Unit 2 Research for Starlight ClassicsWhat is a pop up cinema? A

Unit 2 Research for Starlight Classics

What is a pop up cinema?

A pop up cinema is a temporary or mobile cinema that can be “popped up” out of nowhere in different locations such as fields or rooftops. In most cases pop up cinema businesses are often much smaller than the average cinema business.

What is needed for to hold a pop up cinema event?

A large screen, the price of this is hard to estimate since there is so many different sizes and types.

For an average sized inflated screen, about 30 foot, is about ?11,000 to own. Companies can also hire screens for the day for much lower prices, they can also hire packages which include things like projectors and other things for the event.

A projector, the cost of a good quality projector can range from $1000 anywhere to about $60,000. The most common price I was able to find for a high quality reliable 4K projector was ?2000 which currently is equivalent to $2600

A sound system, depending on how big the event different sound systems would be needed because they would be better for different amounts of people.

This means a good quality sound system for an audience of about 2000 people would cost around about ?15,000, this includes amplifiers, speakers and more and should be able to easily connect to a blue ray or DVD player.

A DVD or Blue Ray player, for a professional blue ray player which can play screenings in high resolutions such as 4K. For a high quality blue ray player you would expect to pay roughly ?300-?500.

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Competitors: Pop up cinemas will have many competitors and most of which will be earning much more since pop up cinemas are a very niche market

Netflix and other online streaming services; these services are used by paying an amount each month to use them. Streaming sites include Netflix, Amazon prime, NowTV and HBO. The prices of these services cost roughly ?7 a month. Therefore meaning that a lot of people would rather stay in at home to watch movies and shows since it can be a lot cheaper and comfortable. The live streaming industry is now worth $10.1 billion and is expected to increase by $3 billion in 2019.

Cinemas; Cinemas are the biggest competitors for pop up cinemas, they are a lot more prominent in the UK since there are so many more all over the UK. Another reason that cinemas can often do a lot better than pop ups is because they are indoors and don’t have to worry about the surprise effect of rain or being cold outside. The cinema industry is the main component in the box office industry which is worth over $41 billion. There’s little research for just the cinema industry and even less for pop up cinema’s so there’s no telling exactly how much of the film industry’s worth is due to the pop up and regular cinema.

Competing pop up cinemas;

Luna cinema; The Luna cinema prides itself as being the UK’s leading pop up cinema with it provide films such as bohemian rhapsody, The greatest showman and A star is Born. These movies are known for the songs they have within them and are great for a sort of singalong movie night with a big crowd outside. Luna cinema also always shows a “big film on a large screen in a beautiful and prestigious setting. They have always made their movies experiences outside and under the stars creating an amazing atmosphere. They also host all their showings in London meaning that they have a huge audience and a large demand to be included in their experiences. They usually operate in the time between 18:00-23:00. The showings are always in the summer as too make sure that the outside isn’t too cold for the people watching the movies, usually between the months of June and September. Prices for the Luna Cinema range from ?15.00 to ?17.50 per ticket dependent on the day and they only sell general entry, meaning they have no VIP service like other pop up cinemas.

Location; Wimbledon Park, Tooting Common, Crystal Palace Park, Alexandra Palace, Kenwood House, Wandsworth Park, Chiswick House & Gardens, Kensington Palace, Victoria Embankment Gardens, Hampton Court Palace, Westminster Abbey, Victoria Tower Gardens, Old Royal Naval College, Royal Botanic Gardens, Battersea Park, Cardiff Castle, Fulham Palace.

Rooftop film club; This pop up cinema is unique to most other pop ups, mainly because of it Is on the roof, similarly to The Luna cinema its based in London which mean there is a high demand to be able to come to one of these events, secondly the amount of people in the venue is significantly lower than most other pop up cinemas meaning that it drives demand up exponentially and therefore creates the idea that this is a very exclusive and high class event only for the elite. The rooftop film club is also different to most other pop up cinemas since unlike most businesses it doesn’t use the word cinema in its name but instead film club which can be thought of as being more exclusive since not everyone can easily get into a club. Secondly the rooftop film club also has a large amount of security and every person must be checked and searched by security to ensure everybody’s safety. The overall goal for this pop up cinema is to create great experiences for people with cult classic movies and new blockbusters all while providing an amazing view of the city of London.

Location; Many different locations worldwide including London, San Diego, Los Angeles, Houston and New York.

Things to do

Marketing mix

Pestle and swot

Advertising prices, newspaper, leaflets, posters

Extra information for pop up cinemas;

The first outdoor cinema started in 1916, Berlin, Germany

Leaving the EU would negatively affect the cinema industry since there would be a lot more documentation needed to show international film since there would be more restrictions on showing foreign movies.

Most pop up cinemas can be harshly affected by the weather so the season in which they show the films is very important, this is why a lot of cinemas triumph over pop ups since they can operate throughout the whole year.