Movie Theaters Rethinking the 'Kid Category'
Topic Market Segmentation, Targeting and Positioning
Key Words Target market, consumer products, product-related segmentation, demographic segmentation
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News Story 

The movie industry has long understood that the most profitable movies are those with a 'G' and 'PG' rating. With this in mind, marketers are now looking for in-theater promotional strategies that take advantage of the moneymaking potential of such films.

In particular, movie theaters are looking to redesign their concession stands with an eye towards targeting the "kid category." Industry studies have shown that the boost in sales at G and PG movies is directly attributable to kids' demands and the assortment of kid-related products at the theater. Creating theater concessions that attract and entertain kids during peak seasons of the year is an obvious way to capitalize on the research, and movie marketers say they hope to borrow a page from retailers' marketing playbooks when it comes to marketing to children.

Retailers in all consumer markets seek fun ways to appeal to kids. The kid category is very lucrative for companies since families are always looking to create good times and happy memories with their children; an outing at the theme park, ice-cream shop, or movie theater is fun for everyone. The local movie theater, in particular, with its big-screen magic and tasty treats, stands to benefit by making sure that its marketing efforts appeal to youngsters.

Questions
1.

According to the article, what can movie theaters do to maximize the selling potential of their concessions?

Source Anita Watts, "The kid category: marketing to the young makes business sense," Film Journal International, Dec 2004 v107 i12 p28(1).
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