The Thought
Behind My Cinema.
I knew I wanted my
cinema to represent freedom from reality and the wide variety of films
available today. From this I began thinking about space and its
potential/vastness. With no initial ideas for the design of my cinema I decided
to google space. While looking at a wide variety of different pictures of
space, the first thing I noticed was the colours. Most to the space images had
different shades of blue, pink, purple and in some cases green. After choosing
five different space pictures I picked out three of the most prominent colours
from each picture. I filled a small circle with the different colours that I
had picked out of each of the pictures and overlapped them slightly. This
allowed me to see how the colours worked together and allowed me to gain an
understanding about the sort of colours I could use for my business. (Business Mind Map)
After looking at the
pictures of space I still didn’t have any idea what I was going to call my
cinema so I began brainstorming words related to space. After noting down a
variety of different words I began thinking about potential business names.
After drawing a blank on my own I googles name generators and found a website
named ‘Business Name Generator’. By entering a few key word, such as; Galaxy,
orbit and infinity, the website then generated hundreds of potential business
names. Most of them weren’t very suitable but some, such as; ‘Galaxy Access’
and ‘Cinema Cosmic’, would have worked for my business. However, none of the
names I found sounded right. My last key word was constellation, but
‘Constellation Cinema’ didn’t sound right; so I began looking at constellation
names. After looking at a bunch of different constellation names and meanings
such as: Andromeda, Cassiopeia and Orion, I finally came across the Zodiac
Constellations. Then the words ‘Zodiac Cinema’ came to mind. I decided I liked
the name so began looking at the names and meanings of all the different zodiac
constellations. (Star
Sign research) While looking at the twelve different zodiac
constellations and the dates that they occur I had a thought about my marketing
campaign; so I made a quick note of my idea and decided to get back to it
later. But for now I had my cinema name; Zodiac Cinema.
After deciding on my
businesses name I went back to my colour board and added a picture of the
zodiac constellations. From this picture I picked out a really dark navy
blue/almost black colour, a light grey/white colour and a medium blue. But in
simpler terms, I have chosen black, white and blue as my businesses colour
theme. (Business
Mind Map)
Now that I had my
business name and colours, I move on to fonts. I looked at the different fonts
available on both Microsoft Word and a website called Dafonts. To get a good
feel for each of the fonts I made sure that I was applying the font to the
words ‘Zodiac Cinema’. For me it was important that it was a block font which
was quite thick, meaning I could remove the ‘fill’ leaving just the ‘outline’.
The range of different fonts that I found on both Word and Dafonts met my
specification precisely. Of the eighteen fonts I found that would work for my
business I went with one from Word called ‘Agency FB’. After choosing my font I
began looking at designing my logo. (Business Mind Map)
First I decided that
I wanted to use the constellation picture within my logo. So I tried putting
the constellation picture inside the text. However once I had removed the colour
filling the text leaving just the outline. I then made the outline white and
placed it over the top of the constellation picture. The after grouping the
picture and copying it into ‘Paint’ I began removing the picture that was
outside the text. This left me with Logo 1 on my business mind map. However, once
the picture was inside the text it become unclear and just looked like black
text with random white dots on it. So, by reversing slightly to before I
removed the background for outside of the text. Therefore I ended up with a
square logo with the constellation picture as the background and the white
outline of the words ‘Zodiac Cinema’ in size 72. This can be seen in Logo 2 on
my business mind map. However, with both words the same size didn’t look right,
so I adjusted the size of the word ‘Cinema’ to size 48. This can be seen in
Logo 3 on my business mind map. After making this change I was happy with my
logo. (Business Mind
Map)
For my marketing Campaign
I thought I could use the different zodiac signs to encourage people to visit
the cinema more. To do this discounted tickets can be offered to customers who
provide evidence that their birthday falls within the current zodiac sign. For
example: the dates for the Virgo star sign are the 23rd of August to
the 22nd of September. So, anyone who visits my cinema and has a
birthday within these dates would receive a discount on their cinema ticket.
As well using my marketing
campaign I am also going to introduce loyalty cards to help encourage more
people to visit the cinema. A customers loyalty card will be stamped every time
they visit the cinema; and once the owner of the card has collected ten stamps
they will get a free cinema ticket. However, I will need to add an expiry date
of between three and six months because otherwise people who visit the cinema
very little will eventually get a free ticket for just visiting the cinema as
normal. Whereas the point of the loyalty card it to get people visiting the
cinema more often.
|
Expiry
Date Length
|
Number
of visits per loyalty card
|
Number
of weeks available to visit the cinema.
|
|
3 Months
|
10
Visits
|
12 weeks
|
|
4 Months
|
10
Visits
|
16 weeks
|
|
5 Months
|
10
Visits
|
20 weeks
|
|
6 Months
|
10 Visits
|
24 weeks
|
Of the possibilities
listed above, an expiry date of either five or six months makes the most sense
because, for example someone wouldn’t be able to visit the cinema every week
because they wouldn’t want to watch every film available at the cinema and new
films are released every two to four weeks. After conferring with my farther I
agreed that a six-month validation date would be best. A loyalty card can only
be signed and dated when the customer is paying for a full price ticket. This
ensures that each time a full price ticket is purchased they are contributing a
little towards their free tickets after they have been ten times. Mixing the
loyalty cards and my marketing idea will result in a loss in revenue because
customers aren’t paying full price on their tickets and are therefore not
contributing fully towards their free ticket after visiting my cinema ten
times.
First thing I need
for my loyalty card design was a background. I wanted to use the same
background I had for my logo but by enlarging this image it became distorted
and unclear, therefore I had to look for a different background. After a little
looking I found a picture of a starry sky that I liked which was the right
size. I than copied the text from my logo to ensure that I got the right style
and font. However the word ‘cinema’ didn’t look right underneath the word
‘Zodiac’ on the front of the loyalty card. So I moved the words next to each
other. However because the words were different sizes it still didn’t look
right so I made both word the same size, which made the front look better. Then
I copied and pasted this text box in the same place and changed the text to
‘loyalty card’. By copying the original text constantly I am able to keep the
same style and font easily. I then made the text smaller, inserted a white fill
and removed the outline. I then arranged this text box underneath the title of
my cinema. I decided less is more so moved on to the back of the loyalty card.
I originally wanted a similar system as McDonalds with their hot drinks, but
soon realised that this wouldn’t be effective for mu business. So, instead
added a three-column table which had ten rows. In the first column I had the
numbers one to ten. This indicates the number of tickets that a customer has to
purchase in order to get a free ticket. The second and third column are empty
but have room for a date, (second column) and a set of initials, (third
column). Each trip to the cinema a member of staff will add the date and their
initials to the card which signals one trip. I added the sentence ‘Visit our
cinema 10 times and get 1 free ticket’ to the top and ‘Valid for 6 months from
the first date’ at the bottom, and this was my finished loyalty card. (Design Ideas)
Gift cards are also
a good way to encourage people to invite friends and family to the cinema. It
is proven that people how receive a gift card are more likely to visit the shop
or attraction than when they didn’t have a gift card to the shop. Therefore by
using gift cards at my cinema I will hopefully attract more customers from the Great
Yarmouth area.
For my gift card I
decided to use the same design as my loyalty card. So, I copied the background
and text keeping the name of my cinema the same but changing the name of the
card from ‘loyalty card’ to ‘gift card’. I wanted to leave the front of the
card as empty as possible but needed to add one more text box in the top right
corner. This displayed the amount the card was worth. For my example design I
used £20.00, but decided I would have £10.00, £30.00 and £50.00 gift cards as
well. To help me understand what was needed on the back of my gift card I
looked at example gift cards on google. After looking at a variety of different
cards I found one that would work for the back on mine. Therefore I added a
metal strip, bar code, some information about the card and the address of my
business. However this all on the starry background didn’t look right so I
changed it to a white background and black text. (Design Ideas)
After working with
the starry background for my loyalty and gift cards, the background for my logo
didn’t look right, so I decided to change the background from the constellation
picture to the starry sky picture. Because I had changed my logo I then had to
change my business colours because my old colours didn’t match my new logo.
Using the same technique as before I picked out four instead of three colours.
This included black, white, dark blue and medium purple, which became my new
business colours. (Business
Mind Map)
As I mentioned
before I wanted my to use the different zodiac constellations as part of my
marketing idea, and with no time to design all twelve marketing posters I
designed just one in order to get an idea about what my marketing campaign
would look like. I decided to do the Virgo poster. To start with I go my
background. I used the same starry sky picture that I used for the background
for my loyalty card, gift card and my logo. This picture works really well
because no matter how small or large I make the image it doesn’t distort or
become unclear. I then copied the style and font of my business name and
changed the text to ‘Virgo’. In normal sentence case this didn’t look right so
I decided to make the letters all in capitals. Then on a different word
document I created my own zodiac constellation picture by using an image I
found on the internet. To do this I just used the line and star shapes on word.
First I put in the lines that join the stars together and then I used the star
shape and added a start at each point the lines changed direction. Next I
removed the shapes outlines and made them white. However white looked too
bright so I made the stars a light grey/dark white and the lines a little
darker to ensure that the stars stood out. I then grouped all the shapes to
make one image and copied it to my design document. Once I had the
constellation I placed it in the centre of my background. This left me with
enough space underneath to add the Virgo dates and that there is a 25% discount
available for those who have a Virgo star sign. I added this text in the same
style and design as I used for the card names on my loyalty and gift cards. Once
again I didn’t want to over crowd my poster so I decided I had everything it
needed on it and therefore I wasn’t going to add anymore. So I now had designs of my loyalty cards,
gift cards and my marketing campaign poster. (Design Ideas)
After looking at a
few different cinemas across the county I found that most charged between £5.99
and £11.99 for a ticket. So to work out my discount for people who had a
birthday within the current star sign. To work out the correct discount I also
had to think about my cinema ticket prices. So by using the following table I
work out how much my tickets would be and the discount that would be given to
customers in the current star sign.
|
Ticket price of:
|
Discount of:
|
Discounted ticket price of:
|
Yes or No.
Why?
|
|
£5.99
|
10%
|
£5.39
|
No - Not enough difference
between the normal ticket price and the discounted one.
|
|
£6.99
|
10%
|
£6.29
|
No – Not a big enough difference.
|
|
£7.99
|
10%
|
£7.19
|
No – Still not a big enough different
so I increased the discount percentage to 15%.
|
|
£7.99
|
15%
|
£6.79
|
No - This gave a bigger gap but it
still wasn’t big enough. So I increased the discount percentage again.
|
|
£7.99
|
20%
|
£6.39
|
No – Still only £1.60 of the original
ticket price. Tried increasing the percentage again before changing the
ticket price.
|
|
£7.99
|
25%
|
£5.99
|
Yes- By using a discount percentage of
25% the original ticket price went down by £2.00. which gave a discounted
ticket of £5.99 which works quite nicely.
|
Now that I had my
logo and marketing poster completed I began thinking about the signage I would
use on the building I was looking to purchase. As seen on the (Signage) document
the building has two appropriate places to put signs up. The first is centred
above the door. It is a large area so my marketing posters will hang there. The
second goes from one side of the building to the others and is directly above
the door. This is where I wanted my logo. But after going back to my logo I
realised that I had it as a square not a long rectangle. This meant I had to
come up with a design that would work. To keep with my theme I kept with the
starry sky picture as the background. I then had to add the name of my
business. This is when I remembered what I did for the name on my loyalty and
gift cards. So I copied the title text box from my gift card to in from of the
starry sky background and enlarged the font size till it filled the background,
this was size 80. I wanted to keep it simple so decided that was it for my
signage.
