焦点报道——“全力以赴凯旋而归”.pdf

1、Spotlight Go BIG or Go HOME Sylvia Dick BASE Tom Clegg Amazon Prime VideoConnecting Cinema&Home-Entertainment AudiencesSylvia Dick BASE/DEGITom Clegg AmazonBACKGROUNDEntertainment IndustryBOX OFFICE/HE CORRELATIONDEGI&BASEVALUE PERCEPTIONSGROWTHENCOURAGINGVISITSWHY?TRIALOBJECTIVEUNITE THE BIG SCREEN

2、&THE LIVING ROOMDeliver a promotional marketing campaign that enhances consumer value whilst strengthening audience engagement&film consumption both in,and out,of the homeCONSUMERPROPOSITIONPilot 2:Summer 2025 Pilot 1:October 2024 Fire TV Feature rotatorPV Deals Page SuperheroMovie Page Superhero re

3、minder targetedCONSUMERMARKETINGAWARENESS:67%of respondents were aware that ODEON had run a home-ents promotionADVERTISING RECALL:Promotional&advertising material had good cut through,with 63%recalling having seen marketing messaging around the promotionRECIPROCAL MARKETING CUTS THROUGH:35%of those

4、who were aware of the promotion stated that they had seen marketing materials on AmazonWhat did we learn?FUNNELLEARNINGSCRM OPEN RATESOFFERACTIVATIONEND REDEMPTION FAMILY REDEMPTION FUNNELREDEMPTION BARRIERSSource:ODEON guest surveyOptimisations made to the offer in the 2nd pilot had a demonstratabl

5、e impact on barriers to redemption“Dont purchase film to own”Film selection on Prime VideoThe value of the discountCINEMA AUDIENCE LEARNINGSSource:ODEON guest survey.OFFER APPEAL:66%of the audience found the offer appealing,with respondents saying they want to see more promotions like thisTICKET VAL

6、UE:5O%said that the offer improved the perceived value of their cinema ticketVISIT FREQUENCY:28%of the audience agreed that the offer would encourage them to visit the cinema more oftenVIEWING CANNIBALISATION:Respondents disagreed that the promotion favoured w