Smell, being our most powerful and influential sense, is directly linked to emotions which can stimulate different moods and create memorable experiences. Personal experiences are crucial in increasing patron retention rates. It is imperative to entice consumers into cinemas and live theatre productions while competing with the rapidly growing online streaming services.
“THE PRESENCE OF A SCENT CAN POSITIVELY INFLUENCE MOVIEGOER EVALUATIONS OF A MOVIE THEATRE”
Prof. Jose M C Verissimo
In the bustling cities of Sydney, Australia, and across the globe, theatres and cinemas are not just about showcasing films and live productions; they’re about creating an immersive experience. With the challenge of competing against online streaming services, it’s crucial for cinemas and theatres to offer something unique. This is where the power of scent comes into play, transforming a visit to the cinema or theatre into a memorable experience.
According to a study by Prof. Jose M C Verissimo in Portugal, the presence of a carefully chosen scent in a cinema or theatre can significantly enhance moviegoer and audience evaluations. This study revealed that patrons in scented environments perceived the quality of a production more positively, were more inclined to spend on concession products, and showed a greater intention to return. Interestingly, audiences in scented cinemas and theatres also perceived ticket prices as more reasonable compared to those in unscented environments.
The use of scent in theatres and cinemas is about more than just creating a pleasant environment; it’s about enhancing the overall experience. Whether it’s a modern classic film, an advance screening of a movie starring Emma Stone or Andrew Scott, or a new twist on a beloved story featuring stars like Jacob Elordi, the right scent can make the experience more engaging and memorable. It can turn a simple movie night or theatre visit into an extraordinary event.
Cinemas and theatres are constantly adapting to cater to diverse audiences. From family-friendly movies for kids to big-screen comedies for a broader audience, the goal is to provide an amazing experience for every viewer. Select cinemas in Sydney and other major cities are now offering advance screenings of highly anticipated films, attracting movie enthusiasts who love to watch the latest releases.
In conclusion, theatres and cinemas are redefining the entertainment experience by integrating scent marketing into their environments. This strategy not only enhances the ambiance but also positively influences audience perceptions, making each visit to the cinema or theatre a unique and enjoyable journey. Whether it’s for watching the latest blockbuster on the big screen or enjoying a live production, the right scent can make all the difference in creating lasting memories.
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A study in Portugal by Prof. Jose M C Verissimo showed that patrons were positively influenced by scent when evaluating the quality of a production, spending on concession products and intention to return to a theatre. Through this study it was noteworthy that audiences in scented cinemas & theatres considered prices to be significantly cheaper than those in unscented environments. Overall Prof Verissimo found that scent can create positive and memorable associations with a theatre environment or the quality of a production.
Pure essential oil based fragrances are produced from pure plant extracts to enhance psychological and physical well-being. Unlike synthetic based fragrances, our oils are far more effective at influencing the subconscious and emotional decision making. Our fragrances do not contain proteins, polypeptides or amino acids meaning our essential oil fragrances are non-allergenic.
Book a FREE consultation and together we can make scents of your business with a tailored essential oil fragrance to create a first-class aromatic environment.
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