Increasing Revenues in Movie Theaters

Cinemas, with the majority of their revenues coming from concession sales and pre-showing advertising, are investigating simple ways to increase their revenues. New York-based marketing firm Brand Experience Lab is working with cinemas across the United States and United Kingdom to introduce “AudienceGames.”

Immediately before movie showings, advertisers will encourage audience members to cooperate by playing interactive games. Motion-sensing cameras positioned in the front of the theater track members’ movements.

Volvo tested this technology and measured the audience’s response in this YouTube video. During a showing, moviegoers competed simultaneously with other theaters. Collectively, the audience had the task of driving a virtual car through an obstacle course on the cinema’s screen.