Designing a subscription service for cinemas
Goal
My thesis; “The cinema experience in a new media reality” was a study on how a movie theater subscription service should work in the Danish film industry.
Background
In 2021, Nordisk Film became the first cinema in Denmark to launch a movie theater subscription service. Bioplus Unlimited allows moviegoers to watch an unlimited amount of films in cinemas for a monthly fee of 199 kr. It was an attempt to follow an ongoing trend of creating a subscription-based business model that adapts to the invidual user’s specific needs.
But should a subscription service for a movie theater follow a streaming service model? Or should it adapt to the unique services the cinema experience offer compared to streaming films at home?
Findings
Having conducted interviews with Nordisk Film, Danske Biografer and Grand Teatret etc. and quantitative studies on the needs of moviegoers, I created several design suggestions on a movie theater subscription model.
Based on these findings, it was possible to suggest a subscription service that offered the moviegoer luxurious seating and improved services by picking up ordered snacks instead of queuing up at the concessions stand. It also includes the option of watching the movie while wearing headphones. This allows the viewer to ignore unwelcome sound from noisy audiences and adjust the film’s volume to their liking.
Research Process
My quantitative studies based on 500+ Google user reviews of Nordisk Film Biografer Aalborg Kennedy showed that moviegoers primarily praised the seats and services of the cinema, instead of the quality of the sound, picture and film.
Therefore, it can be concluded that most moviegoers watch films in theatres for the unique comforts the cinema experience offers. The moviegoers were primarily unsatisfied with the high prices, while certain moviegoers were highly critical of the theater’s layout, or the sound being either too loud or too quiet.
This shows how moviegoers would be interested in a value for money offer that a subscription service can deliver. But they are not interested in a streaming service offer that offers more films for potentially less money, given how they primarily go to the theater in the first place for its comforts and services, not for the unique films they offer.
Therefore, a movie theater subscription service should shift their focus on offering loyal guests improved comfort and services.
A subscription service for cinemas, not streaming services
Luxury seats reserved for every viewing
Various positive insights from the 500+ Google reviews praise Aalborg Kennedy’s option of luxury seating. This shows that guests are willing to pay extra for better comfort in their moviegoing experience. Therefore, it makes sense to have reserved luxury seating become a part of a subscription service.
By paying a monthly fee, customers will be guaranteed improved comfort when they are going to the movies, improving the experience as a whole.
Order concessions, skip the queues
The quantitative studies showed that when the services of the cinema are criticised, it is due to the lack of staff, resulting in longer queue times at the concessions stands and box-office windows.
Most cinemas already offer users to “skip the queue” by booking tickets using an app, and having the digital tickets scanned at the cinema hall. The cinemas could offer a similar service with drinks and snacks, by giving subscribers the option to pick up ordered concessions. This will give moviegoers the possibility to arrive at the cinema shortly before the film starts, without having to worry about queues, which ultimately gives more comfort and convenience.
Headphones for cinemas
Wearing headphones in the cinema will allow users to adjust the film’s volume to their liking, while avoiding unwelcome noise from other moviegoers. This will no longer make the users feel like passive receivers, who are powerless to the sound being too loud or low for their taste. Instead, the sound can be adapted to the user’s individual hearing, making the cinema experience more personalized for the user.
Because wearing headphones can remove the unique audience effect of the cinema, it should not be forced onto subscribers. It is a unique option to enhance their viewing experience.