Think of a theatre in your city. Here’s a
question. What comes to your mind first when you think of it?
Nothing, right!
If you were the theatre owner, would you be
worried? You better be. You just realized your brand means nothing to the
consumer. Even worse, your brand means nothing to you!
The problem is theatres are not positioned.
They lack a personality.
Why should theatres be positioned you ask? Isn’t
the theatre positioned by the film that is running currently you argue? And
because the films keep changing and there is a new movie all the time, should
theatres be positioned at all you elaborate? Is it even possible to position a
theatre, far less build a personality, you dispute?
In other words, what you are telling me and
yourself is that you would invest crores of money building a theatre and spend
lakhs of money maintaining it and let your fortune, future and fate decided by
an insipid film that runs it. Isn’t that thought as much scary as it is stupid?
Wouldn’t you rather build a theatre keeping
in mind the target audience you wish to attract by studying the location, the
characteristics of the neighbourhood and the accessibility etc? And then follow
it by playing only films that suit your target audience? Thereby telling the
world, loud and clear, what kind of theatre you have; and what kind of
experience they can expect?
Imagine this. You are building a theatre in a
predominantly residential neighborhood. You position your theatre as ‘wholesome
family fun’. Imagine every facet of design – from entrance to exit, from façade
to restrooms, from seating to parking – every little detail is conceived,
created and caressed with your target audience in mind – the family. You play
only family movies; seating is designed in threes, fours or fives – decided by
the size of the family. Even the food and snacks are sold in combo or family
packs. Special restrooms designed for kids. Maybe even nappy changing rooms;
breast-feeding facility for moms. Put simply, a theatrical version of
McDonald’s.
And when you do that, you are doing a few
things first, and right. To begin with, your target audience knows who you are.
They wouldn’t care much about the film since they know what to expect. Which
means you depend less on the film you run to define your success, and depend
more on your theatre to defend your fortune? A far better way of doing
business, you would agree.
If you own a multiplex, it gets even better.
Imagine you have a 6-theatre complex. Dedicate each theatre to a certain target
group. Like a portfolio of brands that has made companies like P&G
invincible. Pantene, Head & Shoulders and Rejoice – three shampoos yet
addressing three different audiences with three different positionings.
Make one theatre target kids – play only animations,
adventure etc. Rough flooring to take the abuse of young legs; restrooms whose
urinals suit the size of the user; small serving of food and snacks among other
things; maybe video arcades on the side.
Position the second theatre for, say, couples;
movies that screen only love stories and romantic comedies. Seats for two; armrest
that folds so one could hold their partner’s hands, among many other things!
Maybe, even sell Unwanted 72 tablets along with popcorn and Pepsi!
How about a third theatre for young adults –
action movies, adult comedies and more. More legroom maybe; a separate smoking
section…..you figure out the rest.
Am sure you are getting the picture!
You would also realize you are not only
branding your theatre but building a strong personality for it as well.
And not just that. Theatres will then become the
next powerful advertising medium. When you showcase specific audiences,
marketers are bound to follow by pouring tons of advertising money – prior to
the movie, during intermission and all inside the complex – to reach their specific
target audience!
Theatres have ceased to be film-watching devices
long ago. Today, they are sources of entertainment; providers of experience.
Owners have failed to realize this and theatres
are a dying breed. Multiplexes have been, erroneously, considered a whiff of
fresh air that has come to revive movie-going experience. Without a proper
positioning and personality, they are just oxygen cylinders to prolong the
agony.
It’s time to redefine things. In fact, it’s
time to define things! It’s time theatre owners give themselves a new lease of
life. Positioning theaters and building an appropriate personality is a good
starting point!
Let the show begin!