Television