Kinepolis in the world

First we would like to give you an overview of Kinepolis which is a cinema chain, founded in 1960. In fact, it has 34 complexes throughout different countries such as Belgium, France, Spain, Switzerland and Poland. Moreover, in July 2014, they bought the Wolff cinema chain in The Netherland.

There are over 20 million customers each year and the workforce is of about 2100 people.

Country Multiplexes Screen Places
Belgium 11 148 39 289
The Netherlands 9 46 /
France 7 87 25051
Spain 5 92 22059
Switzerland 1 8 1540
Poland 1 20 7338
Total 34 401 94226

Kinepolis wants to offer film and culture experiences. To achieve that, it has adopted a strategy based on 3 points:

  • Being the best marketer: they try to answer to the expectations of target groups by creating specific events such as for kids at the movies, ladies at the movies, student events, seniors at the movies…
  • Being the best cinema operator: Kinepolis offers unique possibilities for relaxation and business. In that way they provide a unique customer experience.
  • Being the best cinema property manager: Kinepolis wants to be the best cinema property manager by administering, enhancing and developing its unique property position.

On this pie chart we don’t see The Netherlands because it represents the first semester of 2014 and the complex in The Netherlands was bought in July.

Kinepolis in Belgium

As you can see, there are 11 cinemas, situated mainly in the North of the country.

The Group was founded in 1996 thanks to a fusion between two familial companies. In 2013, the turnover was 246 million€ and decreased of 3,3%.

If we take a look at their page on tweeter, they have 8263 followers and 43 773 likes on the Facebook page which seems, at first view, to be a lot but it doesn’t means a lot. What is important to know is who goes on the website and particularly how often!

They also have a page on Flickr but there are no follower and no testimony.

Thanks to Alexa.com we can find some information about the visitors who go on www.kenoplis.be :[1]

  • The bounce rate is of 17,40% which means that a few number of visitor close quickly the page but the other ones go on this website not by accident but to find a special information.
  • The daily time on site is currently about 4 minutes.
  • The majority of the visitors is male and graduate.
  • It is interesting to see that the browsing location is at home and at work but never at school.
  • Obviously the percentage of visitors from Belgium is 89% (the other is from The Netherlands and the United States)
  • The keywords:
Keyword Percent of Search Traffic
  1.  kinepolis 21.71%
  2.  kinepolis gent 10.11%
  3.  imagibraine 9.13%
  4.  kinepolis antwerpen 5.58%
  5.  kinepolis liege 4.62%

As it is a cinema group, Kinepolis has to be online to at least display the films they broadcast because people going there need to check the current films and available hours from home. However, they are also paying attention to their image and try to attract people via Facebook, Twitter and a less known one, Flickr.

What we can also notice is that each city has its own Kinepolis website. This can be explained by the fact that all cities have a different number of rooms in the cinema: for example, Louvain has 7 rooms whereas Brussels 25. Moreover, they each have a Facebook account in order to differentiate themselves from one another. On the Facebook page we can find the number of likes, visits and stars that visitors give (maximum 5).


 

Company chosen: Kinepolis Kortrijk

The cinema opened in 1997.

Capacity: They have 10 rooms and 2 642 seats.

It was renovated in 2007 (see below).

Creation of the Facebook Page: in 2010.

Number of likes on the Facebook Page: 2 423.

Stars on Facebook: 4,3 with average 1,1k voters.

Advantages:

– You can find restaurants and fast food next to it which permits people to have a nice evening going to the restaurant and to the cinema afterwards without having to change place.

– The Interior project was done by an architect, which adds value.

Competitors:

We chose the 3 nearest Kinepolis as competitors:

Kinepolis Oostende

Kinepolis Brugge

Kinepolis Gent

 

Brugge:

It was inaugurated in 2006.

Capacity: They have 8 rooms and 1 565 seats.

Creation of the Facebook Page: in 2011.

Number of likes on the Facebook Page: 3 473.

Number of stars: 4,3 with average of 1,1k voters.

Advantage:

– They have a reservation systems with automatic control and self-service which places Brugge as a big competitor as it has a lot of success.

Oostende:

It was inaugurated in 2006.

Capacity: They have 8 rooms and 1 755 seats.

We can notice a poor design of the building compared to the others.

Creation of the Facebook Page: in 2011.

Number of likes on the Facebook Page: 1 613.

Number of stars: 4,2 with average of 564 voters.

Advantage:

– This cinema is a collaborator of the Film Festival of Oostende.

Gent:

It opened in 1981 but with the name Decascoop before.

Capacity: They have 12 rooms and 3 470 seats. It’s the only one to have a bigger capacity than Kortrijk.

Creation of the Facebook Page: in 2010.

Number of likes on the Facebook Page: 8 689.

Number of stars: 4,3 with average of 2,5k voters.

Advantages:

– They did visual and sound innovations.

– They are partner of the International Film Festival.

Analysis

There is only one Twitter Page for all the Kinepolis in Belgium so we choose the Facebook channel to compare the 4 Kinepolis: Kortrijk, Gent, Oostende and Brugge.

We can see that Kinepolis of Gent is the most visited, followed by Brugge, Kortrijk and Oostende.

The Facebook pages of Kortrijk, Brugge and Gent have the same number of stars.

All the Facebook pages give information about what to do if you have questions. It is said that if you have more questions or suggestions you can go to the reception of the cinema, go on the main website of Kinepolis  or on the Facebook page of Kinepolis Belgium. This post was sent on the 27th of January 2014 for Kortrijk and Oostende and on the 17 of September 2012 for Brugge and Gent. It is the only post that we can find on the Timeline since the opening of the page (2010/2011). There is no photo. They don’t really give opportunity to people to communicate on the Facebook pages.

Moreover, on each page, we can find the address of the cinema, phone number and Kinepolis’ website. Thus, the only thing which changes is the number of likes per pages as we it above.

In fact, they didn’t have a strategy to use the Facebook pages of each cinema.

Advices:

In general for Kinepolis:

– Translate the website of Kinepolis in English: currently it is in French and Dutch. There is one website in English  but this is for B to B.

– Follow people or companies on Flickr because for the moment, this account seems useless. There is no followers and testimony. Maybe they can share the Flickr on Facebook to let people know that they have a Flickr Page.

– Be active on Facebook & Twitter with more content and also make one Twitter Page for each Kinepolis.

– To be more active on Facebook, they could organize an online game where people should share funny pictures of them at the cinema and collect the most number of likes. Then they could win a cinema ticket.

For the Kinepolis Kortrijk (to make the difference):

– Be active on Facebook.

– Create a Twitter Page.

– Innovate with new visual and sound equipment as they already did in Gent.

– Expand an online network of film enthusiast with Kinepolis.

To conclude, the Facebook page of Kinepolis Belgium is very active. There are posts every week with shares and likes. They share trailers, photos and posters. They are also following other pages like The Academy, Film Fest Gent and also have two Pages (one in Dutch and one in French) which allows more people to find information.

Concerning our project, there is no difference between the 4 Kinepolis in the way they use social media. There is no strategy and no content on the Facebook pages. If the Kinepolis of Kortrijk follows our advice and is more active, it could differentiate it from the other competitors.

REFERENCES

Kinepolis Group, Semestrial Financial Report 2014, 28 Augustus 2014, available online: http://corporate.kinepolis.com/sites/default/files/financial-results/Halfjaarlijks%20financieel%20verslag%20300614%20ENG.pdf

ADI A., New Media – communication theory and practice in the digital age, session 2014-2015, VIVES.

[1] Alexa: Kinepolis.be , available online: http://www.alexa.com/siteinfo/http%3A%2F%2Fkinepolis.be%2Ffr

Flora Encelin, Katerina Solomonidou, Medine Kaya, Tayanne Schlesser – Group assignment – New Media – VIVES University College – Kortrijk

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