The Target Market Analysis: Harkins Theatres

EdgeMark Cinemas are a chain of movie theaters located in 37 states with 475 theaters in those states covering the west coast, east coast, and Midwest. EdgeMark’s profits, like other cinemas, have been in a small but constant decline over the last 12 years. Industry Wide Average of 2.05% ticket sales decline per year for the last 12 years also, when adjusted for inflation, revenue has dropped an average of 1% a year for the past 12 years (Domestic Movie Theatrical Market Summary, 2015). The chain is currently looking to increase ticket sales, loyal customers, and profits by adding additional products and services.

The story of the drive-in movie theater begins with one man. That man was Richard Milton Hollingshead, Jr., born on February 25, 1900, the "father" of the drive-in.

Modern technology isn't disappearing and the need for movie theaters will continuously decline. If movie theater owners take the time to examine several of these options they will certainly find one that functions for them and begin to earn a revenue that is truly theirs.

Revised: August 28, 2002 In April 2001, Matt Heyman, co-founder of Cinemex, the largest chain of movie theaters in Mexico City, looked out the window of his office and pondered the future of his company. In just seven years, Heyman and his partners had nurtured Cinemex from a student idea into the largest theater chain in Mexico City, but they faced new challenges every day. Many of these challenges came from competitors. For years competitors ran old, poorly-maintained theaters, but in recent months they had begun to imitate Cinemex’s top-of-the-line exhibition venues. Their latest tactic: offering two tickets for the price of one on Wednesdays. Heyman wondered whether Cinemex should

Cineplex Inc is a leading Canadian entertainment company that operates a number of businesses such as food services, movie theatres, gaming, alternative programming and retail of apps for various electronics. The company has also entered into a joint venture agreement with SCENE which is currently a successful entertainment loyalty program in Canada (Cineplex, 2014).

Since all theater had the same films, they focused on the quality of the theater as a form of differentiation (bigger and better screens, carpeting, emergency lights on floors, attractive marquees), while this was standard in the USA, this was new to Mexico

Target Market – a specific group of customers on whom an organization focuses its marketing efforts.

of these theatres were created in particularly widely open areas with eye catching vistas in the

Regal Entertainment Group and Cinemark are known to be AMC’s top competitors though they do have other competition out there. Whether you’re wanting to enjoy just an everyday outing or have a chef-inspired menu, you’ve got three different ways to enjoy AMC theaters with (AMC, AMC Classic, and AMC Dine-In). With the most popular AMC, you’re able to experience all the different amenities, everything from the classic spacious rocking seats to luxury recliners and advanced menus. AMC Classic is more of a hometown theater with a friendly local feel and the standard concession of pretzel bites, nachos, and popcorn. Then last but not least there’s AMC Dine-In. These Theaters are equipped with a full kitchen and offer services ranging from full-service dining or express pick-up. And you’re able to enjoy all of this while enjoying a good film.

Competition between theaters often comes down to distance from home, convenience of parking and proximity of restaurants. Innovations by one theater chain are quickly adopted by others. The differing approaches of the theater chain companies are reflected in their cost of fixed assets per screen.

The service that we are going to be bringing to the Regal Entertainment Group family is a brand new movie viewing experience. It will consist of a series of luxury theaters within the location and will give the consumer the option of having something more for their viewing pleasure. The first part of the new concept would include the theater having a restaurant and bar that would be attached to the premises and accessible prior to and after ones movie. A variety of food and beverages will be available to cater to many different palates and tastes. Being able to consume alcoholic beverages is something Regal Theaters have never had and would range from tap, bottled beers, wine, and cocktails. This added dimension will also flow into the movie viewing experience by having waiters that will serve to costumers while in their seats. A button can be pressed for service while in the theater and once the movie starts the service will no longer be available so not to disrupt the movie.

Concession sales and ticket sales are the two biggest sources of revenue for a movie theater. Both continue to increase in cost to the consumers and may have reached a price point that is starting

The first pillar, target market segment is essentially the discovery stage. The point of this stage is to determine whom the company is serving and to whose needs their product needs to be tailored. Some contributing factors in determining the target include demographics, psychographics, and other important characteristics. In the case of United Commercial Bank, their main target market is clear, the

The Right Target Market One of the most important marketing functions for a firm is finding

1. TARGET MARKET: As discussed, target market is a group of potential customers in which a company directs its marketing efforts. A company should always anticipate consumers’ needs and work towards fulfilling these needs. It is one thing to identify your “target market” and another to satisfy them. Walmart’s credo is, “save money, live better” this summaries their target market, the lower-middle class and the poorer. (Low income consumers). Walmart is the only retail