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Media Intelligence : Media Trends+Strategy 2012
For information on your sector go to www.mediabiznet.com.au MEDIA Trends + Strategy MEDIA Trends + Strategy 79 cinema Evolution is in our DNA How is digital cinema changing the sector? It is holistically transforming the market. For the first time in cinema, film is disappearing from our cinemas and what digital is providing is a better picture and viewing experience for our customers. It never degrades and digital is the foundation of the 3D platform. It has enabled a radical leap forward for our business, the biggest probably since sound. Digital also allows a new type of storytelling to take place. It has also allowed us to extend the concept of the cinema experience: with our arm ‘Hoyts Plus live’ we are now screening and streaming sporting events, rock concerts and preschool content. Satellite technology has allowed us to turn our cinema complexes into locations for a wide range of entertainment, conferences and events. What are the greatest challenges facing the sector in the next 12 months? The ongoing challenge is how we continue to evolve. It is getting close to 120 years old and when cinema started it had no real competition andnowwehavealotofwaysto consume entertainment. We have it in our DNA to evolve and give our customers new ways to experience cinema. How has the financial climate affected the sector? The industry is really resilient to the downturns in the economy. Families might not be able to afford an overseas holiday but they can go the cinema. We still provide great value for money and we continue to offer multiple ways to extract value such as through our loyalty programme, super saver Tuesdays and family passes. How will the emergence of iPtV change cinema viewing habits? The point of difference we have is that we are an out of home, collective social experience, the cinema goer is transported away – we offer a different sort of occasion. We have to reinforce that experience, we are evolving our premium experiences and offering things like ‘extreme screen’ – the screens in people’s living rooms are getting bigger but we are making sure that ours are even better. What new technologies or platforms do you see transforming the commercial proposition of the cinema experience? We are looking at a range of things. The big issue is how do we connect with our customers when they are not with us in the cinema complex, so we are looking at engaging with them via the web site, looking at mobile apps and mobile micro sites. We want to remind people that here is a great way to see filmed entertainment when they walk through the door and enter a magical place. What is next? We need to consolidate what we do at the moment, digital is rolling out, and 3D is going to find a new level of popularity. We will continue to look at innovating different experiences within the cinema complexes. In New Zealand we are trialling chairs that move in time with the film to enhance the viewing experience. We are also looking at transforming the food and beverage experience. From premium restaurant experiences to partnering with Eagle Boys Pizza, we are supplying different food occasions to complement the viewing experience. Matthew Liebmann Director, Commercial & New Business Hoyts Corporation Search all media sectors as well as thousands of advertising media and marketing services including ¥ Publications ¥ Television ¥ Digital ¥ Radio ¥ Out of Home ¥ Publishers ¥ Industry/ Associations ¥ Research ¥ Websites/Online Media ¥ Printers/Print Services ¥ Video and Audio Services ¥ Graphic Design ¥ Photographic Services ¥ Print, Art and Design Supplies ¥ Marketing Services ¥ Production Support Services ¥ Distributors (Retail) ¥ Media Services ¥ Fulfilment (Mailing) ¥ Marketing Channels ¥ Direct Marketing ¥ Experiential Marketing ¥ Sponsorship Marketing ¥ Incentives/Sales ¥ Marketing Software Tools ¥ PR/Communications ¥ Promotional Services ¥ Promotional Products ¥ Marketing/ Consulting ¥ Custom / Client Publishers ¥ Sales Promotions ¥ Digital/Mobile Services ¥ Multimedia/Internet ¥ Search Engine Marketing ¥ Domain Name/Web ¥ Management Services ¥ Licensing ¥ Advertising Services ¥ Events/Exhibitions ¥ Event Organisers ¥ Suppliers & Services ¥ Venues ¥ Recruitment ¥ Research ¥ Media Monitoring ¥ Advertising Agencies ¥ Branding and Design Agencies ¥ Online Marketing Agencies ¥ Media Agencies ¥ Media Glossary ¥ News/Archives/ Links ¥ And more Each lisiting has contact dEtails and it’s own landing pagE with many frEE automatEd facilitiEs. add your listing to this free service and generate more exposure and business for your enterprise on www.mediabiznet.com.au. If onlIne ne ZZZ mediabiZ ZZbiZnet Z mediabi net .c om.au p78-79,81_cinema.indd 79 28/11/11 12:40:41 PM
MT Resource Guide 2011
MT Resource Guide 2012