Revealing Consumer Insights From Visitors and Non-visitors To Drive Attendance

Presenter: Caroline Borgudd, Swedish Museum of Natural History, Cosmonova

From in-depth interviews, learn what drives current visitors to the giant screen experience and what the barriers are for non-visitors. Gain fresh and surprising insights about what the biggest competitors to out-of-home entertainment have in common with the GS experience. These insights will help you reengage with audiences and invite new target groups to find meaning from the giant screen experience and provide encouragement for anyone trying to make the GS experience more broadly relevant.

How Data Analytics Contributes to Programming and Marketing Decision-Making

Presenter: Chris Hurtubise, Marketing Consultant & COSI Team Member

Now more than ever, it will be critical for marketing and theater managers to use data to not only make smart programming and marketing decisions but to also work with restricted resources, high expectations, and a whole different set of variables due to the “new normal.” Most recently, pre-COVID, Ms. Hurtubise was tasked with providing marketing analytics for executive staff at the Center of Science & Industry (COSI) in Columbus, Ohio. In this session she will share how she used data in her 15+ years of working with COSI’s giant screen theater.

Community Development During Shutdown

Presenter: Lea Silver, IMAX Victoria, Royal British Columbia Museum, Canada

During their shutdown IMAX Victoria produced behind-the-scenes interviews with giant screen industry leaders, directed at the 20,000 IMAX® Victoria Annual Passholders. Learn how they used data to determine where creative resources would be allocated during the theatre closure, how the program performed, and how passholder membership attendance has performed since reopening. How can online engagement efforts be used to safeguard consumer loyalty, reinforce giant screen differentiation, and contribute to organizational sustainability?

This session was presented at the GSCA 2020 Virtual Conference.