Christopher Campbell discusses chain loyalty
In a new post, Christopher Campbell blogs on our preferences for certain chains.
Do you have any brand loyalty when it comes to movie theaters? I ask this because of the recent news that former Starbucks exec Gerald Lopez has been made head of AMC Theaters, the second-largest cinema chain in North America. Of course, Starbucks may not be a company you think of in terms of loyalty so much as addiction, since people primarily seem to go there either because the coffee chain has taken over their market or because it hooks them with higher doses of caffeine. But thinking of analogous ideas Lopez could implement at AMC, perhaps we’ll soon be eating narcotic-supplemented popcorn?
Jokes (and fears) aside, I used to think of movie theaters as having no more brand loyalty than movie studios. But at least you’ve probably always known what chain owns your favorite (or only) local cinema, whereas you might not know what studio produced or released the last film you saw (you might not even know who made your favorite film of all time). For most people outside of urban areas, there isn’t usually a choice of where they see movies. Growing up in Southern Connecticut, for instance, I basically only had Loews or National Amusements to pick from. Now there is a bit more variety there, but not a lot – not that anybody notices his or her limit, anyway. It’s not as if there are nationally broadcast TV commercials for Cinemark or Regal that have moviegoers wishing they had those chains nearby to try out.
Read the full story at First Showing.