FINAL REPORT – DECEMBER 2011

MOVIE THEATERS

Project TeamProject TeamShanice BaileyShanice Bailey

Sally KimSally KimAndrew NadlerAndrew Nadler

Math 110Brought to life with Addressable Minds

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Business Issue

• An increased number of people viewing movies

• But….there are fewer consumers going to the movie theaters, they are instead using other outlets (ex: Rentals, Online)

• How to help the movie theaters better advertise to attract customers to their business

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About Addressable Minds

• Addressable Minds is a scientific, actionable form of “predictive consumer intelligence” for business and social issues.

• This patented science created by Dr. Howard Moskowitz ,has achieved critical acclaim and financial success across:– product design and development, – consumer messaging,–more effective consumer engagement

physically and digitally.

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Survey Overview

• 51 Individuals responded• Assess two major aspects of messages

– Does it convince a prospect to attend the movie theaters?

– How does it make the prospect feel?• Data reveals the mind-sets of respondents across

the United States, as well as ‘what works, what doesn’t’

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The Survey begins with an orientation screen

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Each respondent evaluates 48 unique combinations of elementsFirst on overall interest

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Then selects a single emotion

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What convinces?

What drives feelings?

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Total Panel – Interested in Discounts and membership clubs but were not interested in

transportation or crowd control

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There are three unique segments Different Customers – Different Approach

Messaging for one isn’t necessary going toappeal to the other…and could actually hurt

Value Seekers

47%

Movie Fanatics

20%

Laid Back Customers

33%

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The Total Panel’s Interest is Different From That in Each of Three Identified Segments of customers

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Value Seekers (Segment One)

Highly Interested In…

•Discounts and Specials•Low Priced snacks and other concession perks

Not so interested in…•Location and other traveling concerns

•Crowd control and other safety services

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Laid Back Customers (Segment Two)

Highly Interested In…

Not so interested in…

•Friendly Workers

•Clean and comfortable environment

•Food selections and concessions stand

•Transport options to and from movie theater

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Movie Fanatics(Segment Three)

Highly Interested In…

Not so interested in…

•Discounts and memberships for avid movie goers

•Large variety of movies

•Location and convenience of theater•Extra features the theaters offers

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The Movie Theaters Segmentation Wizard- Online Example

The Segmentation Wizard is a short survey with the questions derived from the full survey to identify

segment membership

http://mjiweb.com/mjitt/QC_Fall2011_Movie1/index.htm

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The Movie Theaters Segmentation Wizard– Online example

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Conclusions

• Three Segments discovered by Addressable Minds point to the need for 3 individual messaging groups

• Positive Emotions can be uncovered and subsequently reinforced in the marketing elements

• Conclusion =>The results of our study could help movie theaters advertise and target different types of consumers, as well as potential audience as a whole. We recommend using top-rated messages for total panel to be included in general advertisement. When there’s an opportunity to define the type of potential movie-goer through segmentation wizard we suggest using top-rated messages from each of three identified segments

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Full House !

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