Changing The Perception Of Cinema 

Changing The Perception Of Cinema 

Changing The Perception Of Cinema 

Changing The Perception Of Cinema 

Changing The Perception Of Cinema

Client - Feed (in-house)         Role - Sprint Facilitator

A hybrid role where I facilitated the Design Sprint process guiding the conversation and making sure the team completed each days objective. As well as facilitating I also took part in each task and the discussion around them, coming up with solutions and working with the team on a MVP including the UX, UI and interaction of the product.

Client - Feed (in-house)

Role - Sprint Facilitator 

A hybrid role where I facilitated the Design Sprint process guiding the conversation and making sure the team completed each days objective. As well as facilitating I also took part in each task and the discussion around them, coming up with solutions and working with the team on MVP including the UX, UI and interaction of the product.

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The challenge

In the age of Netflix, people are less likely to go to the cinema.

While box office takings have generally remained positive, industry experts believe that cinema’s long-term future is uncertain because young people are not getting into the habit of visiting the cinema. Instead, they prefer the convenience of streaming films and shows from Netflix and YouTube.

The price of cinema tickets have also risen consistently for the past decade, and it is becoming increasingly difficult for the industry to justify the cost.

 

The challenge

In the age of Netflix, people are less likely to go to the cinema.

While box office takings have generally remained positive, industry experts believe that cinema’s long-term future is uncertain because young people are not getting into the habit of visiting the cinema. Instead, they prefer the convenience of streaming films and shows from Netflix and YouTube.

The price of cinema tickets have also risen consistently for the past decade, and it is becoming increasingly difficult for the industry to justify the cost. 

The challenge

In the age of Netflix, people are less likely to go to the cinema.

While box office takings have generally remained positive, industry experts believe that cinema’s long-term future is uncertain because young people are not getting into the habit of visiting the cinema. Instead, they prefer the convenience of streaming films and shows from Netflix and YouTube.

The price of cinema tickets have also risen consistently for the past decade, and it is becoming increasingly difficult for the industry to justify the cost.

Dissecting the problem

We researched, discussed… and discussed even more.


We discussed barriers to people attending. We discussed high prices (or at least the perception of prices being high), convenience, travel and parking, comfort of the cinema, exposure to new films, how the cinema experience hasn’t changed much for decades, and if it can feel like a new experience, existing loyalty schemes, the lack of distractions at cinema vs. multi-screening at home, snacks, ratings, going with friends and how this can be difficult to organise, making cinema a shareable experience, and the urgency to see a new release. 

 

Dissecting the problem

We researched, discussed… and discussed even more.

 We discussed barriers to people attending. We discussed high prices (or at least the perception of prices being high), convenience, travel and parking, comfort of the cinema, exposure to new films, how the cinema experience hasn’t changed much for decades, and if it can feel like a new experience, existing loyalty schemes, the lack of distractions at cinema vs. multi-screening at home, snacks, ratings, going with friends and how this can be difficult to organise, making cinema a shareable experience, and the urgency to see a new release. 

 

Dissecting the problem

We researched, discussed… and discussed even more.

 We discussed barriers to people attending. We discussed high prices (or at least the perception of prices being high), convenience, travel and parking, comfort of the cinema, exposure to new films, how the cinema experience hasn’t changed much for decades, and if it can feel like a new experience, existing loyalty schemes, the lack of distractions at cinema vs. multi-screening at home, snacks, ratings, going with friends and how this can be difficult to organise, making cinema a shareable experience, and the urgency to see a new release.  

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Defining The problem

How do we get people to go to the cinema more often?

 

Defining The problem

How do we get people to go to the cinema more often?

 

Defining The problem

How do we get people to go to the cinema more often?

 

Defining The problem

How do we get people to go to the cinema more often?

 

Defining The problem

How do we get people to go to the cinema more often?
 

We decided to focus on increasing the frequency of current cinema-goers; turning them into loyal advocates.

In reality, few people have never been to the cinema, and consumers are often restricted to a particular chain based on their location. Rather than acquiring new customers, we can provide the most value by encouraging occasional goers to up their frequency.

We decided to focus on increasing the frequency of current cinema-goers; turning them into loyal advocates.

In reality, few people have never been to the cinema, and consumers are often restricted to a particular chain based on their location. Rather than acquiring new customers, we can provide the most value by encouraging occasional goers to up their frequency.

Turning Barriers Into Opportunities

Following a series of interviews using the ‘How Might We’ technique of taking notes, we decided to focus on two key avenues:

Socialising
– HMW trigger people to suggest going to the cinema?


Reminding
– HMW remind people about the films that they liked the trailer of?
– HMW remind people that they like going to the cinema?

Turning Barriers Into Opportunities

Following a series of interviews using the ‘How Might We’ technique of taking notes, we decided to focus on two key avenues:

Socialising
– HMW trigger people to suggest going to the cinema?


Reminding
– HMW remind people about the films that they liked the trailer of?
– HMW remind people that they like going to the cinema?

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sketches-group-2

Based on the map of the cinema-goer journey, our priorities fitted best prior to the cinema trip, when the customer is in the research & review stage.

Based on the map of the cinema-goer journey, our priorities fitted best prior to the cinema trip, when the customer is in the research & review stage.

Based on the map of the cinema-goer journey, our priorities fitted best prior to the cinema trip, when the customer is in the research & review stage.

sprint diagram-05

Benchmark

We researched functionalities that felt relevant to our problem and possible solution, taking inspiration from big tech companies.

Benchmark

We researched functionalities that felt relevant to our problem and possible solution, taking inspiration from big tech companies.

Competition-06
Competition-07

Our Conclusion

Much of the marketing for cinema is impersonal; with generic recommendations based on whatever film is newest or has the biggest promotional budget behind it.

Price remains a big perception barrier that we needed to change. 

We realised we had to pop the question that customers have stopped asking themselves – shall we go to the cinema? 

To do this we needed to make cinema relevant for different peoples’ moods and state of mind, and to do this we needed data.

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Meet LEO, your new cinema pal – our one of a kind virtual assistant that will prompt ‘the question’ to you and your friends; facilitating and taking part in the conversation.

Meet LEO, your new cinema pal – our one of a kind virtual assistant that will prompt ‘the question’ to you and your friends; facilitating and taking part in the conversation.

Meet LEO, your new cinema pal – our one of a kind virtual assistant that will prompt ‘the question’ to you and your friends; facilitating and taking part in the conversation.

Meet LEO, your new cinema pal – our one of a kind virtual assistant that will prompt ‘the question’ to you and your friends; facilitating and taking part in the conversation.

Meet LEO, your new cinema pal – our one of a kind virtual assistant that will prompt ‘the question’ to you and your friends; facilitating and taking part in the conversation.

He will also act as the host of a loyalty program aimed at gathering data from users in exchange for points that can be redeemed for tickets, snacks and other cinema perks.

Leo will help you remember how watching the right film, at the right time and with the right people at the cinema is a magical experience, that is far superior to binge-watching TV online.

Work

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Joe Nixon

Digital Design

Print Design

Product Design

Joe Nixon

Digital Design

Print Design

Product Design

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joe@joenixondesign.com

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©Copyright 2020 joenixondesign.com. All rights reserved.

Contact

joe@joenixondesign.com

Linkedin

 

 

©Copyright 2019 joenixondesign.com. All rights reserved.

Contact

joe@joenixondesign.com

Linkedin

 

 

©Copyright 2020 joenixondesign.com. All rights reserved.

Contact

joe@joenixondesign.com

Linkedin

 

Contact

joe@joenixondesign.com

Linkedin 


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