The integrated iPhone App and website for the Broadway Cinema began with an inspired ‘elevator pitch’ using a foam-board mock-up of the (then yet to be released) Apple iPad.
What transpired was the development of a fully integrated approach to Broadway’s online presence, incorporating both web and mobile and a complete rethink about the venue’s marketing strategy, including back-office processes and improved integration of their Newman ticketing system.
Thus began several months of user-interface design (UI) and user experience (UX) testing prior to website build and iPhone App development involving key stakeholders including the Broadway’s management team, the board of directors, cinema members and casual visitors to the venue’s bars and café.
I worked with a fantastic team consisting of Audience Development Officer Andy Batson, Creative Strategist Mike Conwill, Marketing Consultant Lavanya Sivakumaran and Cuttlefish Developer’s Anthony Dickens and Jude Venn. All aspects of Broadway’s branding, design and business objectives were carefully considered. The result is a truly remarkable solution that turned Broadway’s existing web strategy on-it’s head and positioned them as one of Europe’s leading independent cinemas and digital arts venues.
Paul Fillingham reveals Broadway's integrated website and iPhone App to cinema members
One of the key elements being the development of Broadway’s ‘bSocial’ online community (based on the Cuttlefish cSocial CMS Platform) which ‘glues’ the website and iPhone App together. The whole website is content managed by Broadway and there are some really clever features, such as the ability to change the Broadway’s familiar colour-bar branding each month. Both website and iPhone App are automatically updated with new films and events from the Newman ticketing system and there is also secure merchant eCommerce integration to facilitate credit-card payments.
On a personal level, it is immensely satisfying to have given something back to the Broadway Cinema, as my experiences there as a teenager were so influential. – Paul Fillingham.
Broadway CEO Steve Mapp made a brave decision to go for an integrated web and mobile solution. That decision has delivered dividends in terms of increased customer loyalty, staff ‘buy-in’ and most important; increased ticket sales and footfall. With further developments in the pipeline, we expect Broadway’s digital and online presence to go from strength to strength.
Visit: Broadway Cinema
Article: Broadway your way Nottingham Trent University Review
Article: Successful Broadway iPhone Launch Cuttlefish Multimedia
Download: Broadway Cinema App for iPhone
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