Movio has announced that its new Audience Insights tool launches globally next week. The company believes it could revolutionize how cinemas engage with their customers by predicting the most likely audience for each film. A world-first, cinema-centric tool, it draws on past audience behavioral data, helping cinema marketers connect moviegoers with the films most suited to them. They can then work out how best to incentivize attendance.
Using Movio’s proprietary Propensity Algorithm, the product allows film marketers to determine the likelihood a moviegoer will see a particular movie, on average predicting the 10-15 percent from that audience who will most likely attend. Marketers can then focus efforts on creating personalized, relevant communications, matching messaging and incentives.
Movio customers have already seen success from its trials, with one cinema confirming 14 percent of people who were identified as the likely moviegoers made up half (50 percent) of its opening weekend admissions to the Marvel hit, Black Panther. Furthermore, the most likely moviegoer was six times more likely to see Black Panther than the total movie-going audience.
Steve Mathwig, loyalty program manager for Marcus Theatres says, "Audience Insights is a powerful tool that gives us a data driven view of our membership. The propensity modeling that it uses takes the guesswork out of who is most likely to see a particular film. It has become a major part of our campaign development strategy."
Will Palmer, chief executive and co-founder of Movio says, “We’ve worked with cinema marketers for the past seven years to develop this product. It is a revolutionary step towards not only increasing audience numbers but also building customer loyalty. On-demand streaming services offer viewers relevant content based on their viewing habits, and cinema marketers are under pressure to do the same. So imagine knowing which movie everyone in your database is likely to watch next and how likely they are to see it; that makes marketing incredibly simple.”