Movio's new product, EQ Cinema, gets a test drive in our review of the new platform.

Movio Launches New EQ Product to Improve Cinemas’ Movie Marketing Capabilities

CT Magazine talks to marketing solutions and data analytics firm, Movio, to learn about their new EQ product and what it can do…

Cinema Technology Magazine staff

ovio’s data science tools are designed to take the guesswork out of customer segmentation - i.e. no more extensive filtering to guess defined audiences. These data science features use multiple algorithms to analyse cinema audiences’ past behaviours and then predict how likely they are to watch a given movie. This helps marketers find the best audience for each film and identifies untapped opportunities to drive attendance, incrementally. As a result, audiences receive more dynamic, personalised communications, connecting them to their ideal movies and helping to deliver an overall improved customer experience.

As an example of the results of their data science tools, in a direct analysis of the opening week of “Black Panther” (Feb 16, 2018), the moviegoing behaviour of visiting members revealed that 55% saw Movio’s number one recommendation. 68% saw a movie in their top two recommendations, and 78% saw a movie in their top three recommendations.

Movio’s “Propensity” algorithm analyses an audience’s past behaviours and predicts how likely an audience is to watch a given movie. Propensity allows users to deliver a tailored customer experience, connecting each moviegoer to their favoured films. The above study also showed that, when using Propensity, the cinema was able to achieve a 5.9x visitation rate, compared to an average unfiltered email send.

Movio Cinema EQ

Movio’s new intelligent data analytics and campaign management solution, Movio Cinema EQ, was launched on November 8, 2022. It builds on more than a decade of movie marketing expertise displayed in Movio’s current products and is designed to offer cinemas a smarter, more streamlined solution towards their campaign management.

The product brings Movio’s aforementioned data science tools to the forefront of their campaign creation, enabling marketers to easily create communications that result in more successful campaigns.

EQ gives marketers the ability to more easily transform data into insights, insights into actions, and actions into a measurable impact on their business. The new product also offers insights and automation that end up producing a more sophisticated campaign. By taking the guesswork out of targeted marketing, cinemas can enhance their connection with their audience, driving guest engagement and, ultimately, increasing attendance and spending.

With new features designed with the customer experience in mind, cinemas can leverage EQ to create more

personalised interactions with their members that have them returning more often.

Taking a Journey with EQ

EQ also introduces “journeys” to users. Journeys are automated, real-time triggers that are omnichannel, multivariate, and dynamically populated campaigns. These are both pre-configured and customisable based on business goals and desired guest experience. With EQ’s journey builder, cinemas can create sophisticated customer journeys, giving marketers the power to deliver more memorable interactions throughout their guest experiences.

“We’ve designed EQ by putting moviegoers at the centre of the strategy. Being able to connect people with their ideal movie via the digital marketing channels where they are spending their time and with smarter, more personalised campaigns, has never been more important. EQ addresses these needs while also providing an elevated user experience for our cinema clients. We’re excited to see the positive impact our technology will have in building frequency, spend and cinema brand loyalty,” says Sarah Lewthwaite, CEO, Movio. In addition to personalised content, cinema marketers can expand beyond members, finding customers in their channel of choice, resulting in higher click rates and increased revenue.

EQ’s reporting provides users with a holistic view of their campaign’s performance, as well as for daily users who are looking to dive into individual campaigns. This reporting function has been enhanced to aggregate all the reporting data across multiple campaigns and data-sets and utilises and highlights insights such as converted moviegoers, admissions, revenue, average spend. With additional levels of detail, users can then clearly pinpoint the effectiveness of their campaign on engagement, awareness, and as well, revenue generated.

Reporting, via Movio’s testing capabilities, also lets users compare their campaigns to a control group or to other campaigns.

A Demonstration of EQ

Peter Knight

CT was given an early view of the EQ product and was able to see the powerful capabilities that it had to

offer.

This is really going to be a game-changer for cinema marketing teams who want to reach the audience within their database who are going to most benefit from knowing which films are coming up.

Because of its dynamic nature, the product is able to make connections that might not naturally be seen. While products like Campaign Monitor or MailChimp are great for sending out newsletters, EQ adds a whole other level of engagement on top of this in order to make sure the relevant people are always receiving the most appropriate communication, for a specific movie or event.

The ability to always see what the data is saying, whether it is on an individual title or campaign, adds real value. While every single campaign doesn’t write itself at the moment, the EQ product helps to make it an effortless experience - although, with the added automation features, for some campaigns this is actually the case.

This certainly looks to be a product that is going to make a difference to marketers in the industry and their companies, one that will really help cinemas to connect with the right audience at the right time in the right way with the right message.

Inside the Movio Cinema EQ platform