Case Studies: Blackhawk Movies 7, Danville, CA

Sitting smack in the middle of what many might consider a "gold mine," this affluent neighborhood theater complex may not be as fortunate as one would think!

The 2000 census reports the average household income for the 3300 or so households immediately surrounding the complex is a whopping $137,000 annually. Thirty percent of these families top $150,000, or more. Thirty-five percent have children. With these numbers, there may be lots of homes with their own personal theaters (60% of them exceed half-a-million dollars in value)! To keep its seats warm, we suspect this venue is having to reach into distant communities for lots of its customers. 

Plus, the seven or so screens at the "older" complex are paled by the monster mega-plex 16-20 screen theaters going up in surrounding communities. While the facility is in excellent shape, and the seats are very comfortable - there are some minor glitches. With two box offices standing ready to alleviate lines, only one was functional during our late August visit. It seems a computer tie-in during a recent remodeling left one standing silent, although repairs are on the calendar. This wasn't an issue during our visit, but long waits to buy could turn off the type-A needs of affluent locals, and those who drive the extra miles to get there. 

With movie ticket prices soaring throughout the area (perhaps to help pay for the new "flick" temples), this theater has found some niches. For one, it prices weekend shows just enough lower to pull in bargain hunters who balk at the limited week-end discounts found elsewhere. About $.50 per ticket lower for all matinee shows, the big difference is Blackhawk carrying its weekend matinee prices up to 5:00 pm - while others lop off the bargains at 2:00 pm. We suspect these moves are pulling in business from elsewhere, especially for a hall located in a neighborhood where weekend afternoons are filled with other family pursuits. On week days, they drop the first matinee to $4.00, in continuation of their competitive pricing strategy. 

Blackhawk also adds a theatrical touch to its phone information line, with "NicK" - the new manager - enthusiastically announcing shows, times and prices in a clear and understandable way. If you've ever called a theater and endured the mumbling babble of some poor employee tasked with making these recordings, you'll know what a difference a well-done sound track can mean. We sampled four of its surrounding competitors, and Blackhawk Movies 7 won the prize. It also quickly answers its direct line, giving fast information on specific questions. Now here's a new idea!

With "drop dead" concession prices at competitors requiring a second mortgage to enjoy some refreshments, Blackhawk seems to be bucking the trend here, as well. The posted prices, while not for the stingy, seem to be better than most. The fast-moving lines reflect this, as well. Unless a theater is packed to the rafters, shooing away extra income with exorbitant snack pricing is just poor business. 

Another plus is the Blackhawk staff. These folks seem to recognize humans are their customers. They actually speak to you! Even the young chap cleaning up the theater apologized for the momentary delay, and told the appreciative audience about to enter when his job would be completed. "Nick," the new manager, was walking the floor in his spiffy attire to make sure things were going smoothly. He was also "talking" to customers.

Part of the Cinemark Theater chain, this theater - with its comfort, almost "seat-side" parking, reasonable pricing - along with first run films - is well worth the adventure to get there. Even the boulevard - Sycamore Valley Road - that stretches a long drive through the neighborhoods from the freeway, has been recently repaved to give an almost "ethereally" smooth drive through a slice of America's most attractive places to live. Bulls, cows and horses graze the hills right next to million dollar residences.

To visit this theater's web site click here. To hear Nicks enthusiasm announcing the shows, dial 925-736-0368. To hear a competitor's audio, dial 925-687-1100.

These days, with all the new competition - the phrase "let's go to a movie" is becoming "let's make a choice." Like cable TV has done for broadcasting - the market has been sliced and diced to appeal to very distinct target audiences, with higher prices reflecting more choices. To keep their seats warm - theaters are facing the music, as they differentiate themselves to capture the choosers. We think Blackhawk 7  is accurately reflecting this.

No matter your choice, the battle for business is making the movie experience a great deal better - once you're over the "sticker shock." Perhaps this industry - dependent on subtle differences that make or break the overall experience - is maturing to recognize the values of good marketing and old-fashioned customer satisfaction.

There's lots left to do, however. Movies (and most retailers for that matter) are missing the opportunity to find out where their customers actually come from, and how to communicate with them later. A simple incentive (a free drink for example) could capture this info (e-mail address and 9-digit zip code) so marketing could be closely targeted and right on the mark. We think this is just over the horizon.

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