CHANGING THE 'SCRIPT'

Why do people congregate at Apple stores and shy away from Sony stores?

The difference is that Apple has created a store where shoppers can play and interact with all of Apple's products for however long they wish. In contract, at Sony stores the products are locked behind glass doors in a "look but don't touch" display.  Additionally, Apple stores are large and uncluttered, totally the opposite of the big box retailers, such as Best Buy.

Typical Apple Store Layout

In marketing lingo, Apple "changed the script" of electronic shopping and in so doing turned their retail stores into a multi-billion dollar business unrelated to what Apple does - the manufacture of high tech products.

A script is a set of shared rules that govern how we act.  Scripts are unwritten and unspoken, yet greatly influence our day-to-day behaviors. So, in the mundane routines of our lives, experiences that stand out are often those that change the existing script.

This redefinition of our behavior is exactly what is needed at cinemas: a re-scripting of how a typical cinema interacts with its customers.

Coke's New 100 Flavor Self-Servers

When consulting on re-scripting a cinema I key in on the elements from a moviegoers perspective.  For example, I am a big proponent of cinemas' concession being self-serve.  That would include popcorn, soda, candy, and peripheral items like hot dogs and pretzels.  Popcorn and soda purchases should include free refills, no matter the size (which would be two: Large and Extra Large). You will find that most people will not refill and 99% won't steal from the self-serve racks. Any loss from pilferage is more than offset from the substantial savings in staff time/costs. 

Allowing customers to participate in their concession purchase has the effect of increasing sales and builds good relations - you "trust" your customers.  It's their cinema.

At Panera all drinks are self-serve & refillable

I receive a lot of resistance from cinema clients on adopting self-service but it works and consumers are embracing it as more and more fast food outlets - from Burger King to Panera Bread have instituted it.

Self-service is but one change cinemas should adopt in re-scripting themselves.