SPINELLI CINEMAS: Plymouth Theatre

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SPINELLI CINEMASPlymouth Theatre

• Marketing Plan created by Justin LItalien

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COMPANY ANALYSIS

• Locally owned and operated, Spinelli Cinemas was
  founded in 1987 as a subsidiary of Spinelli
  Companies. Since then it has expanded from one
  location (Strand Theater in Dover New Hampshire)
  to locations in Barrington, Dover, Plymouth and
  Rochester, New Hampshire
• Spinelli Cinemas is committed to offering
  moviegoers high quality presentation, in a clean
  and friendly environment
• Taken from www.spinellicinemas.com/companyinfo.h
  tml

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SWOT ANALYSIS

• Strengths
• Antique atmosphere, unique experience
• Great location, middle of college town
• Competition is thirty minutes away in each
  direction
• Efficient advertising efforts with limited
  resources
• Weaknesses
• Limited amount of movie prints available
• Very small marketing budget
• Booking agent works for other companies
• Not very big, only two theater rooms

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SWOT ANALYSIS

• Opportunities
• Collaboration with college organizations
• Cross promotions with local businesses
• Informative fliers around surrounding towns
• In theater giveaways
• Threats
• Customer disturbances
• Online movie downloading
• Transition to digital movies (newer technologies)
• Competition

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MARKET ANALYSIS

• Young adults and families make up their target
  market
• Different films bring in different crowds
• Good mix between males/females
• Always a need for enjoying a film on a big screen
  with comfortable seating
• Movie theater market has been decreasing slightly
  over the years
• Seasonal business, very strong sales during
  summer and holidays

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MARKET STRATEGIES

• Two major marketing objectives
• Specified target marketing
• Giving back to local community
• Product sells itself, people enjoy new films in
  comfortable environment
• Uses mostly older marketing strategies
• Newspaper advertisements
• Radio giveaways
• Phone recordings
• Renovated website
• Relies on strong word of mouth

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MARKETING MIX

• Product
• High quality movie experience
• Concessions to enjoy during films
• Price
• 8 per adult, 6 per child, 6 per senior
• Concessions range from 2.75 - 6.25
• Place
• Booking agent gives limited prints to Spinelli
• Distributed among four theaters
• Promotion
• Radio giveaways
• In-theater banners, posters, cardboard cutouts

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YEARLY FINANCES

• Benchmark of 550 customers a week
• Totals 28,000 customers a year
• 2006 totals fell short (roughly 27,000 customers)
  of benchmark.
• Theater typically brings in 175,000 in ticket
  sales and 100,000 in concessions each year
• Yearly profit stands around 60,000

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Recommendations

• Take advantage of new college students each year
  by marketing to them consistently
• Consider college discount by reducing pricing
  for college students to 6. Higher volume of
  people would result in increased profits
• Increase marketing budget by an additional 2

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Recommendations

• Become more involved with local community
  activities. Offer the theaters facility to local
  fundraisers, community parties, etc. Great PR and
  brand recognition will follow
• Look into hiring a different booking agent
• Prepare for future technologies by investing time
  into research. Digital movies are on the rise,
  dont be caught off guard

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Questionsor Comments?