In recent years, theatre attendance has been threatened by the rise of movie-streaming services like Netflix. So, as part of a larger business diversification strategy, Cineplex has been focusing on the pre-, during, and post-show experience.

Concession sales have, for the most part, been driven by trailers in theatre. But the idea was to get customers thinking about concessions earlier, before they even sit down in their seats. Targeting those who had already purchased a ticket, the brand and Conversion emailed movie-goers one to two hours before each show. No special deals were offered, just a reminder to grab food or swag when they arrive, while VIP purchasers were invited to visit the lounge.

With a budget of $30,000, the Bronze ROI-winning campaign tracked a 6.2% increase in concessions spend versus the target of 3% – which meant the program paid for itself within two weeks and confirmed the brand’s hunch that customers don’t always need special offers to convert.