Introduction
Gardena Cinema is a small theater located in Gardena, California. The theater is struggling to increase attendance and profits and needs a strategy to help them succeed (Pokorny et al., 2019). This essay examines the different needs and preferences of several demographic groups and explores strategies to increase the perception of affordability and enhance the theater experience. The essay also provides recommendations for Gardena Cinema to increase attendance and profits. Through the analysis and recommendations, it is hoped that Gardena Cinema will become a more successful and profitable theater.
Identifying Demographic Groups
The first step to increasing attendance and profits at Gardena Cinema is to identify the demographic groups that could potentially be targeted. The theater can analyze each group’s different needs and preferences and tailor their offerings to meet those needs better. Potential demographic groups include families, young adults, seniors, and students. While each group has unique needs and preferences, they all have similar desires to have a fun and enjoyable movie theater experience.
For families, the theater should consider offering discounted tickets for children, providing a family-friendly environment with comfortable seating, and offering snacks and beverages that appeal to children. Additionally, the theater should consider providing activities for children, such as coloring pages or games that can be enjoyed before or after the movie. Young adults typically prefer a more relaxed atmosphere with food and drinks that appeal to that demographic, such as craft beers and gourmet snacks. The theater should also consider providing comfortable seating, high-end audio and video equipment, and a stylish lounge area.
Seniors often have a different set of needs than younger demographic groups. To appeal to this demographic, the theater should consider providing discounts on tickets, comfortable seating, and discounts on snacks and beverages. Additionally, the theater should consider hosting movie screenings for seniors with discounted tickets and comfortable seating. Students are typically budget-conscious and prefer more affordable movies. The theater should consider offering discounted tickets and packages, discounts on snacks and beverages, and comfortable seating to attract this demographic. Additionally, the theater should consider hosting movie screenings for students with discounted tickets and comfortable seating.
Increasing Perception of Affordability
To increase the perception of affordability among the identified demographic groups, the theater should consider offering bundle packages and discounts. Bundle packages could include discounted tickets, food and drinks, and other incentives. Discounts could be offered for certain days of the week or certain types of movies. Additionally, the theater could partner with local businesses to offer discounts for customers who show their receipts at the theater.
The theater should also consider offering promotional activities such as giveaways and contests to make the experience more appealing. These activities could include raffles, trivia nights, and other interactive activities. Additionally, the theater could offer loyalty programs or a points system to reward frequent customers with discounts and other incentives.
Enhancing the Theater Experience
To increase the perception of affordability among the identified demographic groups, the theater should consider offering bundle packages and discounts. Bundle packages could include discounted tickets, food and drinks, and other incentives. The discounts could be offered for certain days of the week or movies. Additionally, the theater could partner with local businesses to offer discounts for customers who show their receipts at the theater.
The theater should also consider offering promotional activities such as giveaways and contests to make the experience more appealing. These activities could include raffles, trivia nights, and other interactive activities. Additionally, the theater could offer loyalty programs or a points system to reward frequent customers with discounts and other incentives.
Recommendations
In order to increase traffic and revenue, Gardena Cinema is advised to use both of the following tactics. This advice is based on research that looked at data from different demographic groups, which revealed that both raising the sense of affordability and enhancing the theater experience were successful. Create a customer loyalty program that rewards patrons with points for coming back repeatedly as the first thing to do. The program could offer rewards like cheap tickets, discounts on food and beverages, and other incentives to entice customers to visit the theater again and spend more money. In the long run, this will improve the company’s revenue.
The second piece of advice is to host promotional events at the theater, such as quiz nights, movie marathons, and special screenings, since this will help draw customers in and also contribute to the creation of an engaging and intriguing environment. Additionally, the theater might lower the cost of admission, concessions, and beverages in conjunction with these events, which could help patrons perceive the theater as being more affordable.
Conclusion
In conclusion, the recommendations outlined in this presentation should help to increase attendance and profits at Gardena Cinema. By identifying the different demographic groups and their needs and preferences, increasing the perception of affordability through discounts and bundle packages, and enhancing the theater experience with comfortable seating and promotional activities, the theater should be able to attract more customers and increase its profits.
Reference
Pokorny, M., Miskell, P., & Sedgwick, J. (2019). Managing uncertainty in creative industries: Film sequels and Hollywood’s profitability, 1988–2015. Competition & Change, 23(1), 23-46. Web.