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| Author | Zoe Aresti |
Carol Welch, Odeon’s managing director for the UK and Ireland, speaks to Marketing Week about why Odeon is going back to its roots to rejuvenate the industry and accelerate growth.
Welch said: “You only need to take a journey into work to see that people view more and more content on the tiny screen – which is on an iPad or a mobile phone – but it doesn’t compare to cinema. What cinema can really capitalise on, and the reason it continues to grow regardless of all the digital world around it, is that it creates a completely immersive experience.”
Welch joined Odeon a year ago and has since organised a plan to renovate cinemas and simplify marketing, and has launched Odeon Luxe, the cinema’s premium experience – all of which she says is going back to the brand’s purpose.
“We have really focused on making sure that our purpose and our vision is right at the heart of what we do – which is to create inspiring entertainment for every one of our guests. We’ve really taken a step back and prioritised the guests’ journey and what they want from a cinema visit, and a lot of our time has been spent thinking about how we introduce and upgrade the guest experience, not just in our Luxe cinemas but also in our core estate,” she says.
Luxe is only available across seven cinemas and two IMAX screens in Scotland, Leeds and London, all of which have more space, handmade seats and extra food and drink offers. It’s part of a concentrated effort to make going to the cinema more of an event. “We’ve refurbished them to include fully-reclined seats – a first in the UK – a new bar and upgraded the service skills of our team members for our guests. It’s an exciting journey,” said Welch.
She added: “I’m very confident that all of the changes we’re making to improve the experience in our cinemas are in line with the trends that we see and what our guests are telling us.”
Read the full interview, which first appeared on Marketing Week, here.