Btec Business Unit All Notes for Pop Up CinemaWatch
• Cinema remains at the top of the list of leisure activities where young people choose to spend their money. With rising ticket prices affecting lower-income young people the most, they're a valuable audience to target with cinema promotions!
• Competitors of the pop up cinemas would be normal everyday cinemas like VUE, ODEON and showcase as they are more established companies and so pose as a threat
• Beat competitors: Rising ticket prices may deter cinema-goers from visiting as regularly as they’d like. Cinema operators are therefore looking at revenue streams beyond raising ticket base prices, including investing in widescreen theatres and ultra-comfortable VIP seating. However, by increasing the range of ticket options they risk losing clear differentiation between standard and premium options that could lead to confusion from customers.
• People are estimated to have visited the cinema in their highest numbers in the last decade during 2018. This is despite the impact of the World Cup and warm weather during the normally lucrative summer months. The growth in ticket prices has stalled in 2018, but other revenue streams have continued to grow including concessions, advertising and online booking fees.
• the pop cinema market is small therefore a niche
• Also the marketing campaign could be advertised during summer holidays for family showings as this is when children are off school and parents look for something to do during this time
• Film4 summer screens, Luna cinema and roof top cinemas for competitors
• Family Friendly
• I have not been able to find any market research as the concept is extremely niche and new. However you can use that point as an advantage as the cinema industry is falling and pop up cinema can be a healthy twist in the cinema market.
The sector is largely dominated by small-scale organisations including the Cornwall-based Miracle Theatre and The Open-Air Cinema
The UK is a global leader in pop up cinemas. It has 35 active distributors of content and has formed the only trade body for the industry in the Event Cinema Association. In 2014 event cinema was worth over £35 million in the UK and Ireland and accounted for over 3% of total box office sales.
Film4 summer screens, Luna cinema and roof top cinemas for competitors
Pop Up Cinemas are mobile, portable photo displays that display a range of content including live streaming/recorded performances, films and art events
• Indoor cinemas are more popular as it is open all year around and there is no worry about the weather because it is indoor
• Market size Market Structure Market share
• Market Size - Profitability, the most important being that market size tells you whether there’s a large enough group of consumers or businesses who will actually purchase your product and within the cinemas market there will always be a high demand for these films and even for older films therefore there is profit to be made of this type of business within this market. Competitive Advantage, the business idea in which has been settled upon is that it is pop up therefore it has the ability to move around and can screen a whole variety of movies ranging from classics to new releases and this will give a competitive advantage over the larger companies who have not branched into this idea
• Market Structure - The structure of this market would be perfect as there are many firms which provide cinema screenings and this is backed by the fact that all these competitors only have a set amount of films in which they show people with some showing older films and others focussing of newer releases. The way that prices are done are through who ever can sell the best product for the cheapest
• Market Share - The large portion of this market is controlled by Cineworld(25.4), Odeon(24.3), Vue(20.4), National Amusements(5.6), Picturehouse Cineworld(2.3), Empire Cinemas (2.2) and others(19.9). This shows that the larger companies do have some control over the other companies within this market as they own a very large share of the market which makes it rather difficult for new businesses to enter this market
• Companies such as Amazon Prime and Netflix would be competitors since they offer a cheap price for you to watch a lot of movies, offer cheap streaming services which you can watch anywhere anytime. However, pop up cinema is about the experience as well as watching a movie
• Older films tend to get played more: more recognisable for the older generation
What is a pop-up cinema?
A pop-up cinema is a mobile or temporary cinema, usually set-up in a location such as a park, beach, the grounds of a visitor attraction, on a city centre roof-top or other distinctive venue (indoor or outdoor).
A pop-up cinema can be differentiated from a traditional permanent cinema (such as a multiplex like Vue, Cineworld, Odeon etc.) or independent cinema house in terms of:
Technology: a mobile cinema screen and supporting projection and sound system is installed for a specific film screening or series of screenings.
Films shown: pop-up cinemas tend to screen timeless classics or other popular modern films that customers are very familiar with (and may have watched many times) - rather than just the latest film releases.
Physical environment: the mobile and temporary nature of a pop-up cinema provides great flexibility in terms of the locations that can be used. The variety and choice of physical environment selected also adds value to the customer experience - e.g. showing "Jaws" by the side of a large swimming pool (with mechanised "sharks" swimming around the customers lying on their pool loungers).
Seasonality: whilst some pop-up cinemas operate indoors (e.g. inside museums, churches or other indoor venues), most screenings in the UK market appear to be concentrated in the summer months from early May to early September which are better suited for outdoor screening venues.
Capacity: whilst permanent cinema screens usually have a capacity of between 100-500 seats, the choice of venue by a pop-up can enable an even larger capacity to be offered (e.g. 1,000+) depending on the physical layout of the venue, location restrictions on lighting and noise + the size of the screen and sound reach.
Additional "added value" to the screening: an operator like Secret Cinema adds value to the pop-up cinema experience with "immersive experiences" directly linked to the movie being screened - and raise their selling prices accordingly!
MARKET SIZE, STRUCTURE AND GROWTH OF THE POP-UP CINEMA MARKET
Unlike the main cinema market, where detailed and reliable market data is widely available (e.g. box-office takings each week by film), there appears to be no reliable or recent data on the UK pop-up cinema market.
We have, therefore, estimated the market size and growth rate from a variety of secondary sources.
We estimate that the size of the pop-up cinema market in the UK is around £10 million in 2019 and that the market is growing at between 20-25% per year.
This estimate is based on data such as:
•The market leader (Luna Cinema) was reported in several articles to have achieved a turnover in 2018 of £3million from around 175-200 screenings in a year.
•We understand from industry sources that there are now around 800-1,000 pop-up cinema screenings per year in the UK. In 2018 there were 650+ screenings in London alone. There have been several new entrants into the market in recent years, which has increased the number of screenings, partly because of advances in mobile screen, projection and sound technology.
•Whilst not all screenings would be of the same scale (or at the slightly higher ticket prices) as those of market leader Luna, this suggests that Luna has a UK market share of around 20-25% and that average revenue per screening (tickets + additional sales such as food & drink + sponsorship) is around £12,000 - 15,000. This would therefore suggest a market size of approximately £10million - though this estimate should be treated with some caution.
•To put this market size into perspective: total annual box office takings in the UK for mainstream cinemas in 2018 were £1.28billion, a small decline of 0.1% on 2017.
•The widespread press coverage of Luna frequently mentions how fast their business has grown, with several references to having grown by "three times" in the last three years. This would equate to a compound growth rate of around 45% per year. If we assume that Luna has increased its market share during recent years, then a fair assumption is that the market has still grown quickly, but not by quite as much as Luna. So our estimated market growth rate of 25-30% seems reasonable.
MAIN OPERATORS OF POP-UP CINEMAS
In terms of competitors and structure, there appear to be a relatively small number of operators in additional to Luna, with several focusing their event programmes in specific geographical area (e.g.London, Cornwall, Wales, Yorkshire). Follow the links below to learn more about some of these operators.
The Nomad Cinema
Rooftop Film Club London
Lost Lands Cinema
The Village Screen
Open Air Film & Chill
INFLUENCES AND TRENDS FOR THE POP-UP CINEMA MARKET
Some key issues for students of this market to consider might include:
The target audience for some of the pop-up operators focused on locations in London is relatively affluent adults aged between 25-35. Of course, the target audience is also influenced by the choice of film!
Most customers are women! On average, 70% of those attending are female. It’s pretty much the same whichever movie is shown, but for some like Dirty Dancing it’s weighted much more heavily in favour of ladies (almost 95%)
The type of film that customers want to watch is also changing. Originally there we a certain nostalgia value to the movies screened and the biggest sellers would tend to be a movie that was at least 15 years old. Now the biggest sellers are more recent movies (e.g. Bohemian Rhapsody, Mamma Mia 2, The Greatest Showman) and demand for screenings of nostalgic movies has declined to the point where relatively few classics can attract an audience.
Pricing: demand is sensitive to price, however other factors also influence demand, not the least the chosen venue and likely weather for the screening for those prepared to book close to the screening date.
The revenue for pop-up cinema operators comes mainly from ticket sales (with prices typically ranging from £10-25 depending on class of ticket, cost of location etc). Other revenues include food and drink (though bar sales are reported to be in decline) and sponsorship.
Some operators in the pop-up market consider that there is little brand loyalty and little differentiation between the competing brand
MARKETING POP-UP CINEMA SCREENINGS
Most pop-up cinema operators rely heavily on traditional PR to build awareness of the upcoming seasonal programme.
The larger operators employ PR agencies that try to gain as much coverage as possible in the relevant local media which reachers the target audience.
Event listings such as Time Out and other local event calendars are an important source of promotion.
PR activity is then supplemented with extensive social media posts and advertising, a mailing list and additional paid for advertising.
Luna appears to work with a full-service marketing agency (Booments) which provides a comprehensive set of marketing support services for Luna's pop-up programme and brand. You can read about some of those campaigns in the link above.