Digital Marketing Part 1 (Independent Cinema)

Background:

Sliver Screen is a latest independent cinema in Newcastle, in which concentrates on offering widest choice of films to go and see and organising special film events for the customers. The profits come from the box office, film peripheral products, cafe shop, and film events.

Customers:

Ideal customers:

18-30 years old white middle classes audiences.

Demographics:

Age: 18-30

Education: University or higher

Occupation: Students

Age distribution of cinema-goers,1997-2009

Market:

Cinema Industry

ž  “The number of screens in the UK continues to rise, although the availability of screens and admissions per person vary considerably across the country. The number of digital screens doubled during 2009, while the number of 3D digital screens increased by over six times.”

ž  “Only 7% of screens were dedicated to ‘specialised’ (that is non-mainstream) programming, with 0.3% dedicated mainly to South Asian films.” 

                                                                                                                        ------ UK Film Council

Specialised films

Current trends

ž  Current trends for independent cinema

ž  ‘Choice’ -> programme

        ‘Quality’ -> physical environment.

Competitors:

Tyneside Cinema