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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

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Presentation on theme: "Impulse Buy for Trailer Movies 1) Theatre new revenue = Sell trailer movie tickets 2) Sell sales data to studios Dr Wes Boudville"— Presentation transcript:

1 Impulse Buy for Trailer Movies 1) Theatre new revenue = Sell trailer movie tickets 2) Sell sales data to studios Dr Wes Boudville wboudville@enteractv.com ( Fandango / Nielsen for theatres )

2 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 ?

3 Major Theatre Markets (2012) US / Canada 10.8 Japan 2.4 Germany 1.3 UK 1.7 Total 15.2 $ billion

4 2nd screen Projection screen.. phone patron Inside Theatre Trailers + movie

5 2nd Screen $ Trailer Movie # ticket Threshold Prices 10 1520 218 129 Hunger Games Planet of the Apes Battleshi p 10

6 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

7 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 ]

8 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 address For reminders + future sales [ eg. Netflix ] [ Know your customer ]

9 US Patent “Dynamic Group Purchases Using Barcodes” ( 2012 ) Passed exam by South Korea Patent Office => Patents Pending Japan Germany UK

10 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 ]

11 Competition Movie rentals - Netflix, Blockbuster, Redbox, Apple, Fandango Amazon Ratings - Nielsen

12 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

13 Flatbed truck with electronic billboard $ 110 140 45 1520 218 129 Cowboy hat Gucci handbag Glenfiddich

14 Park near Crowd


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