Event Cinemas wanted to understand more about their customers in a specific Auckland suburb. The overall aim was to increase viewing at that suburb’s theatre, as the site was experiencing low occupancy, particularly in the evenings.
A clearer picture of those in their catchment area was necessary to enable Event Cinemas to create informed marketing strategies and initiatives that would appeal to their target market.
Datamine used data from Event Cinema's loyalty programme, and the national census to create a demographic profile of the specified catchment area, as compared to the rest of the Auckland region.
Datamine was able to evaluate the catchment area population size and provide a breakdown by household composition, age, income and ethnicity.
As a whole, the catchment area was not very different from the rest of Auckland, however, there was a large variance in socioeconomic status and a markedly larger proportion of certain ethnic groups than others.
These results are enabling Event Cinemas to run marketing activities tailored to the demographics of their catchment area.
Price variances are being considered in order to cater to both ends of the socioeconomic scale, and one cinema is possibly going to be dedicated solely to subtitled language films catering to the prime ethnic group of the catchment area.
As a result of the project, Event Cinemas achieved a much clearer picture of that suburb’s cinematic preferences and has been able to alter their marketing accordingly.