Recency frequency monetary modeling is a proven marketing model for behavior-based customer segmentation. By helping marketers analyze and action their customers’ behavior, it drives the strategy that sits behind successful marketing campaigns. But how does a cinema circuit apply the RFM model to post-COVID closures? In October 2021 Showtime launched our new Customer Analytics product at the UK Cinema Association Conference in London. There we presented a case study of how we applied the recency frequency monetary model to the Irish cinema chain [email protected] to help them bring audiences back to their cinemas for Universal Pictures release of the James Bond blockbuster No Time to Die.
Leading British independent exhibitor Reel Cinemas, which operates 15 multiplex sites with 78 screens across the United Kingdom, has retained Showtime Analytics to provide it with an operational data platform and customer communication. Reel Cinemas just entered its 21st year in business. With continued expansion plans underway, the company launched two sites during the pandemic.
Omniplex Cinemas, Ireland’s largest cinema chain, has signed an agreement with Showtime Analytics to provide it with customer analytics and communication for its 33 theatres. Spanning two markets, Omniplex Cinemas has theatres in most major cities and towns in Ireland and Northern Ireland.