Film-Tech Forum ARCHIVE: Marketing New Concession

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Posted by Gary Davidson (Member # 2198) on 01-31-2004, 11:22 AM:

Hello, I’d like to introduce myself. My name is Gary Davidson and I work for a company in Los Angeles that is developing a new (top secret) concession idea for theaters across the country, and around the world. I have a general marketing question:

Through research I’ve discovered that the theatrical exhibition business is very fragmented. For example, over half of the 6000 or so theaters in the U.S. are run by companies with 10 sites or less, many of them with only one. So in marketing our new product what is the best way to reach all these potential buyers? ShoWest? Sell regionally with a sales force? Advertising?

Thanks!

Gary Davidson

Posted by Robert E. Allen (Member # 1351) on 01-31-2004, 03:53 PM:

Almost everyone reads Boxoffice Magazine. I don't know how many of the corporate big boys attend ShoWest and similar venues but that would also be a good idea. You might try direct contact with the biggies. There aren't that many of them and they seem to be becoming fewer as one gobbles up another.

As far as the single screen and small circuit operators go that's a toughie. Many don't belong but you might try National Theatre Owners Association and United Drive-in Theatre Owners Association. They both have websites.

Posted by Gary Davidson (Member # 2198) on 01-31-2004, 04:06 PM:

Thanks, Bob. I will follow up on your advice.

Gary davidson

Posted by Scott Norwood (Member # 30) on 01-31-2004, 04:19 PM:

If this product isn't specific to theatres, check out the National Association of Concessionaires. I don't know much about them, but they have an annual trade show that is covered in Boxoffice.

For what it's worth, I would worry about selling to the big exhibitors before I spent much time with independents. The single-screen independent houses which I have been involved with all sell relatively limited concession products (mostly popcorn, soda, candy, bottled watter, coffee, maybe a few other items) and probably aren't as interested/able to expand their menu as the gigaplexes with their $100k concession stands.

Posted by Gary Davidson (Member # 2198) on 01-31-2004, 07:20 PM:

Thanks, Scott.

Gary Davidson

Posted by Jason Black (Member # 684) on 01-31-2004, 07:26 PM:

Gary,

It would help for you to not have your email account blocked. I would have offered to send you our Concession VP's contact infomation. Seeing that your email address is blocked, I won't.

[Frown]

Posted by Gary Davidson (Member # 2198) on 01-31-2004, 07:38 PM:

Jason,

My bad. I was so anxious to sign onto this forum I neglected to click a few of the right buttons. I've gone back and corrected my profile.

Posted by Adam Fraser (Member # 1074) on 01-31-2004, 10:17 PM:

Most independents deal with local and regional concession suppliers (warehouses) it may be a good idea to get to know a few of them. Also direct mailing to individual theatres may work, just keep it so it doesn't look like junk mail.

Posted by Gary Davidson (Member # 2198) on 02-01-2004, 12:36 AM:

Thanks, Adam. Good suggestion.

Posted by Lance C. McFetridge (Member # 95) on 02-01-2004, 06:30 AM:

Gary,
Is this "new (top secret) concession idea for theaters across the country" a consumable product? That may influence which direction you are led.
lance

Posted by Gary Davidson (Member # 2198) on 02-01-2004, 07:24 PM:

Lance, good point. Actually, no, it is not a consumable product. It sits in the lobby, but is not a consumable.

Posted by Steve Kraus (Member # 476) on 02-01-2004, 10:03 PM:

Is it Ian? I think he sits in the lobby but I'm not sure he's consumable.

Posted by Daryl C. W. O'Shea (Member # 1303) on 02-03-2004, 08:02 PM:

Nah, Ian sits in the office and plays on the internet, sometimes even gracing us with his presence in the Film-Tech chat room.