Continuing our series looking behind the scenes at suppliers to the hospitality market, we catch up with Majella Griffin, general manager, Filmbank
Q What is the company's objective?
A Filmbank provides the widest range of movies to hotels in a premium release window just 10-12 weeks after cinema release and before they are released on DVD or to pay TV. Filmbank works with hotel chains, individual hoteliers and technology providers to deliver a Hollywood experience to guests that resonates with them and reflects the personality of the individual property and the hotel brand. Filmbank also enables smaller properties, under its DVD Concierge Licence, to be able to host a DVD library for their guests' use.
Q What are the current issues facing your hotel customers?
A The biggest issue facing our hotel customers is the economic downturn and its effect on occupancy and falling revenues. The issue of discounting is always difficult. Adding value and promotional offers are therefore extremely important. We believe that in-room movie packages and promotions present a huge opportunity for hotels.
Q How do you help them address these issues?
A We believe there are opportunities for hotels to increase ancillary revenue. Filmbank has the marketing collateral to help promote any package or movie campaign via the press, email and post, as well as on-site and with third-party partnerships.
Q What are the questions your customers ask most regularly?
A One of the main questions hoteliers ask is how soon they can play blockbuster movies in their hotels. Due to Filmbank's relationship with the film studios, most movies are available in the premium ‘early window' period, which means hotels are one of the first places guests can see a film if they've missed it in the cinema, which is an ideal hook for a promotion.
The other question we're being asked more often is whether we provide foreign-language films and if we supply movies in different languages. The answer is yes - Filmbank currently offers more than 16 different language versions. We also have just signed major Bollywood distributor Eros and FM + E, producer and distributor of titles with many foreign film awards. This means Filmbank now also provides a huge catalogue of Bollywood and world cinema films, creating opportunities for hotels to run more themed weekends and events.
Q What do you believe will be the next big trend in your market?
A The idea of promotional packages around entertainment and movie titles is one we strongly believe will be the way forward, as well as informing guests what is on offer before their stay via hotel websites and email confirmations as well as on arrival.
Filmbank's recent research revealed that there is a disparity between what guests want to know about movies in hotels and what hoteliers think their guests want. We believe the next big trend will be the bridging of this gap. For example, recent research revealed that 70% of hotel guests want to find out about the movies they can view in-room before they arrive, yet 60% of hoteliers do not see the benefit of promoting in-room movies on check-in. Clearly this is an area that is ready to be capitalised on, and we believe our work with hoteliers will help raise awareness of the great movie content on offer, as well as assisting them to increase ancillary revenues.
Q Long term, where's the business going?
Company name Filmbank
Address Warner House, 98 Theobald's Raod, London, WC1X8WB
Tel: 020 7984 5975
Area of operation International
Products Hollywood, Bollywood, world cinema, indie cinema
Market sectors Hotels, guesthouses, B&Bs, bars, pubs and restaurants
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