Course ProjectSabrina DAHMANE

Stephen EMARINAntoine KRAUZE

Joffrey MEYER

Company : UltraStar Cinema

Name of the company: UltraStar University Village Riverside

Localization: 1201 University Avenue - Riverside, California 92507

Status: Private company

Number of UltraStar theatres: 15 cinemas (California + Arizona)

UltraStar Cinemas is a movie chain with theatres in California and Arizona

It is the first movie chain to have all pure digital movies showings in every theater

In 2009, the UltraStar theatre in Surprise, Arizona with its 22 D-BOX Motion Controlled seats was among the first to present motion-enhanced theatrical films

Only stressed on the Riverside UltraStar theatre in the University Village

Located right in the centre of all the student residences such as the IV or the University Village Towers Student Apartments

The breadth of its strategic domain concerns Riverside, especially UC Riverside. To be more precise, this represents a perimeter of about 2 miles

Attract new customers

Establish customer loyalty for the new and the previous customers

Make them discover and buy derivatives such as food or posters

• Communication • Collaboration • Education • Entertainment

No real communication to customers

Everything has to be done

Effectiveness measured by followers and subscribers

The most effective tool will be Facebook

Creation of a team specialized in social media

Communication with co-workers thanks to an intranet

Effective internal communication to avoid mistakes

Less important pillar in our case

The expertise can’t be shared

Most important pillar in our case !

Use it well because it is our strength

The customers expect to have fun

Articulate our strategy around it

Audience

Concept

Competition

Execution

Social Media

Sales viability

Step 1: Identify the global audience◦ Market: Everyone between 5YO to 99YO◦ Audience: Due to localization, students between

18 YO and 25YO

Step 2: look further into your audience◦ Different groups of students different types of

movies!!!

Different groups imply different:

◦ Attitudes◦ Values◦ Beliefs◦ Needs◦ Preferences

Some example of groups and what they imply:

◦ Jocks: Action movies, thrillers Like to be with other dudes Like to eat during movies

◦ Girls: Chick flicks, romance, comedy, animated movies Like to be with other girls

Some example of groups and what they imply:

◦ Geeks: Sci-fi, horror movies Like to eat popcorn and drink sodas

◦ Skaters: Comedy, real life comedies (like Jackass) Like to eat

Need to make some surveys to know more about the audience to adapt the offer◦ What they like to eat◦ Special prices or coupons for groups◦ Advertise on buying tickets online to reduce waiting time

Very large audience difficulties to choose one concept only

Don’t forget the other persons such as families or couples

Need to adapt!

No special concept because of the large audience

Be as large as possible to touch every archetypes

◦ Create contests to win special prizes such as photo contests or video contests about your favorite movie

◦ Promote the sweets and candy shop inside the theatre

No other theatres around implies no direct competition

Indirect competition: Illegal movie downloading

Social Media Presence Goals:

o Specifico Measurableo Attainableo Relevanto Time Boundo Evaluate

Increase unique visitors to the website

Increase blog/newsletter subscriptions

Increase facebook fans by X members

Increase Twitter mentions

Increase interactions on FB page

To increase notoriety

To keep consumers in touch with every news.

Create a close relationship with consumers

To share directly with the consumers the promotions

To promote movies

To be the platform to all the other websites (Youtube Channel/Twitter/...)

For every updates and news (share informations about movies)

To stay more closer of the consumers

To share links to Facebook, Youtube, and official website

Allow to answer to the consumer questions and concerns quickly

Create a channel to share :

videos, trailers,

programs,

events,

To illustrate the informations on Facebook or Twitter and share links on these websites.

Once the audience is satisfied, they will tell their friends to come back

More people means more chance to sell food or posters

Viability is ensured by:

◦ the discounts and coupons

◦ the fact that it is the only theatre around (auto-viability) if we care about and listen to the advises and comments of customers!

Thank you for your attention. If you have any question, please ask!