GUEST EDITORIAL: 5 Tips For Movie Theaters to Attract More Customers

5 Tips For Movie Theaters to Attract More Customers

by Kevin Gardner

With the rise of streaming platforms and straight-to-streaming releases of big movies, movie theaters are struggling to find ways to attract the same level of attendance. Managers are having to find creative ways to sell tickets, and it's promising to change the way movie theaters operate. Here are just a few of the tactics movie theaters have turned to in an attempt to increase attendance.

1. A Luxurious Experience

Anyone who has been involved in the sales process before knows that attracting customers is all about providing them with a unique and luxurious experience. It's likely that many current customers of movie theaters have been there in the past and don't see a reason to leave the comfort of their own home for a cramped seat in a cold auditorium.

That's why movie theaters have started offering increasingly luxurious amenities like alcoholic beverages sold in the lobby, leather recliners, and increased leg space. Rather than finding popcorn all over the floors and seats, customers should have a seamless and streamlined experience. If customers feel like the movie-going experience is special, they might start to choose it over their couch once in a while. 

2. Quality Concessions

Another reason many avoid movie theaters is because of the incredibly high prices charged for basic items like water bottles and popcorn. Of course, theaters rely on this revenue to stay open, so a replacement has to be found to make a compromise that works for everyone. Some theaters have experimented with creating their own concessions with higher quality ingredients that customers might be willing to pay a higher price for.

Theaters like the Alamo Drafthouse Cinema attract an audience that wants to be served real food and beverages during their movie, rather than sneaking out to the lobby for a $5 bottle of water. A great way to build rapport with local customers is by offering concessions from local restaurants and bakeries. Partnering with local businesses to create unique items for the theater ensures that the theater sells a product customers can't get anywhere else. In addition, theaters could begin offering more daily specials on concessions as an incentive to make a visit to the movies on a weekday.

3. Loyalty Programs

Customer loyalty programs are a tried and true tactic that movie theaters have been using for a while. But customers will frequently accept a card at the theater, then lose it in their wallet. A big reason for this is because most loyalty programs require the customer to activate their account and set it up, meaning that customers have to do all the work if they want the rewards. Movie theaters can instead make the process much simpler by offering punch cards, where the customer can easily see when they'll earn their free item. It's a greater incentive to see another movie when you know you're getting close.

4. Personal Branding

So many theaters are nameless chains that all seem the same once you're inside. It's important for small theaters to set themselves apart by creating a personality for themselves. Whether you're advertising on the radio or with a social media account, it's important to focus on creating a personalized brand. Customers will begin associating your branding with the theater, and will be more likely to check it out on a whim. Plus, having an engaging social media appearance will attract more followers, ensuring that your branding casts a really wide net.

5. Contactless Options

Many theater-goers have been spooked in recent years by the tightly-packed theaters they remember. It's important for movie theaters to begin offering more contactless options for reserving seats, buying tickets, and even concessions if possible. Being able to do everything from your phone is definitely something today's movie-watchers are looking for, so theaters should be investing in quality apps and touchscreens. The next time you visit a movie theater, look around and see what changes have been made.