How do Vue, Odeon and Cinema City use different strategies to appeal to specific audiences?

 We did research on Vue, Odeon and Cinema City and how they are different, the results are shown in the table below. I then used this data to explore how the cinemas use different strategies to attract specifc audiences.

 The cinemas Vue, Odeon and Cinema City are cinemas which compete for specific audiences in the city of Norwich. They attract their desired audience by varying location, the genre of film shown, the price, the schemes they run and various other strategies.   

  Vue cinema is an affordable eight screened cinema situated in The castle mall, Norwich. Vue cinema is aimed predominantly at younger generations- from young children and teenagers and their families to young adults and friends. Vue offers several gimmicks and devices to increase sales of film including a "kids AM" scheme, "orange Wednesdays" and two for one promotional offer making the cinema experience seem more appealing. Vue also offers bean bags situated at the front of the cinema at a slightly lower price for teenagers with less money and also provides Premium seating for people willing to pay a bit more. Although Vue offers gimmicks aimed at younger people they also provide promotional offers for people over sixty and offer an over 18 scheme. 
   Odeon is 14 screen cinemas at the riverside leisure complex; it is much longer walk for often "lazy" teenagers and is surrounded by nightclubs and bars implying that the audience should be young adults. Although Odeon is considered more expensive unlike Vue they provide cheaper snacks in bulk and separately, Odeon offers a bar providing main meals rather than the fast food aimed at younger children. Another strategy Odeon uses is by providing a greater number of films with an average of 24 showing per week, this allows Odeon to appeal to a wider audience as they can provide many more mainstream films. 
    Cinema City however is extremely different to the other two cinemas; it is not considered a chain cinema but is in partnership with Picture House which is a company that provide money for independent cinemas in old buildings. Much like the other cinemas it does provide food, however it offers more sophisticated dining with a restaurant next door as well as providing the usual snacks which appeals to an older generation as they are able to sit down and enjoy the experience. Due to the small amount of people who go there Cinema City merely have three cinema screens which show just ninety four films a week, this tells us that they must aim for a different smaller audience. Also it is located far away from any leisure complex and shopping mall which makes it more appealing to the older generation or those who prefer a more peaceful, quick and secluded cinema experience. Cinema City also provide several schemes to gain more money and to target several other audience types, for instance they offer "Big scream" which is a cinema experience for mothers and children with low light in the auditorium and available changing facilities. This would attract many mothers as they often have to worry about finding a babysitter and the children causing disturbances and at "Big scream" they wouldn't have to worry. Another scheme they offer is "Vive le cinema", this would appeal again to adults or older people as they are able to re-live films they have seen in the past.

    From this we can conclude that all cinemas use different strategies to suit and appeal to different audiences. Odeon and Vue are chain cinemas it implies that mainstream cinemas aim at large audiences where as independent cinema is aimed at a more niche audiences. Vue cinema is suited to young adults as they are able to just "drop in" when they wish and generally have less money. Odeon's audience is slightly more sophisticated and older however it is still what I'd class as a hit driven cinema. Where as Cinema City is aimed at an older audience who prefer a quiet environment.