MOVIO, a market research company, specializing in the cinema industry recently conducted a study involving over 28,000 moviegoers. The study tested the different impacts that a $1, $2, and $4 discount on large-sized popcorn had on overall purchases.
The study found that a $2 discount was optimal and increased the overall amount spent per moviegoer with more items purchased.
The $2 discounted popcorn produced a 44% increase in spend-per-admit and had a positive influence on visitation.
Overall, the study found that:
- Discounted concession increases the overall spend rate and visitation rates of moviegoers.
- Motivate moviegoers who normally do not buy concessions, to take advantage of the discount.
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