Customer Centric Marketing : Rethinking Customer Experience

The motion picture is the main driving force of the entertainment market, one of the biggest export markets, the United States. Movie industry is divided into three stages: studio production, distribution, and exhibition. Movie studios, is the lifeblood of the industry. No matter the size of the studio, it is a product of integration and release. The next stage is the distribution. The distribution is an intermediary between studios and exhibitors. Configuration of distribution needs to complete all the steps of membrane, including marketing, logistics technology and management. The manufacture and exhibitors are coordinated by distributors. Finally, theater owners, control single screen cinemas in the local community the reuse of national chain. Exhibitors are not completely independent dealer's vertical integration, and the pursuit of their own profit maximization strategy. The three main source of enterprises income: concessions, advertising, at the box office. The exhibitors seek profit maximization sales tickets and discount. In general, revenues and profits limited control. Attendance can be profitable sales and advertising to make concessions, but there are significant coupon limit per capita sales, sales price seems to have reached a maximum value. Advertising revenue and profits is still attractive avenue, but the audience hate.

Popcorn and peanuts were sold inside the theater room. Theater owners generally despised the mess these foods and wrappers created inside their movie theaters and generally tried to keep these foods out altogether.

The silver screen never shone so brightly than as it did in the movie palaces that sprang up on Main Street, USA between the World Wars and the great depression. Razzle-dazzle marquees lured the movie mad public into lush settings. Time and television took there toll on these resplendent theaters with some being demolished to make way for new buildings and parking lots. However, a hardy few, including the Deluxe Theater have managed to survive and have been successfully converted to symphony halls, or performing arts theatres.

Customer Centrics offer high-quality products with exceptional customer service at lower prices than Pioneers but higher prices than either Fast Followers or Cost Leaders. Customer Centrics target narrow segments in order to develop close relationships with customers while providing high-quality products. They place a high emphasis on understanding their customers.

Food is a vital component of a theater’s profit making. Most profits come from the high markup on popcorn and soda. Movie theaters are really in the snack business. In the bloom of the cinema, popcorn really wasn’t a must have item when going to the movies as it wasn’t sold during the “silent film “era. However when the Great Depression hit, theaters began to sell popcorn and gained huge profits that kept them alive through the hard economy.

Theaters already get plenty of money from ticket sales and don’t need the money from concessions! The average movie ticket is already $8.61, so multiply that by 50-100 people in a single movie! Add concessions and it doubles the price! The theaters show about 20 movies in a day, so add that to the math!

Customer service is among the most important aspects a business needs to get right. In its essence, customer service provides your customers the full service – not just a good product and service, but also a quality experience before, during and after a purchase.

The only viable way to make profits was to rely on the novelty of an early run of a new release to attract audiences. The problem with such a reliance was that runs in theaters were regulated by the Clearance and Zoning boards, which were set up as another practice under the Code in an attempt to organize distribution of films in the nation. It arranged theaters in different regions on the marketing pattern of zoning, clearance and run. The country was divided into thirty markets, compartmentalized into zones, and classified by runs that would range from fourteen days to forty-two days or more with a potential of running for more than a year in large markets (Schuchman, & Balio, 1994). This practice gave the Board, which was dominated by the Big 5, the power to control which movie would play when and where. This was specifically important as movies that were already viewed by the potential audience, would not draw in the same patronage as it would in the first run. Consequently whoever got the right to show the movie first would stand to make the most profit. It was very obvious that this would be a potential source of discrimination against independent exhibitors as the Big 5 would favor their own exhibition houses over that of independent exhibitors. With all three practices, it was clear that the intention was to increase profits. Survival of businesses was very precarious as many

(a) There have always been at least two ways to do everything, and presumably one pays his money and takes his choice. (b) Even more to the point, why cramp the picture within the arbitrary confines of the theater proscenium when the camera can open up a world of fantasy and fun? (c) When the money mounts up to the staggering sums required to produce a movie musical, however, one might imagine that there would be an especially watching eye out for value received. (d) Why shoot a movie that costs millions so that it looks exactly like the original stage production put on for a few thousand? (e) But to reproduce any kind of stage presentation on celluloid is purely journeyman’s work, a matter of picking the pieces and pasting them together. (f)

The purpose of running a customer-focused business is to truly focus on creating products and services that are in your customers' best interest. This includes ensuring that you provide customer service that helps educate your customers and lead them to sales. Customer-focused businesses can become self-serving, causing businesses to indulge in their needs and wants, such as focusing solely on profit, with thoughts of the customer trailing far behind. To be truly customer-focused, each strategy and idea you execute should put the customer first.

With the movie industry becoming more and more popular, it is wondered if the theatre is

The movie theater industry is highly competitive, both within the film entertainment industry (as with Netflix and pirated films) and with substitute goods, such as live performances, restaurants, and sporting events. In

Another opportunity for theatre owners is to look at alternative uses for their facilities. The overhead costs of the facility are fixed but could be offset by renting spaces during off-peak hours for events such as business conferences or school events. They could also use their screens to show things other than major motion-picture releases. With digital equipment I’m sure there would be a way to contract with major networks and cable providers to show popular television series finales. The audiences of these series are hardcore fans. They could market the allure of a big-screen and the opportunity to experience the show with other fans. For example the audience for shows like The Walking Dead, Homeland, and many other popular shows is a huge market. Often these shows air on nights that theatres have low attendance. They could market it with discounts offered for customers who come in costume.

Over the past 10 years Hollywood has been filling less and less seats in its theatres. Home-entertainment options like streamed movies/TV shows and video games have significantly eaten away at moviegoers motivation to visit the big screen. Hollywood has fought hard to maintain its profitability by providing a richer viewing experience to its patrons. Investments in technology like Real D 3D projectors and rich sound systems have made Hollywood 's profits increase by 17% over the same 10 year period. Even with profitability up, the trend of fewer and fewer patrons is something that cannot be ignored.

The Colors used by Vision on their Website is red that goes with the color of their logo as compared to the blue color used by Best Buy which is also similar to their logo color. Both the websites were well designed and were user friendly. the interactive format and the ease of finding the product was narrowed down to the product category which made us feel that we could shop for the product from any of those websites.