LIVE PROJECT
IMS
SAAS
VISUAL DESIGN
Cinepeek
Cinema Multiplex Operations Solution
About
Cinepeek is a SAAS solution which is tailored for Operations Managers and their day to day needs for efficiency and smooth functioning of their cinema. It gives business driven insights relevant to the cinema exhibitor industry and aids with staying at par with the competition. Cinepeek integrates the third party listing of Advertising Clients and also the primary revenue channels for Multiplexes shortening the painful cycle of getting the clients and getting the job done.
Project Type
Design Sprint
(Self initiated)
Timeline
3 Days
(but I took 5 days instead 😬)
TLDR;
I designed an internal management tool for the cinema exhibitors managers that analyses and assesses to provide business driven insights.
Setting up the stage
glimpse of a cinema backstage
A Friday, 4 new movie releases, 37 ads to manage, staff to handle, 7,800 movie-goers strolling around the multiplex, and Ravi (the operation manager) has to manage them all, while ensuring high profits
Instead, he’s seen running around with screening schedules, handling invoices and calling to coordinate with teams; all at once
Understanding
What does "Operations" mean in cinemas?
In cinema operations, behind-the-scenes activities include managing film distribution, coordinating movie schedules, handling projection equipment, overseeing staff shifts, maintaining the venue, managing inventory for concessions & ensuring compliance with safety and legal regulations
Stakeholder mapping
A Deeper Look Inside Cinema Operations
Stakeholder mapping to figure out the dependencies and interrelations helped with gaining clarity, but it also made me realize the amount of coordination required & time dependent the macro and micro tasks are.
(no issues if you skip this one, we'll be talking about the relevant relationships later)
Identifying Profit areas
Now, where do the profits lie during a screening?
Standard Operating Procedures (SOPs) in the cinema industry guide employees in routine operations to ensure efficiency, quality, performance, and reduced miscommunication. Here, I extracted from Standard Operating Procedures specific and relevant to the Cinema Industry.
26%
Food & Beverages (FnB)
21%
Advertisement
49%
Ticket Sales
4%
Others
Value Generated through:
Optimisation
Profit Making
Defining JBTD's
Ravi's Jobs-To-Be-Done
On the basis of this stakeholder mapping, I extracted JTBDs and divided them into hierarchical buckets. Ravi’s jobs can be divided into 4 sections, from Assessment to implementation and everything in-between, his work involves optimizing the multiplex resources and increasing profits
Monitoring operations, resources & assessing performance
Strategize and make key decisions for operations optimization and profits with the board
Communicate and delegate daily on-site duties to the staff, and report to the managers
Ensure proper Implementation of strategies and higher-level goals on-site
Leveraging Touchpoints
Let's Look at Ravi's
Current Tools
The key takeaway is the lack of a unified system connecting services & tools, leading to a poor analytics & management channel for Ravi's JTBD and delays in internal communication, hindering strategic decisions.
From the secondary research & competitive analysis, these are the systems that the multiplexes use on the daily.
Thought bubble
CinePeek
A unified solution that helps Ravi monitor, communicate, understand & execute daily operations seamlessly
Invoice
exhibition installment photo
Advertising Content providing parties
L1, L2, L3 plans
outcome
Motivation
Actor
Ravi
wants to
check staff & management status
make profitable price strategies
monitor rev sharing and rev gen
get data-driven insights
schedule movie screenings
oversee screen operations
reflect on data online & offline
access RMS features
so that he can
manage staff performance
run smooth screen functioning
mitigate potential risks
make informed decisions
optimize screenings and plannings
increase revenue and profits
monitor footfall and ratings
keep track of the inventory
The worldwide cinema advertising market is projected to grow at an annual rate of 6.78% from 2024 to 2029, potentially reaching $4.90 billion by 2029. In India, Cinema Advertising is a growing industry capturing 1% (₹1047 Cr approx.) share of traditional advertising industry in 2024 promising strong recovery after COVID from ₹568 Cr in 2022 to ₹776 Cr in 2023
Innovative Formats
The adoption of interactive and experiential advertising formats is boosting audience engagement and contributing to the growth of cinema advertising.
Audience Engagement
The immersive cinema experience and captive audience enhance ad effectiveness, making it attractive for brands targeting young and diverse demographics.
Let's pause & drill down in the advertisement industry
In 2023, in-cinema advertising revenue in India was eight billion rupees. The industry was impacted by the COVID-19 pandemic, but was able to recover to pre-pandemic levels within two years
Source: Digital Cinema Report
Onscreen [Digital]
(Video Ads, Slideshows)
Offscreen [Physical]
(Posters, Installations, Seat Back Covers, Standees, Campaigns, etc)
Lobby [Digital]
(Kiosks, LED Screens)
Defining Area of potential USP
Advertisement
Content Providers
Ravi has to deal with these types of Advertisements, collaterals and providers: Movie promos holding the highest budget to Third Party online listings with the lowest ranging from Rs. 1,800/Day
Movie Promotions
(Distributors)
Paid Partnerships
& Brand Sponsors
(Vendors & Partners)
Third Party
Online Listings
(Online Listings)
circling Opportunity Areas
Gap #1
The Slow Cycle
Meet the aero electric RV that will change how you travel
Gap #2
Jenga of Duties
Begin your all-electric road trip today
Introducing
CinePeek
Stay Ahead with Clever Planning
Streamline everyday tasks into your long term business goals and easy campaign building for SPL to achieve efficiency and accuracy
Use Case 1
Strategizing for Poor Performance
A kid’s movie “Jungle Jam” has released but it’s not bringing in as much footfall as it is in other branches investigate more into the matter deploy appropriate strategies.
Upon analyzing, these are the design goals defined on the basis of Ravi’s top tasks and priorities
Transparent
Allow Ravi to access to resources and clear communication at the right place and time with the right person
Efficient
Streamlining everyday tasks such as improving financial performance, identifying risks and issues etc
Clarity
Should be able to zoom in and out to keep up with the daily tasks as well as higher level goals
Here's how Ravi's and other managers journey would go:
Dashboard
Clicks on the library generated
Actionable Alerts
Reviews library and publishes
Floor Duty notified & raises task ticket for Flexiboard installment
Vendor installs
Job Done Picture + Invoice
To be sent to Ravi and Client
Gets redirected to Ads
Gets Suggestions- Reschedules
Confirms the new Schedule
Redirected to “Screenings”
Overlay dialogue box-
Movie’s ads management
Notification sent to the staff
Task assignment approval
redirected
DESIGN GOAL:
transparent
Everything, at a glance.
Introduced clearer IA, logical grouping of widgets from varying pages and departmental pages to make it easier for him to navigate through different departments and tasks.
Opens the dashboard, sees movie’s underperformance, Receives a notification to optimize.
1
DESIGN GOAL:
Clarity
Simpler Decisions
Smart and convenient nudges for better decision making which is designed to maximize profits.
Ravi doesn’t want to go with the given options but wants to create his own assortment of Ads for SPL instead and Hence, goes to Ads Management
6
Auto Add for adding the next best batch of Ads on the basis of relevance
DESIGN GOAL:
Transparency
Reliability, Redefined.
Ads Management page allows Ravi to create a customized and balanced SPL. It also reflects the performance of Ads engagement and its source clients as maintaining external relationships with stakeholders is one of Ravi’s key responsibilities.
Selects the ads he is interested in so he can create custom cut plan/campaign of onscreen and offscreen ads from Filmforte’s Ads clientele.
Clicks “Build a Plan” to deploy the campaign and the requirements to other stakeholders
7
Use Case 2
Long Term Alignment of Macro-Goals
Ravi has to meet long term goals such as quarterly, yearly etc. which align with the company's targets and visions.
Dashboard
Redirected to OKRs
Gets advised to manage FnB
+ shows progress
Redirected to FnB
Publishes
New Entry- Fnb Manager
FnB manager, staff notified
Task Manager
FnB pricing strategy suggested
(with real time stock info)
Alert about “few steps away milestone”
Objectives
Goals that inspire and set direction, often set by higher level roles
“Where do i need to go?”
Initiatives
Tasks required to drive progress of key results
“What will I do to get there?”
Key Results
Steps that measure progress towards an objective
“How do I know I’m getting there?”
DESIGN GOAL:
Transparency
Updated, on the go.
Goal Manager helps Ravi get updated, giving him contextual and relevant information and actionable tasks, not just on the daily tasks, but also higher level goals.
Ravi selects the Goal Manager notification which takes him to the page where he will be able to see the OKRs and performance status for each goal
1
DESIGN GOAL:
Clarity
The Bigger Picture
Goal Manager allows Ravi to monitor OKRs against the performance and time, oversee the strategic pillars and the objectives and relevant tasks created and managed by Filmforte’s upper level managers
Ravi gets directed to the objective which needs his immediate attention, where he’s met with actionable tasks. He clicks on one task that helps achieve the objective
2
DESIGN GOAL:
Efficient
Swift Delegation
Suggested Actions lets Ravi delegate tasks with swiftness that accelerate & enhance his day-to-day goals.
In FnB Stats page, Ravi Suggests & Notifies the concerned departments about a key modification in the plans which achieves the aim of Upselling to maximize revenue.
3
Key Takeaways
so basically,
I love
about design
© Copyright 2024. All rights Reserved.