Attending movie theaters has been a privileged form of entertainment for generations. However, exhibitors nowadays are faced with an increasingly demanding consumer that is able to access a growing assortment of new forms of entertainment. How can this traditional industry adapt to today’s fast changing consumer needs and competition? The purpose of this thesis is to evaluate the pricing and promotion strategies of the movie theaters and how they can be tailored to today’s consumer. This dissertation has a special focus on the Portuguese market and on its leader: NOS Lusomundo Cinemas. Being the pioneer in the multiplex business model in Portugal, this company achieved its leadership position by acquiring the most privileged locations and thriving to be the most technologically advanced and convenient movie exhibitor. NOS currently runs the largest multiplex network in the country and it is the most geographically spread. Market research was conducted in order to understand the consumer’s habits and their perception of the movie experience. Additionally, it provides insights on the consumer’s opinions of the service provided by NOS and its pricing and promotion practices. Results show that the consumers perceive the movie theater experience as valuable; however, they consider it expensive. The pricing and discount practices are the features of the service provided by NOS that generate the most dissatisfaction. Discounts and partnerships play a pivotal role for moviegoers, as “two tickets for the price of one” strategies are privileged.
Date of Award | 13 Feb 2017 |
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Original language | English |
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Awarding Institution | - Universidade Católica Portuguesa
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Supervisor | Pedro Celeste (Supervisor) |
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- Mestrado em Gestão: Programa Internacional
Pricing and promotion strategies in movie theaters: the case of NOS Lusomundo Cinemas
Rodrigues, R. P. C. (Student). 13 Feb 2017
Student thesis: Master's Thesis