UltraStar

1. Course Project
Sabrina DAHMANE
Stephen EMARIN
Antoine KRAUZE
Joffrey MEYER

2.  Company : UltraStar Cinema

3.  Name of the company: UltraStar University Village
Riverside
 Localization: 1201 University Avenue - Riverside,
California 92507
 Status: Private company
 Number of UltraStar theatres: 15 cinemas
(California + Arizona)

4.  UltraStar Cinemas is a movie chain with theatres
in California and Arizona
 It is the first movie chain to have all pure digital
movies showings in every theater
 In 2009, the UltraStar theatre in Surprise, Arizona
with its 22 D-BOX Motion Controlled seats was
among the first to present motion-enhanced
theatrical films

5.  Only stressed on the Riverside UltraStar theatre in the
University Village
 Located right in the centre of all the student
residences such as the IV or the University Village
Towers Student Apartments
 The breadth of its strategic domain concerns
Riverside, especially UC Riverside. To be more
precise, this represents a perimeter of about 2 miles

7.  Attract new customers
 Establish customer loyalty for the new and the
previous customers
 Make them discover and buy derivatives such as
food or posters

8. • Communication • Collaboration • Education • Entertainment

9.  No real communication to customers
 Everything has to be done
 Effectiveness measured by followers and
subscribers
 The most effective tool will be Facebook

10.  Creation of a team specialized in social media
 Communication with co-workers thanks to an
intranet
 Effective internal communication to avoid
mistakes

11.  Less important pillar in our case
 The expertise can’t be shared

12.  Most important pillar in our case !
 Use it well because it is our strength
 The customers expect to have fun
 Articulate our strategy around it

13.  Audience
 Concept
 Competition
 Execution
 Social Media
 Sales viability

14.  Step 1: Identify the global audience
◦ Market: Everyone between 5YO to 99YO
◦ Audience: Due to localization, students between 18 YO
and 25YO
 Step 2: look further into your audience
◦ Different groups of students  different types of
movies!!!

15.  Different groups imply different:
◦ Attitudes
◦ Values
◦ Beliefs
◦ Needs
◦ Preferences

16.  Some example of groups and what they imply:
◦ Jocks:
 Action movies, thrillers
 Like to be with other dudes
 Like to eat during movies
◦ Girls:
 Chick flicks, romance, comedy, animated movies
 Like to be with other girls

17.  Some example of groups and what they imply:
◦ Geeks:
 Sci-fi, horror movies
 Like to eat popcorn and drink sodas
◦ Skaters:
 Comedy, real life comedies (like Jackass)
 Like to eat

18.  Need to make some surveys to know more about the audience to
adapt the offer
◦ What they like to eat
◦ Special prices or coupons for groups
◦ Advertise on buying tickets online to reduce waiting time
 Very large audience  difficulties to choose one concept only
 Don’t forget the other persons such as families or couples
 Need to adapt!

19.  No special concept because of the large audience
 Be as large as possible to touch every archetypes
◦ Create contests to win special prizes such as photo
contests or video contests about your favorite movie
◦ Promote the sweets and candy shop inside the theatre

20.  No other theatres around implies no direct
competition
 Indirect competition: Illegal movie downloading

21.  Social Media Presence Goals:
o Specific
o Measurable
o Attainable
o Relevant
o Time Bound
o Evaluate

22.  Increase unique visitors to the website
 Increase blog/newsletter subscriptions
 Increase facebook fans by X members
 Increase Twitter mentions
 Increase interactions on FB page

23.  To increase notoriety
 To keep consumers in touch with every news.
 Create a close relationship with consumers
 To share directly with the consumers the promotions
 To promote movies
 To be the platform to all the other websites (Youtube
Channel/Twitter/...)

24.  For every updates and news (share informations
about movies)
 To stay more closer of the consumers
 To share links to Facebook, Youtube, and official
website
 Allow to answer to the consumer questions and
concerns quickly

25. Create a channel to share :
 videos,
 trailers,
 programs,
 events,
 To illustrate the informations on Facebook or Twitter and
share links on these websites.

26.  Once the audience is satisfied, they will tell their friends
to come back
 More people means more chance to sell food or posters
 Viability is ensured by:
◦ the discounts and coupons
◦ the fact that it is the only theatre around (auto-viability) if we care
about and listen to the advises and comments of customers!

27. Thank you for your attention. If you have any
question, please ask!