Continuing from where I left……let’s talk about theatres now. Think of any theatre in your city.
Now……here is your question. What comes to your mind first when you think of it?
Nothing, right!
If you were the theatre owner, would you be worried? You better be. You just realized your brand means nothing to the consumer. Even worse, your brand means nothing to you!
The problem is theatres are not positioned. They lack a personality.
Why should theatres be positioned you ask? Isn’t the theatre positioned by the film that is running currently you argue? And because the films keep changing and there is a new movie all the time, should theatres be positioned at all you elaborate? Is it even possible to position a theatre, far less build a personality, you dispute?
In other words, what you are telling me and yourself is that you would invest crores of money building a theatre and spend lakhs of money maintaining it and let your fortune, future and fate decided by a stupid film that runs it. Isn’t that thought as much scary as it is stupid?
Wouldn’t you rather build a theatre keeping in mind the target audience you wish to attract by studying the location, the characteristics of the neighbourhood and the accessibility etc? And then follow it by playing only films that suit your target audience? Thereby telling the world, loud and clear, what kind of theatre you have; and what kind of experience they can expect?
Imagine this. You are building a theatre in a predominantly residential neighborhood. You position your theatre as ‘wholesome family fun’. Imagine every facet of design – from entrance to exit, from façade to restrooms, from seating to parking – every little detail is conceived, created and caressed with your target audience in mind – the family. You play only family movies; seating is designed in threes, fours or fives – decided by the size of the family. Even the food and snacks are sold in combo or family packs. Special restrooms designed for kids. Maybe even nappy changing rooms; breast-feeding facility for moms. Put simply, a theatrical version of McDonald’s.
And when you do that, you are doing a few things first, and right. To begin with, your target audience knows who you are. They wouldn’t care much about the film since they know what to expect. Which means you depend less on the film you run to define your success, and depend more on your theatre to defend your fortune? A far better way of doing business, you would agree.
If you own a multiplex, it gets even better. Imagine you have a 3-theatre complex. Dedicate each theatre to a certain target group. Like a portfolio of brands that has made companies like P&G invincible. Pantene, Head & Shoulders and Rejoice – three shampoos yet addressing three different audiences with three different positionings.
Make one theatre target kids – play only animations, adventure etc. Have rough flooring to take the abuse of young legs; restrooms whose urinals suit the size of the user; small serving of food and snacks among other things; maybe even video arcades on the side.
Position the second theatre for, say, couples; screen only love stories and romantic comedies. Have seats for two; armrest that folds so one could freely hold their partner’s hands, among other things! Maybe, even sell Unwanted 72 tablets along with popcorn and Pepsi!
How about a third theatre for young adults – action movies, adult comedies and more. Have more legroom maybe; a separate smoking section…you figure out the rest.
Am sure you are getting the picture!
You would realize you are not only branding your theatre but building a strong personality for it as well.
And not just that. Theatres will then become the next powerful advertising medium. When you showcase specific audiences, marketers are bound to follow by pouring tons of advertising money - prior to the movie, during intermission and all inside the complex – to reach their specific target audience!
Theatres have ceased to be film-watching devices long ago. Today, they are seen sources of entertainment; providers of experience.
Owners have failed to realize this and theatres are a dying breed. Multiplexes have been, erroneously, considered a whiff of fresh air that has come to revive movie-going experience. Without a proper positioning and personality, they are just oxygen cylinders to prolong the agony.
It’s time to redefine things. In fact, it’s time to define things! It’s time theatre owners give themselves a new lease of life. Positioning theaters and building an appropriate personality is a good starting point!
Let the show begin!
