€0.02. That is the going rate for one of these little tubs.
3 Kids Cinema Tickets €34.80
Monthly cinema pass €14.99
Snacks and drinks for 4: €30.50
Total cost of trip to our local Omniplex Cinema Group: €80.98
Ask for a little plastic tub to portion out some m&ms for our 6yo who has Type 1 Diabetes, so that she can feel like she is having a “normal” cinema experience.
“No, I can’t do that, they are stock”
“You’re kidding right? It’s little plastic tub”
Same response from the cinema’s manager. Turns out they have to count them every night and would be charged the value of the full tub (€4.50) as stock loss.
I can only assume that, faced with ailing revenue lines, the business has gone into full-blown cost counting mode. And in this mode, no member of staff is to be trusted. ‘Surely the reason we’re not making money is that the staff are giving their mates free popcorn. They’re all at it, right?’
Erm no, your problem is that your Value Proposition stinks:
a. Going to the cinema doesn’t feel like a treat
b. Streaming is drinking your milkshake
c. Great feature films are thin on the ground atm
There were c.250 seats in our screen and 20 people. On. A. Saturday. Evening. Two days after the film was released.
But here’s the rub: you won’t climb out of this by providing crappy experiences to your customers.
You will only alienate them further.
For the sake of €0.02 and trusting people, you lose yourself a customer. So what does that cost in lifetime value? A conservative “one visit a month” would be €1,000 per annum.
P.S.: manager half-saved the situation by providing a tea cup from the staff room
P.P.S.: IF (Dir. John Krasinski) scored an aggregate 8/10 from our group. Great visuals, OK story, not enough laughs.
#type1diabetes #t1d #cinema #customerexperience
