What is Cinemark Theatres?
What: Based in Plano, TX, Cinemark Theatres has grown from a small chain to be the third-largest movie theater chain in North America, with a presence in several countries across the globe.
(It is likely that you have seen or passed by a Cinemark theater, even if you haven't watched a movie inside one.)
How: Cinemark's mission statement is to provide unsurpassed safety, respect, care and concern for employees and customers.
Why: The reason for Cinemark's mission statement is their stated, number 1 goal: "Total and complete customer satisfaction."
They want to be known as the best, and have been working towards that by treating people well. It seems like a pretty smart idea.
Target Audience: Cinemark's primary audience is made up of teenagers and young adults who are likely in school or recent graduates. This group is generally able to afford watching movies semi-regularly, often hangs out with groups of friends at the theater, and enjoys midnight releases and other special events.
-> Cinemark does have a secondary audience of parents who will bring their children to movies and enjoy a family-friendly environment. This group often looks for discounts on multiple tickets as well as coupons for buying large snacks to share, to make a family outing more affordable.
Cinemark has an app?
Yes, Cinemark has a mobile app, and you can do a couple things on it.
- Find movie theater locations, and favorite them for easy access
- See which movies are playing, and their showtime at individual theaters
- Read reviews, ratings, synopses and watch trailers
- Edit your Cinemark account
- View your past purchases and gift cards
- Use CineMode to dim your screen and earn coupons
Calls to Action (in the app)
- Buy movie tickets
- Be courteous to fellow movie viewers
- Earn rewards
- Return to Cinemark so you can use your coupons
Calls to Action (for the app)
- The app is featured next to social media icons on the website
- A spot runs before movies, telling viewers to use CineMode during the movie
Is the app even needed?
So, sometimes mobile apps seem redundant when they offer the exact same product as a website. The thing is, Cinemark's website is not particularly mobile friendly.
It's not "unfriendly," but everything is the same as on a computer, so all the images and options are tiny and you have to zoom to read anything.
Beyond the convenience of being able to read content, the Cinemark app's main feature is the CineMode, which is probably the driving factor in the app's usage.
Do people like the App?
1. I talked to a Cinemark employee who said she has the app, but rarely uses it.
Because she spend so much time with the food in the concession stand, she doesn't have a strong desire to eat that food in her free time and doesn't feel a need to use CineMode.
However, she does recommend it for movie lovers who like to buy food each time they visit.
2. Myself, I might go to Cinemark a couple times a year.
While I love the idea of earning rewards and saving money, I end up not returning to Cinemark soon enough to use the coupons I earn.
For that reason, when I run out of space on my phone, the Cinemark app is on my list of expendables
3. One of my good friends is an avid movie lover, even more than I am.
She sees every movie coming out, whether good or bad, and almost always watches them at Cinemark.
She loves using the app and CineMode, and seems to always have a reward to redeem when she goes to see a movie.
Recommendations
1. I would recommend that CineMode offer discounts on future ticket prices, instead of just food coupons. That is something I would absolutely take advantage of!
I love seeing movies but my preferred movie theater [Alamo Drafthouse] is a bit on the pricey side, so if I can see the same movie at Cinemark for even less money than usual, I would be more likely to spend my dollars at Cinemark.
2. I would also say that CineMark put a link to a download page for the app in their social media description or "about" sections, next to the link to their website.
That way, people using their phones to look at Cinemark's social media pages can have an easier line of access to the app (rather than going to the website and having to zoom and look for the download buttons).
Mini Content Plan
This is the exciting stuff.
This is suggested content that Cinemark could use on their Facebook, Twitter and Instagram accounts to promote their app and CineMode.
*I created these images using Canva, my brain, and a lot more time than necessary, thanks to a computer crash.
Sunday
2:00 p.m. - Facebook, New Profile Image
4:30 p.m. - Instagram
 |
| Use our app to fade out distractions and better enjoy your movie. Start earning rewards with #CineMode today! |
Monday
1:30 p.m. - Twitter
|
| Fade out distractions so you can focus on your movie with #CineMode. Download the app today! |
3:00 p.m. - Facebook
|
| Use the #CineMode within our mobile app to fade out distractions and better focus on your movie. Download the app and start earning rewards today! |
Tuesday
2:15 p.m. - Twitter
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| Here are some easy reasons why you should download our app and use #CineMode in our theaters! |
3:00 p.m. - Facebook, New Cover Image
Wednesday
2:00 p.m. - Facebook
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| Why should you use our Cinemark app? This infographic explains all. Download the app today! #CineMode |
5:00 p.m. - Instagram
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| This image explains why you should use our Cinemark app. Download the app and start earning discounts with #CineMode today! |
Thursday
2:30 p.m. - Twitter
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| Have you been using our app's convenient features like checking gift cards and #CineMode? Try them out today! |
Friday
12:00 p.m - Instagram
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| There are several convenient features on our app, including movie reviews and trailers, and a showcase of your #CineMode rewards. Try it out for yourself! |
1:30 p.m. - Facebook
 |
| There are several convenient features on our app, including movie trailers and ratings, an easy way to check your gift card balances, and a showcase of your #CineMode rewards. Download the app and try it out for yourself! |
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