Event Cinemas (previously SKYCITY Cinemas) wanted to provide a
fast, convenient method of online ticket purchase, while providing
better options to choose or compare session times and viewing
options.
The range of different viewing experiences, from Bollywood to
Baby-on-Board, needed to be promoted in a way that communicated the
experience to viewers. Options to buy food in advance with tickets,
loyalty and other clubs, detailed cinema descriptions, configurable
locations, and many more features made this an extensive project.
The website integrates with the Vista Entertainment System to
provide ticketing and session information from the Cinemas.
Rebranding from SkyCity to Event Cinemas in June 2010 was a
straightforward process thanks to the flexible design of the site.
Images shown in this case study show the original SKYCITY
branding.
A customer survey identified several different ways that people
use the site, from browsing and printing session details, to making
a quick ticket purchase to guarantee seats or avoid queues.
User testing showed that people preferred a movie oriented view
initially to a cinema oriented view, so the home page shows all
movies by default, and allows the user to filter them by rating or
cinema.
We wanted to make the most important options easily available
from the home page, without allowing it to become cluttered or
confusing. A neutral colour scheme with a white background
was chosen to work with the bright colours of the site-specific
advertising and movie posters. Promotions for the Gold Class,
Digital 3D, and other Experiences were treated in the same way as
the latest movie details, with bright colours and dramatic
images.
Fast online ticket purchase
The Quick Tickets module is prominent in red at the top left of
the page, so those people wanting to book tickets in a hurry can do
this immediately. Using Quick Tickets, the user can quickly either
buy tickets or compare the sessions available at different cinemas
within a specified date and time period. Ajax controls make this
interactive module quick and responsive.
Quick Tickets updates as the user selects movie, cinema, date,
and time. If the user has chosen a single cinema and time, the Book
Now button allows them to buy tickets immediately. If they have
chosen to compare sessions, the final choice can be booked directly
from the results.
Events and Experiences
Part of the brief was to make the special experiences which
SKYCITY Cinemas offer more prominent and easier to book.
Experiences such as Gold Class, Digital 3D, and IMAX are now listed
with standard movies, with the sessions highlighted for easy
identification.
Each of the Experience pages were designed to convey the
excitement and enjoyment of that particular experience. Phosphor
designers worked with SKYCITY Cinemas Marketing Team to choose and
commission photography which was then heavily treated to add more
impact and to suit the design of the site.
The Events and Experiences presented are based on the location
of the user, which is automatically assigned and confirmed on first
entry to the site. The user can change their city at any time to
view Experiences available in other locations, and National Events
are also listed separately.
Detailed cinema descriptions
Detailed cinema descriptions are are available to allow for
easyaccess to information, location maps, and cinema specific
offers and events.
The Result - a successful website
Ticket purchasing on the site is now fast and easy. Experiences
and Clubs are attractive and easy to promote, so customers are now
aware of the wide range of choices. Cinemas employees and the
general public have said great things about the site and usage has
increased.
