The effect of the Orange Wednesday ecosystem

Cinema foyer

There is something really interesting going on in the movie industry… I can’t put my finger on it but something interesting is going on…

In America everyone is going nuts over Groupon to starting to offering movie tickets at a discount. I thought ok, so what, nothing new? We’ve had Orange Wednesday for years and thats has had a massive effect on the industry.

When I say massive I mean, Orange Wednesdays discount code has become the currency for discounts all over Wednesday. Pizza Express now have a 2 for 1 pizza Wednesday. And more locally theres quite a bit of discount on transport tickets and other restaurants for Orange Wednesday customers.

On top of this… The movie industry is coming around to this notion and have starting allowing films to be released on Wednesday. (remember the cinema week use to start Thursday with previews and Friday for the main day). For example Limitless

But the interesting part is that although the numbers through the doors are better on a Wednesday due to the discounts, the kind of people who are going are less of the serious film lovers and more of the general public (I would suggest). General public are great for sales but to be honest they tend not to be fanatical about films and therefor (I would once again suggest) are less likely to come back for another viewing or tell there friends. So overall the film industry will have to fight even harder to keep up the profits they have. They really think piracy is the problem but could it be the cinemas which are the silent killers or the last nail in there own coffins? Its a bit like Apple and Music industry with itunes.

The music industry was so hell bent on catching the music pirates and stopping computers from doing what there great at doing (copying), that Apple slipped in with pandora’s box which looked great to them all. What they didn’t know till later was that pandora’s box (or itunes as its better known), meant giving Apple a massive slice of the music industry… In the same way, the movie industry moving release dates to benefit the cinemas is not such a good move for themselves. (At least the groupon deal doesn’t include shifting the release dates, yet!)

Instead of fighting new technologies, they need to embrace it before someone else close by (like the cinema chains or a mobile phone operator) makes them irrelevant.

The irony is Orange’s cinema adverts are all about the deconstruction of films through humor and putting a mobile phone in where its not really wanted. Humor indeed but for whom?

Of course this is just my thoughts or suggestions and not the truth, you may disagree… But if you do please add a comment. I could be barking up the wrong tree but something is certainly going on…

Author: Ianforrester

Senior firestarter at BBC R&D, emergent technology expert and serial social geek event organiser.