Scala Powered Screen Communication Platform Transforms Customer Experience in 262 Movie Theatres of Cinemex
Cinemex is a large Cineplex company in Mexico that owns and operates the second largest chain of movie theatres nationwide. In order to offer its guests a unique entertainment experience and to remain one of the leaders in the movie theatre business, Cinemex’ management decided to engage in an ambitious remodeling plan for its nationwide facilities. The remodeling plan not only included the drastic renovation of the outer appearance of the cinema outlets, but also the extension and upgrade of the services offered at the theatres.
The basis for the remodeling plan, on the screen communication side, lies in Cinemex’ observation that new technologies have transformed the dynamics of the economic world we live in. In the past, marketing messages mainly focused on stimulating the consumption behavior of the target audience by reinforcing brand awareness.
However, the point of sale has become a strategic communication tool within a facility such as a cinema. It can be used to draw the customer’s attention, improve the purchase experience and influence the decision making process. The sole purpose of such a POS is to offer a clear and direct message to your purchasing audience. With the digitalization of communication tools, the public’s information demands have grown over time and dynamic screen communication clearly is the answer, as Cinemex demonstrates currently in its movie theatre complexes.
A number of objectives for the digital installations in the cinemas were clearly defined within the remodeling plan. Cinemex wants to demonstrate that it is not only a growing organization, but that it is also committed to evolvement, to exceed the audience’s expectations. Furthermore the company wants to make the customers “feel completely at home” in their venues. They are achieving this by improving the quality of their “waiting time”, before it is “show time”. And last but not least, Cinemex wants to increase the general level of income within the Cinemex facilities.
Dynamic Screen Communication
To support these goals, Cinemex found the ideal solution for their dynamic screen communication model in the Scala software-based technology. Cinemex has completely renewed the ticket booth and candy store areas using the specialized Scala software platform for their screen communication strategy.
The nationwide refurbishment project began in Mexico City, at the Cinemex Loreto complex with an expansion of all services and upgrade of existing facilities on the site.
Dynamic display elements are used in the entrance area and ticket booths to attract audience attention displaying featured movies and show times. By using these displays customers can determine which movie to see and enjoy movie trailers, news items and Cinemex advertising features. Dynamic visual content on the information screens and digital menu boards allows Cinemex to advertise the full range of products and services to its customers, all powered by Scala.
Multimedia Corporativa developed a digital communication management solution that provides weekly updates for the billboards in all Cinemex facilities. This Scala based solution enables simple, continuous renewal of the screen contents in the candy store, ticket booth, foyer and lobby areas.
The content is delivered on a network of 42-inch plasma displays situated at high traffic locations throughout each Cinemex facility. These include the access area, ticket booth, marquee and the candy store. Content updates are carried out at the Cinemex production center located inside the facility, which is then broadcasted to all allocated display locations. Content programming can be updated as required and scheduled to each theater according to the pricing strategy helping to reduce costs compared to traditional print and video media.
With Multimedia Corporativa and Scala, Cinemex has been able to successfully transform its communication channels for its target audience. The Cinemex digital signage installation has demonstrated that the handling and communication of content can be highly effective. The quality of the content whether informational or advertising based, has a direct effect on customer response, regardless of the type of information being displayed.
This digital signage strategy for information and promotion has been successfully applied to new Cinemex centers opened in Cancun, Oaxaca, Monterrey and Guadalajara, as well as in many other cities in Mexico, hence being currently a project with close to 100 branches nationwide, meaning over 4,000 displays.
Grupo Cinemex, S.A. de C.V. owns and operates film theatres in Mexico. It owns and operates the second largest chain of theatres nationwide and provides computerized system for ticket purchases and reservations via telephone and the Internet. The company was founded in 1994 and is based in Mexico City, Mexico. More information is available at www.cinemex.com.
About Multimedia Corporativa
Multimedia Corporativa is a Mexican company with over 20 years of experience in developing specific communications tools for business enterprises, by means of content production and transmission through appropriate digital technology. Multimedia Corporativa specializes in corporate multimedia production, video and on-line content for inbound and outbound communications. Multimedia manages the full process of developing and implementing communication channels. They do that using the best equipment and methods money can buy, guaranteeing the creation of state of the art installations. Furthermore they offer various preventive and corrective maintenance options through their help desk department. More information is available at www.multimediacorp.net.