A cinema where you can buy a ticket for 20p? A scheme surely doomed to failure! Well, they said that about low-cost airlines. And low-cost car rental. So it's not a surprise to find that easyGroup, and pugnacious entrepreneur Stelios Haji-Ioannou, are behind the idea. Making Movies follows the last few weeks in Stelios' bid to end "Rip-Off Cinema" in Britain...Hurrah!
Two Years Ago
Stelios receives an e-mail from a 'nameless' executive in the cinema business who has a Big Idea. They meet for breakfast. The executive suggests easyGroup apply the same kind of yield management pricing policy they use for airlines to cinemas. In layman's terms, why charge the same price for a ticket on Monday afternoon as one for Saturday night? Apart from the fact that the company is already stretched, with easyPizza and easyBus in the pipeline, Stelios is sceptical. He knows nothing about cinema because he hardly ever has the time to go. Then one statistic changes his mind. The executive tells him cinemas across the board are running under capacity, on average only 10% of their seats are filled in off-peak hours. Stelios is intrigued and quickly puts easyCinema into development. He becomes determined to prove a new pricing method can shift more tickets, increase capacity and turn a profit.
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