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CANACINE shows that during the pandemic, movie theaters in Mexico decreased their previous income by more than 60 percent.
Cinépolis has managed to reach a 55.3 percent presence in the film industry, while its main competitor, Cinemex, reaches 38 percent.
According to Euromonitor, cautious consumers are not afraid to pay more money for better products or services.
Cinema Zero, located in Val’Quirico, has drawn the attention of lovers of cinema by offering individual rooms.
Currently, consumers have at their disposal an endless number of services through which they can spend their money to invest it in leisure time, thus benefiting some industries and companies in the sector, including the cinema industry.
To take into account how relevant this sector is, it is worth considering the data provided by the National Chamber of the Film Industry (CANACINE) in its study where it shows the box office receipts of theaters in Mexico, which in 2011 managed to register the figure of 9 thousand 280 million Mexican pesos, an amount that was constantly increasing until reaching 2019, with 18 thousand 190 million pesos
Despite this, these figures were seen in a sharp decline due to the Covid-19 pandemic, decreasing their income by more than 65 percent and registering only 3,690 million pesos during 2020; however, taking into account the effective vaccination process and the return of consumer confidence, these they reached 7.5 billion pesos during 2021, showing a promising future for the film industry.
The film industry, strongly present in the Mexican consumer, is dominated by a few brands and the CANACINE study itself shows us what they are by showing the percentage distribution of movie screens in Mexico during 2021 by operatorwhere Cinépolis led with 55.17 percent, Cinemex with 38.21 percent, Cinebox with another 1.02 percent, among other bets that have not yet achieved a “boom” like those mentioned above, forcing them to increase their value proposition or strategies of marketing to implement.
To create a high caliber cinema, a strong monetary investment is neededtaking into account the costs of the infrastructure that these entail, the personnel to be hired to serve hundreds of clients, the rights to project films, maintenance of projectors, screens, seats, among an endless number of other elements to explore, economic problems in which can be found by those who are committed to entering this industry, unless they are committed to a service other than the “conventional” one.
On this occasion, a consumer has chosen to show her visit in a small cinema located in Val’Quirico by Cinema Zero, where its small, but comfortable individual rooms have proven to offer a good cinematic experience.
@anapelaez01 📽🍿 #valkyric #viral #Mexico #trips #choreinmexico #fyp ♬ Running Up That Hill (A Deal With God) [2018 Remaster] –Kate Bush
Although it does not have the “typical” big screen with a high-powered projector and numerous seats, this cinema that has individual rooms It also offers other types of food “worthy” of a cinema of national caliber, but its value offer in which it offers a higher level of privacy has been to the particular liking of users. Among the comments that confirm this we can find “what genius did this”, “where is it?”, “I don’t want it, I need it”, “how much is it worth?”, among other thoughts to explore.
Likewise, other cinemas have found a type of dual use for their theaters to attract more consumers, finding a different added value compared to that of the competition (at the time), as one of the leading companies in the industry demonstrated when presenting its new offer “My Cinemex Gamer Room”, offering 8 players to rent a room for 2 hours to play video games on different consoles, such as Xbox, PlayStation, Nintendo Switch and other elements that managed to attract the attention of a new audience.
There is a wide variety of competition in almost any sector that we turn to see, where probably large companies are already dominating the market preference; however, this does not mean that we see ourselves at a disadvantage, if we have a respective value proposition that manages to stand out in the face of daily offers and placing our brand’s quality over quantity, which could result in free word-of-mouth advertising and attract new customers.
Isn’t more investment better? It depends on the type of consumer we seek to adopt. Clearly if we are in the busiest point of a city, probably placing a giant cinema with endless food and drinks to offer can pay off; however, and taking into account that we are in a small town, perhaps it is convenient for us to create a small cinema, but with all the comforts to gain their trust and their income on a constant basis.
According to data from Euromonitor, there is a certain so-called cautious consumer profile who seeks to carefully invest their money, preferring to acquire quality products, services or experiences (55 percent of these consumers are women), who are also very loyal to the brands they buy from. Likewise, this type of client considers that the price is not the most important thing, so they would be willing to pay a higher figure compared to other more accessible prices.
There are various ways in which we can work on added value and product (or service) quality to prevail over consumer preference, as was well demonstrated by that pastry chef who chose to make an entremet dessert and paid his client a “tribute to Van Gogh” by accident, where users mentioned that they did not mind paying any price to have a dessert similar to theirs.
@undecimo_entremets Reply to @iamrobsoto open mind to possibilities always 🧐👌🏻🙏🏻😘#fyp #costarica🇨🇷 #cake shop #food #desert #moussecake #pastry #colorful #entertainment #cakedecorating #caketok #chocolate #mirrorglaze ♬ LOVELIFE – Benny Benassi & Jeremih
Although price is an important factor to consider among consumers, customers have shown that they are not afraid to pay high prices for a better product or service, a reality that we can achieve if we have a quality value offer that differentiates us from the competition.
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