Brief
Scott Cinemas Ltd. was creating a new, seven-screen multiplex in Bridgwater, Somerset at Northgate Yard – a multi-million-pound, modern entertainment and dining development – and would be the anchor tenant.
The cinema would be the largest in the company’s portfolio and Scott wanted to deliver a great customer-driven experience that would set a new standard for local tourism.
The ticket machines it was using across its other sites were proving problematic and Scott wanted to change its standard kiosks for something better.
It needed budget-focussed advice on which displays to use and where, and to keep a consistent look and feel with its other multiplexes.
Solution
We worked alongside the Scott Cinemas team to understand the design and practicalities of the site, and the user experience they wanted to deliver.
For the foyer’s concessions counter, we recommended they install seven displays above it. This was so that the full menu – which covers three screens at once – was always visible, and four different promotions could also be shown simultaneously. This would increase the likelihood of promotion take-up and thereby increase the average customer spend.
Having seven screens would also allow Scott could do synchronised ‘screen takeovers’ across all the displays. This would draw attention to its most profitable menu items and promote large, movie-specific packages with food, drinks and branded merchandise, which would boost profitability.
By using high-bright screens, the menu boards would be vivid, attention-grabbing and wouldn’t suffer from glare even on sunny days when light came through the foyers’ glass entrance doors and large windows.
“We’ve been working with Saturn for a while and have been very impressed by the work they’ve done for us. They know the cinema industry incredibly well and they’re always coming up with great, practical ideas for your benefit."
Nick Bowd, Marketing, Retail and Support Manager
We recommended installing an LED wall between the café bar and concessions to show movie trailers. This would promote forthcoming releases to those in the bar and concessions queuing area at the same time, encouraging return visits. It would reduce customers’ perceived wait time by entertaining them, and would also subtly draw attention to the pick and mix stand situated beneath it.
As the foyer had glass exteriors, wall space was limited so we recommend that Scott use slim, freestanding digital kiosks in the centre of the foyer to sell tickets for the showings. We looked for a suitable design that complemented the interior design and fitted in the available space but couldn’t source one so Scott requested we design some custom kiosks (freestanding and wall-mounted) for them. These were to have a slim iPhone-style feel to them, and would be used at Bridgwater, and at their other sites when the existing kiosks needed replacing. Once the design was finished and approved by Scott, we fabricated and powder-coated the three kiosk enclosures in the UK and installed them on site.
We recommended Scott use two slim, single-sided monoliths in the foyer’s large floor-to-ceiling windows to draw passing footfall into the cinema from those visiting the Northgate Yard development. The monoliths would each contain two screens for movie times and promotional materials for the latest film releases. Our software developers created a bespoke app to allow Scott to split the top screen into two sections and simultaneously show two sets of film times and availability at once.
Many of the corridors between the screens and toilets were to have seated areas, so we suggested that Scott use portrait digital poster display cases. These are embedded in the wall, taking up less corridor space. They create a slick, polished look and make it less likely that customers will bump into the displays and damage them.
Scott Cinemas was keen to use the Bridgwater site launch to revamp its menu board designs and asked Saturn’s content creation team to create new ones. The menu was broken down into concise categories, making it easier for customers to select what they wanted, and animated elements were integrated to draw attention to specific items. A large screen takeover was also created for Coca-Cola, using brand-approved existing content.
Result
Scott successfully opened its flagship Bridgwater multiplex, and the cinema’s manager has reported positive customer feedback and a good awareness amongst customers of future film releases.
In tangible financial terms, Bridgwater has achieved the highest customer spend per head when compared with other Scott Cinemas sites. Management credits this, in part, to the prevalence of internal and external digital displays, and the superior content showcasing its concessions and promotions.
As the digital content that Saturn created especially for the Bridgwater menu boards has proved such a success, it has now been adopted at other Scott’s other sites.
Scott has also asked Saturn’s content team to create more ‘screen takeovers’ for them (plus other additional digital signage content) to help promote movie-branded merchandise.
“The artwork Saturn produces is just so cool - especially the animated content. It makes a noticeable difference to our sales when we use new content they’ve produced for us."
Nick Bowd, Marketing, Retail and Support Manager
Testimonial
Nick Bowd, Marketing, Retail and Support Manager for Scott Cinemas Ltd
“We asked Saturn to design our new kiosks and it was a surprisingly straightforward process from start to finish. We explained what we wanted, they went away then came back to us with a design and it was perfect. They got the enclosures manufactured, installed the software on them and the next we knew, they were on-site and ready to go.
“We absolutely love the giant LED wall display that Saturn suggested we get for showing trailers in our foyer. It’s created an exciting and fun atmosphere, and we’ve noticed our customers are much more aware of all the forthcoming movie releases.
“The installation project Saturn managed for our Bridgwater site was absolutely faultless. The engineers were a great bunch to work with. They were efficient, prompt, and helpful. They’re good at explaining how everything works, keeping the disturbance to a minimum, and at cleaning up after themselves.
“I love how easy it is to create a playlist and upload content using Saturn’s content management software system. We’ve been using it for a few years and have found it to be really user friendly and has lots of great features.
“Inevitably, with anything digital there are going to be occasional issues. Whenever we’ve reported a problem to Saturn’s support team, they’ve been really on the ball. Any problems are usually rectified pretty much instantly, or as soon as is humanly possible.”
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