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There Is A Threat That By Offering Alcohol In The Cinema, The Problems ...


There is a threat that by offering alcohol in the cinema, the problems associated with anti-social behaviour could follow.

Appendix 4 - Market Segments
When assessing the market segments, it is important not to focus too narrowly. While the Gold Class cinema concept may seem to appeal to only a niche market, the fact that most, if not all, adults in the country have been at some point in their lives been to a cinema to see a movie means that those potential customers already share a common conceptual language making it much easier to appeal to them. It is much more difficult to appeal to someone and have them try something they have never done before.
As noted above, the percentage of people who often go to the cinema drops off sharply from the age of twenty five. One of the reasons for this is that the choices of entertainment available as people become older increases and the impression of cinemas is that it is the haunt of teenagers who aren't old enough to get into bars.
However, this is the segment of the market with the most disposable income, who have happy recollections of going to the cinema as youths and are now expect a more grown up experience when going to the cinema. This is the market segment to which Gold Class aims to appeal.
Appendix 5 Australian Gold Class Sample Menu

BIBLIOGRAPHY

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Greater Union, Gold Class Cinema Menu, taken from http://www.greaterunion.com.au/goldclass/moviemenu.asp, last accessed 14th February 2007
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Is VIP cinema seating needed?, taken from http://www.themovieblog.com/archives/2005/04/is_vip_cinema_seating_needed.html, last accessed 11th February 2007
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Want to be a cinema owner? Read this first, taken from http://www.themovieblog.com/archives/2004/12/want_to_be_a_cinema_owner_read_this_first.html, last accessed 11th February 2007
Wilinsky, B.


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