Cineworld touch screen by Protouch

FILM producers spend millions each year to draw audiences to their movies. And ADVERTISERS take advantage of the pre-cinema screening of ads and promos to promote their products. But now advertisers are moving their commercials to the entrances of cinemas as well, introducing kiosks and advertising boards to appeal to customer’s cinema experience.

Over the past two years, cinemas have been installing touch screen kiosks so cinema-goers can book and buy their tickets with ease and efficiency without having to wait in the queue.

However, kiosks are not just about ticket collection anymore. Cinema-goers want a more enhanced and rewarding experience when they visit the cinema and kiosk systems are the new and exciting way to do this.

Cineword, the UK’s second largest multiplex cinema chain, rolled out Protouch’s Xen X5 and Xen X4 kiosks into a number of its UK cinemas. The kiosk systems were installed to allow users to pick up tickets as well as support Cineworld’s Unlimited Film programme.

Cineworld plan to install the X5 kiosk into all of its cinemas selling the Unlimited programme. John Anderson Cineworld’s Marketing Co-ordinator said, “The Unlimited programme is a large and important part of our business and distinguishes us from every other cinema company in the UK and Protouch’s X5 kiosk is helping us to advance this programme.”

And the latest new promo is telecommuncations firm Sprint, is sponsoring the new marketing effort of placing 500 self service kiosks in movie theatres so that customers can scan in a code from their phones and get coupons for snacks.

The coupons will vary in discount and price with some allowing a free upgrade to a bigger popcorn or large drink.

Companies have been expanding their products and services into cinema advertising, as they noticed that cinemas are a good place to reach audiences that don’t have too many distractions.

“People with high mobile phone usage do tend to go to the cinema more than people with lower mobile phone usage,” he said. “Years back, when cinema advertising was just launching, people were a little skeptical on how it would be received.

“It has only been around for a relatively short amount of time, but all the research that came back said, despite initial skepticism, people feel that the advertisements are not intruding-in fact, many ways are complementing-the overall event.”

The coupons being introduced via the self service kiosks will definitely encourage more people to visit the cinema and make use of the deals on offer.

“The first was a reward for their own customers, building that loyalty, and the other was the envy factor,” said Christine Martino, national account director for Screen Vision who suggested the idea to Sprint.

The kiosk works by instructing Sprint customers to text a certain world (like Sprint) to a certain phone number. The cinema-goer then receives a text message that includes a string of letters and numbers. The kiosk features a computer screen next to the scanning device, and people hold up their cellphones, scan that code and can browse through a few offers on the screen.

The customer then selects their chosen offer, to which a receipt will be printed that people can take to the concession stand for a free upgrade, such as a larger drink.

Margaret Clerkin, the head of the invention group at Mindshare, Sprint’s media agency and a unit of WPP, said that offering something to Sprint customers was a necessary element. “There is entertainment value provided by cinema advertising, but there is also an exchange of value-can you enhance their experience?” she said.

In time, ScreenVision would like to see other companies like Burger King offer discounts on a post-show hamburger for instance.

“It is a direct reward for the consumer,” said Andrew L.Blacker, senior vice president for marketing at ScreenVision.