My Local Cinema

🍿A truly successful local cinema model. 

I popped into my local cinema, The Rex in Berkhamsted, on Sunday as I had a gift voucher to use up. I was going to book 2 seats for Black Bag for April 11th. 💼 

🎟️ I went away empty handed. It was SOLD OUT. 

💺 Not even back row seats available. 

🧍‍♀️👭The foyer was full (mostly women). I enquired what was playing that evening. ‘Bridget Jones’ came the reply. Ah that figures. But how can all these people not have already seen it? 

👫👫👫That’s the elasticity of cinema. There’s always more audience. It’s like a bottomless brunch. We know this because we have seen films hit £100m. Audiences are out there. Many come once or twice a year. 

🎦 This cinema is thriving. 

🫣It runs on a scarcity principle. FOMO. 

Audiences COMMIT to buying tickets on the day (or soon after) a whole month’s programme is released in one day. People even queue for tickets! 🚶🏻‍➡️🚶🏼‍♂️‍➡️🏃🏼‍♀️‍➡️🧎🏽‍➡️

😬I missed out because I waited. 

What cinema turns people away two weeks before a film is playing?

If the model can work here it can work in other towns too. 

Committing is the key to its success. As well as a truly aspirational setting. It’s one of the finest examples of a 1930s cinema in the country. 

If you commit you don’t back out. 

🤔 There’s loads of reasons why we think we will see a film and yet don’t get around to it on the day/night. We forget or feel too tired. I do this ALL THE TIME. 

📕 Also, as people tend to pick up the brochure they learn about upcoming films. They read the blurb. Awareness counts. This is KEY. 

🛑 Stop most people in the street and ask them what new films are out this week. Most will be hard pressed to name ONE. 

⭕️ Its a perfect circular business model. 

✔️ Create a lovely environment for a treat 

✔️ Make demand real and palpable 

✔️ Foster loyalty 

✔️ Build Community 

✔️ Educate your audience 

✔️ Curate for all 

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