Project Background
Omniplex Cinemas is one of the largest cinema operators in Ireland and now also has a growing presence in the UK. The company’s core business is running multiplex cinemas where people watch films, but it has expanded into premium cinema experiences, subscriptions, food & beverage, and leisure developments.
Methodology
iReach has run a brand and cinema experience tracker across ROI, NI and GB using targeted ‘geo’ surveys in GB to ensure participants live within 10 miles of each of the Omniplex Cinema locations. Across all 3 regions, we benchmark will regional competitors to ensure insights are localised to all individual cinema outlets. Using a multi-wave survey methodology of Omnibus.
Insights
In ROI and NI, insights related to Brand Benchmarking, Omnipass Awareness and In-venue food and snack consumption to maximise revenues and margins. Omniplex continues to grow market share in audiences as well as repeat visits and improved loyalty and Omnipass usage.
For new venues in GB, Brand recognition and engagement are key growth drivers as a new market entrant. Brand benchmarking and positioning continue to be a focus area to win share of voice across key regions as well as share of cinema audiences.