Cinemark USA, Inc., also known as Cinemark Theaters, is a US-based cinema theater chain founded in 1984 in Plano, Texas. In 2016, its revenue amounted to $4.6 billion, making Cinemark Theaters the most successful cinema theater in the US. The three main revenue streams are ticket sales, food, drink, and merchandising sales, and advertising revenue – both on-screen and brochures. Overall, the movie chain has good rankings on websites such as Yelp!; yet, there are always customers who are not quite satisfied with the services. The most common complaint was regarding the unfriendly staff: customers were unhappy about how they were treated at the movie theater (Yelp, 2020). Another frequently seen complaint is about the scarcity of the menu and a narrow choice of beverages.
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It is possible to overcome customers’ objections with well-chosen sales strategies. Firstly, Cinemark Theaters might want to train their staff to be more responsive to customers. Friendliness and a welcoming attitude can go a long way when it comes to offering extra items (food, drinks, and merchandise) and making sales. Secondly, the menu can be transformed to include affordable, attractive combos with colorful illustrations for visual stimulation.
Social media marketing is another powerful tool for bonding with the customer. One strategy to consider would be to make selection posts relevant to events in the cinematography. For instance, while waiting for a new movie to hit the screens, readers might be interested in reminiscing the leading actor or actress’ previous works. Another workable strategy is constant communication with customers so that not a single complaint is left unattended. When it comes to reputation, silence is often interpreted as agreement, which any business would like to avoid.
Yelp. (2020). Cinemark. Web.