The content inventory for Regal Cinemas is split between informative content and promotional material. Taking content inventory reveals a strong focus on showing what their brand has to offer including their Crown Club, RPX and IMAX theaters. From there the emphasis turns to promotion in regard to their theaters, as well as the movies that will be featured there. With how popular it is expected to be, I cannot imagine that it hurts to put an image of the stars of “Twilight: Breaking Dawn” next to your company name. Regal spares no expense in filling a number of site pages with coupons and discounts for concessions and an occasional movie ticket.The theater group has joined the social networking party by expanding to Facebook, Twitter and Youtube. Their Facebook page is mostly promotional content with coupons, news of their events and contests. They post approximately twice daily and usually link to new movie trailers or breaking news in the film industry. Their Twitter page is more user friendly. It is clear they use this outlet to not only mention the promotions and such, but also interact with fans and customers. For example, one of the most recent tweets has Regal responding to a customer who couldn’t get a question answered by calling her local Regal theater. With about five tweets daily, Twitter seems to be their go to social media tool for customer interaction. Regal also operates a Youtube page, though that is almost completely movie trailers.
Facebook and Twitter encompass many elements of social networking including micro-blogging. Those few sentence status updates or wall posts provide the information that could be otherwise expressed through a third party blog. In regard to full blog posts, like the one you’re reading, Regal Cinemas steers away from that outlet. Also, since the movies do a lot of the work to get people into the theaters, incentives are more important than listing a lot of written content.
Regal Entertainment Group is a large corporation dealing with entertainment. The fact that they have embraced social networking and use mostly short concise items on their website says that they are looking to draw in potential customers who are just passing through and keep those who have already discovered their brand. While people of all ages go to the movies, there are quite a few movies targeted for the teen demographic. With this in mind, Facebook and Twitter are a must. Overall Regal does well with managing their content to best represent their product, successful movie theaters.
Very well written Tom. Regal Entertainment has wisely shifted its attention to their main target audience, people under the age of 25 who are primarily Facebook/Twitter users. When viewing their webpage I found it interesting how they posted the tweets giving the impression that I too could connect with them on a personal level. Do you think they may create some of the tweets specifically for that page?
ReplyDeleteI especially enjoyed your blog relating to Regal’s branding and laughed when I saw that you thought the crown was a popcorn kernel. I guess it was the association with the movie not the brand that had you projecting that image.
fyi...no,I am not posting this at 4:52 AM...not sure what time zone my computer is on!
ReplyDeleteNice Job Tom! I find it very interesting about how movie theaters can use characters. I never thought about it until your post. It seems movie theaters have it made! It also seems to me that movie theaters generally don't have to do much advertising. I have never decided on a movie theater because of advertising - it generally comes down to where its location is and what movies they are playing.
ReplyDeleteI agree that some theaters don't need to do ads for themselves, but I think it's important for them to let consumers know via social media etc that they are playing certain popular movies. Theaters really need to get people in seats and the best ways to do that are to show them characters and movies that the people are interested in
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