The challenge

How could Cineworld leverage its assets (largely dormant during the day), and drive off-peak admission?

Our approach

Our strategy was to enable a clear focus on increasing the community footprint of each Cineworld branch.

We produced for each Cinema Manager a bespoke ‘Community Bible’. Each one contained profiled information on the key target communities in their catchment area – local schools, churches, ethnic and interest communities; plus who to engage with, what support these communities were seeking and a portfolio of resonating propositions – each based on community insights. The ‘Bibles’ provided everything the local team needed to engage the communities in their catchment areas.

In the process, we helped to re-invent Cineworld cinemas as centres with wide-ranging resources to offer to the community.

Impact

• Increase in off-peak admissions in participating cinemas

• Significant uplift share of positive word of mouth

• Increased net-promoter score