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REIMAGINING THE MOVIE 
THEATRE EXPERIENCE 
Kiran Reddy
What is an Experience? 
Series of interactions between an individual and a business 
Each leaving an impression / memory /...
Retail : Why is Experience relevant? 
In a highly commoditised environment 
Experience is the true differentiator 
Brick a...
Relevance of Cinema in a Netflix Age 
Experiential Social 
Celebration 
Outing 
Friends & Family 
Undisturbed 
Great Sound...
Experience Design: 
Elements
ELEMENTS OF 
EXPERIENCE 
INNER OUTER 
CORE 
NEGATIVE POSITIVE NEUTRAL
Core Experience 
Watching the movie 
The image, sound, seat comfort and 
immersiveness of the theater is of 
primary impor...
Inner Experience 
The experience in the cinema 
environment while not watching 
the movie 
Includes the box office, 
conce...
Outer Experience 
Experiences outside the 
cinema prior to or after the 
cinema experience 
Difficult to control
Negative Experiences 
A negative experience is one that if 
done well, does not give the customer 
a sense of elation but ...
Positive Experiences 
Experiences that get you to notice 
and possibly go WOW 
Examples – Great decor, 
exceptional food q...
Neutral Experiences 
These are interactions that don't 
evoke a reaction from customers in 
spite of sometimes providing 
...
Experience Design: 
Guidelines
Map the Existing Experience 
View interactions only through the eyes of the user 
Break them down in the sequence of use 
...
Brainstorm the Dream Experience 
Assume money, resources, 
technology and other 
limitations do not exist 
Push the bounda...
Understand but don’t ask the customer 
Customers know what they don't like 
Rarely will they be able to give you 
groundbr...
"If I had asked people what they wanted, 
they would have said faster horses.” 
Henry Ford
Create Multisensory Interactions 
Use the 
environment to 
interact with 
multiple senses 
Each interaction 
should ideall...
Identify Unwanted Interactions 
Interactions that do not enhance the 
customer experience 
- checking tickets 
- security ...
Look Outside the Industry 
Your industry might only have a few 
benchmarks. 
Some of the best experiential work is 
happen...
Create Social Interactions 
Cinema going is a social experience, 
much like going to a restaurant 
- You don't just go for...
Manage Expectations 
People perceive an interaction based 
on their base expectation level 
For example if the toilets wer...
Incremental Improvements 
Redesigning experience is a 
continuous process 
Do it one step at a time 
Make sure the new exp...
Perception vs Actual Usage 
Customer perceptions are 
quite often more important 
than actual value 
Some interactions, ev...
Everyone is not the same 
People perceive the same experience 
differently 
Any experience needs to be 
acceptable to all ...
Invisible Experiences 
Some experiences such as image and 
sound quality are valued by all but not 
perceived by some 
Com...
Change 
Change in the customer experience 
can be a positive and/or negative 
Customers appreciate constant 
innovation. D...
Create Sustainable Differentiation 
Find ways to ensure that competitors 
can’t or won’t want to follow you 
Complicate yo...
The SPI Cinemas 
Experience
Our Experience 
Lobby, Luxe
Our Experience 
Luxe lobby
Our Experience 
Lobby, Escape
Our Experience 
Luxe Sathyam 
Plush, Escape Kites, Escape
Our Experience 
ID Ecstasy 
Bliss Spa Dine, Escape
Role of Technology
Technology: Enhancing Experience in Cinemas 
Drive Personalisation 
Subtitles in a language of choice 
Pre-reserved ticket...
THANK YOU
Re-Imagining the Movie Theatre Experience - Kiran Reddy
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Re-Imagining the Movie Theatre Experience - Kiran Reddy

  1. 1. REIMAGINING THE MOVIE THEATRE EXPERIENCE Kiran Reddy
  2. 2. What is an Experience? Series of interactions between an individual and a business Each leaving an impression / memory / opinion Awesome! Alright. Could’ve been better. Never going back. Physical Spaces Virtual Spaces Service Content Other Customers
  3. 3. Retail : Why is Experience relevant? In a highly commoditised environment Experience is the true differentiator Brick and Mortar Online Create excitement and desire to purchase Best to showcase new products Multisensory engagement Neutral online preferred vs bad human Best for Consistency, convenience, scale Lesser sensory engagement
  4. 4. Relevance of Cinema in a Netflix Age Experiential Social Celebration Outing Friends & Family Undisturbed Great Sound Big Screen Exciting Food Shared Experience
  5. 5. Experience Design: Elements
  6. 6. ELEMENTS OF EXPERIENCE INNER OUTER CORE NEGATIVE POSITIVE NEUTRAL
  7. 7. Core Experience Watching the movie The image, sound, seat comfort and immersiveness of the theater is of primary importance Some people cannot perceive quality differences in sound and image
  8. 8. Inner Experience The experience in the cinema environment while not watching the movie Includes the box office, concession, lobby, toilets, poster-cases, ambient music, etc. Ample scope for differentiation Box office, Luxe Restroom, Palazzo
  9. 9. Outer Experience Experiences outside the cinema prior to or after the cinema experience Difficult to control
  10. 10. Negative Experiences A negative experience is one that if done well, does not give the customer a sense of elation but when done badly creates substantial negative perception about quality Examples – Hygiene, long queues, broken seats, house lights not switched off during movie Implication – High priority Should be fixed before working on anything else
  11. 11. Positive Experiences Experiences that get you to notice and possibly go WOW Examples – Great decor, exceptional food quality and variety Implications – Greatest effect Lobby, Luxe
  12. 12. Neutral Experiences These are interactions that don't evoke a reaction from customers in spite of sometimes providing considerable value to the customer Example - Efficient customer service Implication - Less bang for the buck. Can be combined with many such neutral experiences to create an overall positive experience Click - Browsing Centre, Escape Flip - Library, Escape
  13. 13. Experience Design: Guidelines
  14. 14. Map the Existing Experience View interactions only through the eyes of the user Break them down in the sequence of use Details, details, details Purchase Post-purchase Pre-purchase Discovery Awareness Attraction Purchase Interaction Use Advocacy Cultivation Indirect Direct
  15. 15. Brainstorm the Dream Experience Assume money, resources, technology and other limitations do not exist Push the boundaries even exploring the impractical, absurd solutions Think ahead, not for today, but 3-5 years down the line This exercise would give a sense of direction to a more practical immediately usable experience
  16. 16. Understand but don’t ask the customer Customers know what they don't like Rarely will they be able to give you groundbreaking insights Understand what would be of value to them
  17. 17. "If I had asked people what they wanted, they would have said faster horses.” Henry Ford
  18. 18. Create Multisensory Interactions Use the environment to interact with multiple senses Each interaction should ideally trigger multiple senses Multisensory, more likely to get noticed 2013, MCorp Consulting
  19. 19. Identify Unwanted Interactions Interactions that do not enhance the customer experience - checking tickets - security scan - queues Are they necessary? Can we simplify them? To prevent a few wrongs we sometimes inconvenience a substantial majority Use technology where possible to work around such an interaction
  20. 20. Look Outside the Industry Your industry might only have a few benchmarks. Some of the best experiential work is happening right now in retail, hospitality and the casino (gaming) sector
  21. 21. Create Social Interactions Cinema going is a social experience, much like going to a restaurant - You don't just go for the food - You want to share the experience with others Identify opportunities to create social interactions - Planned and Chance Eg. Smoking Room People interact even if they dont know each other Dine, Escape Puff - Smoking Lounge, Escape
  22. 22. Manage Expectations People perceive an interaction based on their base expectation level For example if the toilets were expected to be poorly designed or average at best they will be wowed by a great toilet Restroom, Escape Restroom, Escape Restroom, Luxe Find opportunities where customers have low expectations. Those are the greatest opportunities to get a customer to go WOW
  23. 23. Incremental Improvements Redesigning experience is a continuous process Do it one step at a time Make sure the new experience is sustainable Use a new build to make dramatic changes if needed Use one location as a pilot Change is not an event, it’s a process. 1974 2007
  24. 24. Perception vs Actual Usage Customer perceptions are quite often more important than actual value Some interactions, even though, not used often by people, by being available can create a perception of overall quality For example, a great wine list in a restaurant enhances the customers appeal even though the customer is unlikely to order some of the expensive wine Bliss Spa, Escape
  25. 25. Everyone is not the same People perceive the same experience differently Any experience needs to be acceptable to all as cinemas have a complete cross section of society as customers Don't create interactions where they are perceived positively by some and negatively by others. Worst case they can be neutral
  26. 26. Invisible Experiences Some experiences such as image and sound quality are valued by all but not perceived by some Communicate these effectively to get the group that has not seen the difference
  27. 27. Change Change in the customer experience can be a positive and/or negative Customers appreciate constant innovation. Displaying intention of change is more important than the change itself. Caution: Changes to habitual activity can disrupt familiarity
  28. 28. Create Sustainable Differentiation Find ways to ensure that competitors can’t or won’t want to follow you Complicate your business rather than simplify Build an organisation culture of innovation that is not quickly replicated
  29. 29. The SPI Cinemas Experience
  30. 30. Our Experience Lobby, Luxe
  31. 31. Our Experience Luxe lobby
  32. 32. Our Experience Lobby, Escape
  33. 33. Our Experience Luxe Sathyam Plush, Escape Kites, Escape
  34. 34. Our Experience ID Ecstasy Bliss Spa Dine, Escape
  35. 35. Role of Technology
  36. 36. Technology: Enhancing Experience in Cinemas Drive Personalisation Subtitles in a language of choice Pre-reserved tickets for likely to watch movies Enhance engagement Vote for Interval content : Advertising, trailers Control temperature in auditorium as a community Promote social interaction Visibility on friends booking tickets for movies Invite people, vote for movies and create your own shows Reduce negative experiences Remove waits Remove checks
  37. 37. THANK YOU

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