UX design

Cinema Experience

Immersive experience of film soundtracks

How can we enhance the role of music and its power during a movie experience ?

Brief

In order to anticipate a drop in cinema traffic of the 16-25 year old age group, imagine how cinema can convince them to come back more often

Problematic :

"How can we bring something new to the cinema, improve user experience in order to attract more teenagers ?"

Research

Hypothesis

Movies in theatre don’t match their expectations
People in theatre are disrespectful
They don’t like going to the movies alone
Cinema is not worthy enough

Qualitative study

semi-directive interview

We interviewed 10 people between 16 and 25 years old. Here 3 of the main informations retained :

-25 years old

favorise streaming platform instead of cinemas

Money

A recurrent frustration

'Netflix & chill'

They prefer the convenience at home

Importance of outing with friends

Cinema allows a better immersion within the film

Streaming is usually when they are alone, at home

Quantitative study

directive interview

We interwied 100 people between 16 and 25 years old. Here 3 of the main informations retained :

They wish to know more about the movie

The worth is related to the duration & frequency of the outing

Scpetical about upcoming movies (not sure they'll like it)

Analysis

After analysing data of our research and identified clusters, I made up 2 personas with their User journey.

Insight

"I like to go to the movies with my friends and enjoy some time together but it's not worthy enough."

Persona & user journey - Andrea

Persona & user journey - Nicolas

Solution

A sharing room to discuss about the movie.

It allows to extend cinema experience and reinforce the outing between friends and discovery of a movie.

Our goal : Help ensure a cost-effective experience by extending this cinema experience with friends.

Each room dedicated to one movie
Talk about it with friends and meet other people
Learn more the movie : behind the scene, making off...
Play a little quizz on your phone with friends (Qr code on tables)
Shop of merchandises and little bar

Digital display

Important & famous scenes, interviews, behind the scenes with subtitles. (There's QR codes to get videos on your smartphone with sound)

Black room

Little black room who will shows a short movie from 10 to 15 minutes about this movies, we could see deleted scene, important informations, making off

Exhange areas

A chill place to feel like home. Where they can discuss and debate about this movie.
On each table a QR code will be display to play a quizz about this movie.