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ETHNIC PROGRAMMING
In multicultural cities like Antwerp and
Brussels, Kinepolis regularly programs films
for a specific ethnic target group, such as
Indian Bollywood blockbusters and Turkish
hits. A Bollywood blockbuster attracts up to
5 000 visitors to Kinepolis cinemas in
Belgium.
In addition to innovations to enhance the movie
experience, Kinepolis also works hard to improve
the pre- and post-movie experience, and con-
stantly designs new shop and interior concepts
(such as the Leonidas Chocolates Café).
Due to their innovative infrastructure Kinepolis
cinemas are also ideal B2B-venues for conferences,
premieres and corporate events.
As regards content, a permanent offering of
eye-catching events and alternative content, such
as art, opera and ballet, complements the tradi-
tional film programming.
RELATIONSHIP MARKETING
As a film expert, Kinepolis is committed to
providing the best possible response to the
preferences of its visitors. Kinepolis is committed
to offering the ultimate movie experience, based
on a thorough understanding of its customers –
making use of an innovative digital relationship
marketing system – and a tailored offering. More
than 2.5 million customers receive film and event
recommendations via e-mail, based on their
personal preferences.
In the future Kinepolis is committed to further
investment in the relationship with its customers
through mobile and online services.
ACTIVE PROGRAMMING
The Kinepolis offering is not limited to current
international blockbusters. In recent years Kinepolis
has made the switch from passive to an active
programming. In doing so Kinepolis selects films
based on the preferences of its customers, which
means they can differ according to the complex.
Kinepolis’ goal is to offer something to each of its
target groups at all times during the year.
Mobile ticketing
Seat reservation
Kinepolis Dordrecht (NL)
Choosing a film on a smartphone
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KINEPOLIS GROUP
ANNUAL REPORT 2015
02 / ANNUAL SUMMARY