NCM needed insight to become the experts on movie-going fans, determine how to develop the cinema experience of the future, prove to advertising partners that this medium is worth spending their dollars on and build a stronger relationship with movie studios.
To access their hard-to-engage audience they turned to Vision Critical. Doug Pulick, SVP of Strategic Insight and Analytics, and Chris Tesoriero, Custom Research Manager, created Behind the Scenes (BTS) comprised of 5,000 frequent movie-going fans.
This audience is typically challenging to find and engage through more traditional approaches, so having fast, agile access to a group of opted-in fans who want to help build the cinema experience of the future is a big win for NCM. With a 20% response rate and 74 studies in 2018, they are able to deliver a scale of insight for product and service decisions, their ad sales team, advertising partners and studios that were never possible before.