The term, Unique Selling Proposition, is used in Branding and Marketing to describe the one thing that sets your service or product apart from your competition and differentiate your business. Cinemas need to find their USP. We witness this all of the time, and here are two recent examples:
Starbucks keeps evolving, improving, and (most importantly) engaging their customers. The latest USP from the java giant is the Reserve Store. The first Reserve recently opened at Starbuck's headquarters in Seattle - which is the precursor of 1,000 Reserve Stores that are planned throughout the U.S. and other countries.
|On premises bakery|
|Starbucks Reserve Store is massive|
The point of all this is that Starbucks doesn't rest on it past success - in fact, the Reserve Store will be the fifth addition to their evolving customer-centric business model. An addition to its regular cafes, their Reserve Roasteries, Reserve Bars, and Express retail stores - Reserve Stores combine all five concepts into a single location - as all things Starbucks.
These are two examples of companies that are evolving and pushing the envelope in their respective markets. Cinemas need to do the same and institute a dose of disruption into their operations.