What's the Cinemark App About?

* This is written as a "Connect the App Challenge" project for my content development class at Texas Tech University (PR 3345)

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

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

Why should you use our Cinemark app? This infographic explains all. Download the app today! #CineMode

5:00 p.m. - Instagram

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

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

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!

Off to tweet this post to my professor,
The Purple Writer

I could be a smart phone photographer.

It seems pretty easy to take a good photograph these days.

Especially with the fancy cameras inside our smart phones and the convenient filters on sites like Instagram.


Although sometimes the ease of filters can make posting photos more difficult.

It can be such a struggle to choose between Valencia, X-Pro II, or just going with maxed-out Lux.

It turns out several people were curious about the most popular filters so Noisey created this breakdown showing several top musicians and which filters they use.

So now we know.

Thanks Noisey.

But what does it really take to be a good photographer, beyond filters? 

Here are some tips from Tonja Hagy, a professional photographer and the marketing manager for LHUCA:

• Nothing sells a product better than a good photograph

• A picture really is worth a thousand words
• Don't be lazy

My photo, with a little bit of depth

• Set the scene and be aware of your fore-, mid-, and background

• Keep your photo simple
• Show depth in your photos
• Shoot from a low angle to bring the foreground closer to you
• Align your subject diagonally to add movement and energy, and to provide natural lines for eyes to follow

• Show the subject

My photo: an uncluttered fountain!

• Don't lose your subject in its environment or clutter
• Show what the world looks like from your subject's point of view
• Zoom with your feet; auto-zooming will pixelate the photo and emphasize any shakiness
• Either line up every element precisely or don't try to shoot a symmetrical photograph

My photo: lots of texture/patterns

• Set the mood with extra details

• Capture textures and shadows to get the best out of your subject
• Use repetitive patterns to create interest
• Use negative space (but not blank space) as an element
• Be sure that what you include reinforces your photograph

My photo: I lost the ground

• Be prepared

• Invest in small gadgets like tripods and lenses 
• Keep your phone charged and always carry an extra mobile battery
• Avoid taking pictures on sunny afternoons as most smart phones can't handle bright lights and will lose the details and textures

Most photography techniques can be easily translated into taking photos with your smart phone. 

There is always be more to learn, but as with most things, the best way to figure out how to take the best pictures is to go out and experiment.

There are also lots of resources on the internet giving advice and tips. One example is this blog which focuses solely on learning how to take the best pictures with smart phones. You can also go on YouTube and find lots of videos with photography tips.

With all these resources, your well-equipped smart phone, and a desire to document the world around you, there is no reason why you shouldn't become a fantastic smart phone photographer!

Heading out to experiment with photography,
The Purple Writer

Who is Ant-Man?

I'm going to see the Ant-Man movie tonight at the midnight 10:30 release tonight, and I'm pretty excited. 

Why am I excited? Well, I love comics (both Marvel and DC and indie), I love movies, and I've been loving the recent (and epic) Marvel movies. 

Also, Ant-Man is a pretty cool character; he's like the Marvel version of Atom, who you may know from the Arrow and The Flash shows on CW, if not from the DCcomics. 

They're both smart guys who use cool suits to change size and be awesome.

(image from Boxden)

But really, who is this guy, and why does he get an origin movie? 

Well, Ant-Man actually plays a pretty big role in the Marvel universe, being a founding member of The Avengers, creating Ultron, and appearing in numerous comics and storylines. 

Like most comic characters, the Ant-Man name/suit has been passed on through a few generations of heroes.

Ant-Man the first: 

Hank Pym is a genius with a bipolar disorder, who was chosen over all other geniuses and designated Earth's Scientist Supreme by the extra-dimensional being Eternity. He discovered Pym Particles which he could manipulate to alter the size of people and things, and began to fight evil alongside the other, original Avengers. As his mental condition kept changing, Pym changed sides and identities several times, so beyond Ant-Man, he was also Giant Man, Goliath, Yellowjacket, and the male Wasp (to honor his ex-wife who was the first Wasp).

Ant-Man the second:

Scott Lang was an electrical engineer who turned to burglary to support  his family. He stole Pym's suit to rescue a doctor who could help with his daughter's fatal heart condition. After saving his daughter's life, Lang was willing to turn in the suit and return to jail, but Pym let him keep the suit if he fought for good. During his career as a hero, Lang helped the Avengers, worked for the Fantastic Four when Mister Fantastic was believed dead, joined the Heroes for Hire team, and then eventually rejoined the Avengers.

Ant-Man the third:

The current Ant-Man in comics first appeared in 2006 and will probably be ignored in the Marvel movie universe. Eric O'Grady is a S.H.I.E.L.D. agent who was selected to test a prototype Ant-Man suit that Pym was developing, but ended up stealing it from the base and using it for his own purposes. Steve Rogers chose to add him to the team of Avengers, hoping to redeem the world's most unlikable super hero. 

The cool thing about this movie is that it will establish a consistent version of Ant-Man who will exist in the rest of the movies, and that should be much easier for the public to understand. The movie will include an older Dr. Pym who helps Scott Lang obtain the suit. Beyond that, it will be interesting to see what changes and what stays true to the [confusing] comics.

Obviously, some more interesting aspects of Ant-Man will need to be left behind, such as creating Ultron (as Ultron already exists in the Marvel movie universe).

Critics have been saying lots of good things, and Ant-Man has a 78% rating on Rotten Tomatoes (while Jurassic World is at 71%). 

Brandon Davis, over at ComicBookDotCom, says the movie "stands on its own two exoskeleton feet as one of Marvel's most unique films to date." 

So... a guy in a size-changing suit who fights evil and talks to ants. What's not to love?

(Like, you really should buy a ticket and see it today. You may regret ignoring this advice.)

Off to watch Ant-Man,

The Purple Writer