CMV Theatres
By Cody Sutton
Mitch Macrow
Vanessa Furuli
CMV Theatre Mission Statement
• To Provide the Billings Heights and the
surrounding area with new means of
entertainment in an exciting, clean,
positive atmosphere.
Strengths
• Customer Service
– Comfort
– Cleanliness
– Served at tables
Weaknesses
• Costs
– Lack of experience (new business)
– Entering a mature market
– Ways of absorbing some costs
• Location
Opportunities
• Population of Billings, MT
– Rapidly Growing
• 2000 census: 89,847
• 2006 census: 101,182 (up 10.9%/ 11,281)
– Largest metropolitan area in MT
– Families
• 2000 census: 61.67% of Billings population are
families
Opportunities Cont.
• Target Heights Population
– 2005: 21,237 people in the Heights area
– 2025 Projection: 28,692
Opportunities Cont.
Market Share for Yellowstone
County
– 15.88%
– 21,237(population of Heights)
133,762(population of Yellowstone
County)
Heights
Rest of
Yellostone
County
Opportunities Cont.
Market Share for Billings, MT
– 21.99%
– 21,237(population of Heights)
101,182(population of Billings)
Heights
Rest of Billings
Opportunities Cont.
Citizen Survey
• 88% of residents state that there are not
adequate entertainment or restaurant
options in the heights
• Citizen survey on economic development:
– 160 people surveyed
– 140 said they strongly or at least moderately
disagree that there are adequate
entertainment options in the Heights
Threats
• Other Cinemas
– Carmike theatres
– Amusement Park Drive-In
• Other Entertainment Options
– Bowling, Zoo, Geyser Park, Metrapark events,
Stay at home fun (including renting movies),
the mall, sporting events, etc.
Objectives
• Offer entertainment for people of the
Billing’s Heights and surrounding area
• Control 20% of the movie theatre market
in Billings, MT (1 out 5 movie theatres)
• Strive to have the most comfortable
theatre in town
Why go to the Theater?
• Audience can watch movie in privacy of
their own home
•
•
•
•
DVD
Plasma TVs
Home Projectors
New introduction of Blu-ray
• Survey by Movie Advisory Board and
Nielson Entertainment
– 1700 moviegoers who saw Pirates of the
Caribbean: Dead Man’s Chest
Survey
- If the DVD of "Pirates of the Caribbean: Dead Man's
Chest" were available for sale (for between $19.99 and
$24.99) or rental (at your usual rental fee) on the SAME
DAY it premiered in the theatres (last Friday 7/7/06),
would you have:
- A. Bought the Pirates DVD and not seen it in the
theater
- B. Rented the Pirates DVD and not seen it in the
theater
- C. Still seen Pirates in the theater
- D. Still seen Pirates in the theater and also bought the
DVD
- E. Still seen Pirates in the theater and also rented the
DVD
Results
4%
7%
Bought the Pirates DVD
and not seen the movie in
theaters
4%
Rented the Pirates DVD
and not seen in theaters
Still seen Pirates in the
theatres
47%
38%
Still seen Pirates in the
theatres and also bought
the DVD
Still seen Pirates in the
theatres and also rented
the DVD
Our Audience
• Education Resource Information Center
– Motion pictures account for 53% of the total
U.S. spectator amusement expenditures.
– Sex: Males were found to hold a more
favorable attitude toward movies and attend
them more than women.
– Age: Statistics ahead.
Audience Analysis
• Motion Picture Association of Worldwide
Market Research
– Annual Study
– 2005 Statistics
– U.S. Population
United States
Who Attends?
• US
– Young moviegoers continue to represent most
of the movie-going audience.
• 12-29 years of age = nearly half of annual theatre
admissions
• Billings
• Ages 10-29 = 27.6% of Billings Population
– 25,625 people
• Ages 10-29 = 28.7% of Heights Population
– 6,707 people
Wynsong Statistics
• Manager of Wynsong in Billings
– Average $2.90 per person that enters the
theatre on concessions.
– Average week day brings in 600-800 people.
– Average weekend brings in 2,000-3,000
people.
– Primary audience is interested in family
movies. (G and PG) Ex. Shrek, Santa Clause,
Finding Nemo, etc.
Wynsong Statistics Cont.
• 12 and Under = 38%
– 228-304 people weekdays
– 760-1140 people weekends
• 13 to 64 = 54%
– 324-432 people weekdays
– 1080-1620 people weekends
• 65 and up = 8%
– 48-64 people weekdays
– 160-240 people weekends
Decision Making Process
• Problem
– People need entertainment, including movies.
– There is a lack of entertainment options in
Billings, specifically in the Heights.
– Location
• Only current movie theaters are located in Billings
on the West End.
• No Heights location.
Decision Making Process
• Information
– Word of mouth
– Yellow pages (movies section)
– Newspaper (movie listings)
– Flyers around MSU Billings and Rocky
Campus
– Radio and TV advertising
Decision Making Process
• Alternatives
– Stay at home (and watch a movie)
– Other entertainment options (sporting events,
amusement parks – Geyser Park, shopping,
bars, etc.
– Other theatres (Carmike cinemas and Drive –
in)
Decision Making Process
• Why Us?
– Comfort – Reclining seats and dual arm rests
– Cleanliness
– Customer Service – table with servers on
balcony
Decision Making Process
• Evaluation
– We offer a MUCH more comfortable, cleaner, and
better customer oriented environment than other
theaters in town
– Our theater is new and fun – it has a balcony which
offers a new experience compared to the other movie
theaters in town
– Location – we conveniently serve entertainment
needs for people of the Heights specifically, and then
the surrounding area based on location
Means – End Chain
• Product
– Movie Theater in the Heights
– High Definition, big screen, cinematic
adventures
Means – End Chain Cont.
• Attributes
– Comfortable Seats
• Dual Arm Rests
• Reclining position
– Balcony
• New experience (servers at the tables)
• Social aspect
– Cleanliness
– Location (Heights)
Means – End Chain Cont.
• Physical Consequences
– Comfortable
– New aspect to the movie theater experience
– Theater is viewed as clean
– Heights people have a movie theater that is
more convenient
Means – End Chain Cont.
• Psychological Consequences
– People feel at home
– Can watch movies and also socialize, don’t
feel like they are missing out on anything
– Little worries about germs
– FUN!! The Heights can be cool!
Means – End Chain Cont.
• Values
– “Home away from home”
– “Good first date”
– “Watch the movie, not the sticky floors”
– “Entertainment in the Heights”
Perceptual Map
Place
• Strategy
– Direct sales strategy
• Quick moving lines
• Good customer service
• Concessions are tasty
– Web Site
Place
• Objectives:
Brand Positioning
“CMV Theaters is a clean, comfortable, and
most importantly convenient entertainment
option for the Heights”
Price
• Objectives:
– Meet Competition
• Average Adult Ticket ($5.17)
• Our Price: $7.50 (Avoid a price war – Status Quo
Pricing)
• Oligopoly
• DON’T rock the boat
Promotion
• Objective
– To inform and persuade potential movie goers
– New in the market entering a mature market
Promotion
• Attention (New theater entering a mature
market)
– Yellow Pages
– Newspaper
– Flyers (MSU Campus, Rocky Campus, etc.)
– Radio
– Create Brand Awareness (Sporting events,
float in parade, promotion car, billboard, etc.)
Promotion
• Interest
– Yellow Pages
– Newspaper
– Flyers (MSU Campus, Rocky Campus, etc.)
– Radio
– Punch Card (Watch 10 movies, get one ticket
free)
Promotion
• Desire
– Comfort
– Customer Service
– Alcohol
Promotion
• Action
– Punch Card
– Advertising
– Web Site
Citations
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U.S. Census Bureau
Motion Picture Association of America
Interview: Wynsong Manager
Sony (Blu-ray
PR News Today (Pirates Survey)
Wikipedia Encyclopedia
The City of Billings Online’
CNN Money