Download - The Odeon Theater case

Odeon Suite an experience combining cinema and aperitivo

Contents

Research Introduction 1

2

3

4

Qualitative analysis

Quantitative analysis

Conclusion

Background of movie

Theatres • Deep crisis in movie distribution market

– introduction of new technologies (streaming, home theatre and DVD and

Blue Ray formats)

• cinemas gain more revenues from food and beverages than

cinema tickets

• SOLUTIONS:

– 3D IMAX

– GOLD CINEMAS!

Odeon Suite

Odeon suites offers a combination of

cinema experience and aperitivo. Which

include several services:

• Cloakroom

• Aperitivo with finger food

• Limited number of seats

• Reclinable leader armchairs by

Poltrone Frau

• Pop-corn

Research Question

“What are the attributes of Odeon Suite's special

offer, that affect the emotions of its audience and

how does this finally influence the customers’ future

behavior? ”

“And, is there any difference on such influences

among different customer groups? ”

Qualitative analysis

Focus Group In-depth interview

• Price

• 3D problem

• Match of Aperitivo and

Cinema doesn’t fit each other

as well as Match of Opera

and Aperitivo

• Most customers select movie

first instead of going directly

• Cinema lovers do not care

about additional services

with Massimo Ferrera:

• Combininig the Italian

tradition (aperitivo) with the

cinema experience

• Target: people above 25,

faculty educated and

wealthy

• Make customers “feel like

they are at home” and they

are special

• Cinema experience which

everyone can afford

• Manager’s request: analyze

customers living area

Questionnaire

• Questionnaire design – measuring the cinema environment / information rate

• The Information Rate Scale (Mehrabian & Russell, 1974)

• Special items of Odeon Suite; focus group; manager interviews

– measuring emotions

• the 18 adjective pairs used by major researches to construct emotional scale

– measuring behavior

• approaching/avoiding behavior theory

• other research in different areas (restaurant, etc.)

• special situation of Odeon Suite as a cinema

– general and demographic information

• The cinema manager is interested in the characteristics of Odeon Suite’s target customer; especially,

where do they live

• Sample collecting

– 55

– About 80%

Table 1 Response Rate

Date Total Reached

05.05.2012 (evening) 13 11

05.05.2012 (night) 5 4

06.05.2012 (evening) 4 3

06.05.2012 (night) 0 0

08.05.2012 (evening) 9 7

08.05.2012 (night) 0 0

09.05.2012 (evening) 23 15

09.05.2012 (night) 2 0

11.05.2012 (evening) 8 6

11.05.2012 (night) 8 6

12.05.2012 (evening) 3 3

12.05.2012 (night) 0 0

Aperitivo

Special

service

Movie

Novelty Fullness

Pleasure

Arousal

Dominance

Willingness

Behavior

Environmental stimuli Emotions Behavior

Quantitative analysis

General information rate

Specific service

Cinema

Environment

Emotions Behavior

What are the attributes of Odeon Suite's special offer, that affect

the emotions of its audience and how does this finally influence

the customers’ future behavior?

Aperitivo

Special

service

Movie

Novelty Fullness

Pleasure

Arousal

Dominance

Willingness

Behavior

0.242

0.323 0.4


Pleasure= -0.011- 0.83(Fullness) + 0.242(Novelty) +

0.4(Aperitivo) + 0.323(Special service) + 0.142(Movie)

Aperitivo

Special

service

Movie

Novelty

Pleasure

Arousal

Dominance

Willingness

Behavior

0.242

0.323 0.4

0.283

0.234

0.568

-0.385


Fullness

Dominance= -0.007+0.07(Fullness) -0.385(Novelty) +

0.283(Aperitivo) + 0.234(Special service) + 0.568(Movie)

Aperitivo

Special

service

Movie

Novelty Fullness

Pleasure

Arousal

Dominance

Willingness

Behavior

0.242

0.323 0.4

0.283

0.234

0.568

-0.385

0.304


“Arousal” can hardly be influenced by environmental

stimuli. Only “Aperitivo” has relatively significant influence on

“Arousal”, though not that high (0.058).

Aperitivo

Special

service

Movie

Novelty Fullness

Pleasure

Arousal

Dominance

Willingness

Behavior

0.242

0.323 0.4

0.283

0.234

0.568

-0.385

0.304 0.444

0.276


General information rate variables as intermediate

variables

“Aperitivo” strongly influence emotion through influencing

“Novelty”, while “Movie” also have some contribution.

Aperitivo

Special

service

Movie

Novelty Fullness

Pleasure

Arousal

Dominance

Willingness

Behavior

0.242

0.323 0.4

0.283

0.234

0.568

-0.385

0.304 0.444

0.276

0.679

0.163

0.319


Willingness behavior= -0.005 +0.679(Pleasure) +

0.319(Dominance) + 0.163(Arousal)

Aperitivo

Special

service

Movie

Novelty Fullness

Pleasure

Arousal

Dominance

Willingness

Behavior

0.242

0.323 0.4

0.283

0.234

0.568

-0.385

0.304 0.444

0.276

0.679

0.163

0.319


Path analysis

Aperitivo

Special

service

Movie

Willingness

Behavior

0.36 0.15

0.29

Classification Is there any difference on such influences among different

customer groups?

Aperitivo

Special

service

Movie

Novelty Fullness

Pleasure

Arousal

Dominance

Willingness

Behavior

0.242

0.323 0.4

0.283

0.234

0.568

-0.385

0.304 0.444

0.276

0.679

0.163

0.319

0.36 0.15 0.29

Group 4

• Senior(45), female, different education levels,

go for movie as as well as for a different

experience

Customer groups

Group 1 •33, female, highest education, go for movie,

•highest satisfaction and willingness level

Group 2

Group 3

•32, bachelor degree, go with friends

•not satisfied with the movie

•Youngest group, male, relatively low

education level, go for various reasons,

•lowest satisfaction and willingness level

CONCLUSION & MANAGERIAL

IMPLICATION

Conclusion

What are the attributes of Odeon Suite's special offer, that affect

the emotions of its audience and how does this finally influence

the customers’ future behavior?

• Novelty of the environment (general) + the quality of aperitivo

service + other special services + the movie pleasure and

dominance Behavior

• Fullness and Arousal is irrelevant

Is there any difference on such influences among different

customer groups?

• Ideal target customer highly educated, rich female above

30 years old, who cares about the movie and enjoys an

exclusive experiences

• Movie quality dominance feeling of target customer

Managerial implications

Issues Suggestions

• Movie selection

• Aperitivo service

improvement

• Reach the right target

customers

– Lack of communication

– Booking problem

• movie portfolio

• customer feedbacks/surveys

• the first group have aperitivo

with the second group together

• reservation service

• Differentiate the offer

• Focus only on the high class

• Different communication for

different focuses

• Negotiation with SIAE

Thank

You!

Elitsa Kamburova

1315795 Francesca Serra

1384650

Ezgi Kilinclar

1608454

Nora Schwarz

1574631

Xi Jin

1563550

Irina Gurova

1237833

BACK UP PART

Part 1: measuring the cinema environment

/ information rate

• The Information Rate Scale

(Mehrabian & Russell, 1974)

• special items of Odeon

Suite

• focus group

• manager interviews

Part 2: measuring emotions

Part 3: measuring behavior

• the 18 adjective pairs used

by major researches to

construct emotional scale

• approaching/avoiding

behavior theory

• other research in different

areas (restaurant, etc.)

• special situation of Odeon

Suite as a cinema

Part 4: general and demographic

information

• The cinema manager is

interested in the

characteristics of Odeon

Suite’s target customer;

• Especially, where do they

live

Descriptive – demographic

54% 44%

2%

Gender

female

male

Missing

40%

13% 16%

14%

13%

4%

Age

18-24

25-34

35-44

45-59

60 or above

Missing

Ave. age = 36.11

9% 2%

9%

55%

16%

9%

Information source

Official website

Social media

Newspaper

Friends

Ticket office

Other

2%

25%

35%

11%

16%

11%

Education

Middle school orbelow

High school

Bachelor's degree

Master's degree

Professional degree

Doctorate degree orabove

Equal gender %

Friends Different education level

Descriptive – preferences

0 5 10 15 20 25

movie

cinema

relaxation

friends

different experience

aperitivo and movie

other

Reason for Odeon

87%

7% 6%

3D

Prefer 2D

Prefer 3D

Missing

0 5 10 15 20 25 30 35

almost never

1 times per month

2-3 times per month

4-5 times per month

6 times or above

frequency to cinema

Movie & friends Prefer 2D

Normal frequency

Descriptive – satisfaction

and behavior

69%

29%

2%

Satisfaction

Satisfied

Middle

Not satisfied

69%

27%

4%

Recommend to others

Very likely

Middle

Not likely 60%

35%

5%

Come back

Very likely

Middle

Not likely

47%

47%

6%

Price

Nice price

Acceptableprice

Notreasonable

33%

54%

13%

rent this place

Very likely

Middle

Not likely

Recommend

Satisfied

Come Back

Rent if not $ Acceptable price

Factor analysis – cinema

environment

General information rate Specific service

Rotated Component Matrixa

Component

1 2 3

Room .910 .100 -.075

Food .678 .052 .436

Hardrobe .276 .482 .444

Chairs .350 .738 -.084

Limited seats -.043 .797 .004

Staff .702 .277 .225

Movie .052 -.089 .901

Special .346 .406 .390


Component

1 2 Novel .328 .639

Complex .685 .232

Coherent -.209 .701

Full .887 -.181

Crowded .889 -.219

Surprising -.253 .458

Rare .040 .720

Factor 1: Fullness

Factor 2: Novelty

Factor 1: Aperitivo related

Factor 2: Special/unique service

Factor 3: Movie

Factor analysis – emotion

and behavior

PAD Behavior

Factor 1: Pleasure

Factor 2: Dominance

Factor 3: Arousal


Component

1 2 3

Happy .813 .370 -.087

Pleased .852 .324 .099

Satisfied .850 .075 .167

Contented .873 .290 .163

Relaxed .761 .035 .237

Important .540 .410 .064

Free .288 .752 -.107

Excited .372 .000 .668

Jittery -.004 -.028 .760

Frenzied -.121 .533 .582

Wideawake .450 .379 .330

Controlling .342 .554 .463

Dominant .349 .664 .366

Influential .185 .359 .569

Component Matrixa

Component

1

Overall Satisfaction .731

Recommend .914

Back .902

Price .676

Rent .733

Factor 1: Willingness

Download - The Odeon Theater case

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