CMV TheatresCMV Theatres

By Cody SuttonBy Cody Sutton

Mitch MacrowMitch Macrow

Vanessa FuruliVanessa Furuli

CMV Theatre Mission StatementCMV Theatre Mission Statement

• To Provide the Billings Heights and the surrounding area with new means of entertainment in an exciting, clean, positive atmosphere.

StrengthsStrengths

• Customer Service– Comfort– Cleanliness– Served at tables

WeaknessesWeaknesses

• Costs– Lack of experience (new business)– Entering a mature market– Ways of absorbing some costs

• Location

OpportunitiesOpportunities

• Population of Billings, MT– Rapidly Growing

• 2000 census: 89,847• 2006 census: 101,182 (up 10.9%/ 11,281)

– Largest metropolitan area in MT– Families

• 2000 census: 61.67% of Billings population are families

Opportunities Cont.Opportunities Cont.

• Target Heights Population– 2005: 21,237 people in the Heights area– 2025 Projection: 28,692

Opportunities Cont.Opportunities Cont.

• Market Share for Yellowstone County– 15.88% – 21,237(population of Heights)

133,762(population of Yellowstone County)

Heights

Rest ofYellostoneCounty

Opportunities Cont.Opportunities Cont.

• Market Share for Billings, MT– 21.99%– 21,237(population of Heights)

101,182(population of Billings)

Heights

Rest of Billings

Opportunities Cont.Opportunities Cont.Citizen SurveyCitizen Survey

• 88% of residents state that there are not adequate entertainment or restaurant options in the heights

• Citizen survey on economic development:– 160 people surveyed– 140 said they strongly or at least moderately

disagree that there are adequate entertainment options in the Heights

ThreatsThreats

• Other Cinemas– Carmike theatres– Amusement Park Drive-In

• Other Entertainment Options– Bowling, Zoo, Geyser Park, Metrapark events,

Stay at home fun (including renting movies), the mall, sporting events, etc.

ObjectivesObjectives

• Offer entertainment for people of the Billing’s Heights and surrounding area

• Control 20% of the movie theatre market in Billings, MT (1 out 5 movie theatres)

• Strive to have the most comfortable theatre in town

Why go to the Theater?Why go to the Theater?

• Audience can watch movie in privacy of their own home

• DVD• Plasma TVs• Home Projectors• New introduction of Blu-ray

• Survey by Movie Advisory Board and Nielson Entertainment– 1700 moviegoers who saw Pirates of the

Caribbean: Dead Man’s Chest

- If the DVD of "Pirates of the Caribbean: Dead Man's Chest" were available for sale (for between $19.99 and $24.99) or rental (at your usual rental fee) on the SAME DAY it premiered in the theatres (last Friday 7/7/06), would you have: - A. Bought the Pirates DVD and not seen it in the theater - B. Rented the Pirates DVD and not seen it in the theater - C. Still seen Pirates in the theater - D. Still seen Pirates in the theater and also bought the

DVD - E. Still seen Pirates in the theater and also rented the

DVD

SurveySurvey

ResultsResults

7%4%

38%47%

4%Bought the Pirates DVDand not seen the movie intheaters

Rented the Pirates DVDand not seen in theaters

Still seen Pirates in thetheatres

Still seen Pirates in thetheatres and also boughtthe DVD

Still seen Pirates in thetheatres and also rentedthe DVD

Our AudienceOur Audience

• Education Resource Information Center– Motion pictures account for 53% of the total

U.S. spectator amusement expenditures.– Sex: Males were found to hold a more

favorable attitude toward movies and attend them more than women.

– Age: Statistics ahead.

Audience AnalysisAudience Analysis

• Motion Picture Association of Worldwide Market Research– Annual Study– 2005 Statistics– U.S. Population

United StatesUnited States

Who Attends?Who Attends?

• US– Young moviegoers continue to represent most

of the movie-going audience.• 12-29 years of age = nearly half of annual theatre

admissions

• Billings• Ages 10-29 = 27.6% of Billings Population

– 25,625 people

• Ages 10-29 = 28.7% of Heights Population– 6,707 people

Wynsong StatisticsWynsong Statistics

• Manager of Wynsong in Billings– Average $2.90 per person that enters the

theatre on concessions.– Average week day brings in 600-800 people.– Average weekend brings in 2,000-3,000

people.– Primary audience is interested in family

movies. (G and PG) Ex. Shrek, Santa Clause, Finding Nemo, etc.

Wynsong Statistics Cont.Wynsong Statistics Cont.

• 12 and Under = 38%– 228-304 people weekdays– 760-1140 people weekends

• 13 to 64 = 54%– 324-432 people weekdays– 1080-1620 people weekends

• 65 and up = 8%– 48-64 people weekdays– 160-240 people weekends

Decision Making ProcessDecision Making Process

• Problem– People need entertainment, including movies.– There is a lack of entertainment options in

Billings, specifically in the Heights.– Location

• Only current movie theaters are located in Billings on the West End.

• No Heights location.

• Information– Word of mouth– Yellow pages (movies section)– Newspaper (movie listings)– Flyers around MSU Billings and Rocky

Campus– Radio and TV advertising

Decision Making ProcessDecision Making Process

• Alternatives– Stay at home (and watch a movie)– Other entertainment options (sporting events,

amusement parks – Geyser Park, shopping, bars, etc.

– Other theatres (Carmike cinemas and Drive – in)

Decision Making ProcessDecision Making Process

• Why Us?– Comfort – Reclining seats and dual arm rests– Cleanliness– Customer Service – table with servers on

balcony

Decision Making ProcessDecision Making Process

• Evaluation– We offer a MUCH more comfortable, cleaner, and

better customer oriented environment than other theaters in town

– Our theater is new and fun – it has a balcony which offers a new experience compared to the other movie theaters in town

– Location – we conveniently serve entertainment needs for people of the Heights specifically, and then the surrounding area based on location

Decision Making ProcessDecision Making Process

Means – End ChainMeans – End Chain

• Product– Movie Theater in the Heights– High Definition, big screen, cinematic

adventures

Means – End Chain Cont.Means – End Chain Cont.

• Attributes– Comfortable Seats

• Dual Arm Rests• Reclining position

– Balcony• New experience (servers at the tables)• Social aspect

– Cleanliness– Location (Heights)

Means – End Chain Cont.Means – End Chain Cont.

• Physical Consequences– Comfortable– New aspect to the movie theater experience– Theater is viewed as clean – Heights people have a movie theater that is

more convenient

Means – End Chain Cont.Means – End Chain Cont.

• Psychological Consequences– People feel at home– Can watch movies and also socialize, don’t

feel like they are missing out on anything– Little worries about germs– FUN!! The Heights can be cool!

Means – End Chain Cont.Means – End Chain Cont.

• Values– “Home away from home”– “Good first date”– “Watch the movie, not the sticky floors”– “Entertainment in the Heights”

Perceptual MapPerceptual Map

PlacePlace

• Strategy– Direct sales strategy

• Quick moving lines• Good customer service• Concessions are tasty

– Web Site

PlacePlace

• Objectives:

Brand PositioningBrand Positioning

“CMV Theaters is a clean, comfortable, and most importantly convenient entertainment option for the Heights”

PricePrice

• Objectives:– Meet Competition

• Average Adult Ticket ($5.17) • Our Price: $7.50 (Avoid a price war – Status Quo

Pricing)• Oligopoly• DON’T rock the boat

PromotionPromotion

• Objective– To inform and persuade potential movie go-

ers– New in the market entering a mature market

PromotionPromotion

• Attention (New theater entering a mature market)– Yellow Pages– Newspaper– Flyers (MSU Campus, Rocky Campus, etc.)– Radio– Create Brand Awareness (Sporting events,

float in parade, promotion car, billboard, etc.)

PromotionPromotion

• Interest– Yellow Pages– Newspaper– Flyers (MSU Campus, Rocky Campus, etc.)– Radio– Punch Card (Watch 10 movies, get one ticket

free)

PromotionPromotion

• Desire– Comfort– Customer Service– Alcohol

PromotionPromotion

• Action– Punch Card– Advertising– Web Site

CitationsCitations

• U.S. Census Bureau• Motion Picture Association of America• Interview: Wynsong Manager• Sony (Blu-ray• PR News Today (Pirates Survey)• Wikipedia Encyclopedia• The City of Billings Online’• CNN Money