Cinelo, a cinema of experiences

Identifier:  TFG:2027

Handle: https://hdl.handle.net/20.500.11797/TFG2027

Authors:  Garcia Pérez, Lorena

Abstract:
Cinelo is an innovative cinema that moves away from the conventional cinemas that we know, we want to change the idea of watching a movie with the fact of living an experience. We will have a 4DX room with sensory effects that will make you enjoy the movie through all the senses. In addition, we will provide our customers with the autonomy they need when purchasing products thanks to touch panels. It is a market with great competition and high barriers to entry in addition to having a threat such as streaming platforms that are importantly increasing. On the other hand, we have the VAT drop or the frequent use of the self-service system. We will take advantage of the differentiating elements of our business to carry out an offensive strategy. The segment we are targeting is of young people and middle-aged people, which is the range that visits theaters most often. Cinelo will have 10 rooms of different sizes. We will have a series of menus in addition to independent products. The color with which we identify the brand is orange, as it is associated with creativity, vitality and fun. We will also have special promotions on the price and membership card. It will be located in the shopping center Via Sabadell and to let us know, we will publish ads in the newspaper, on the radio and we will be on the most frequented social networks, as well as creating a web page. We will need a large initial investment and almost 500,000 spectators per year to be able to obtain benefits, although the sales forecast amounts to 900,000. The working capital is negative since the collection occurs at the moment and the payment at maximum 30 days and the main ratios indicate that the investment offers profitability and wealth.