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| MovieClubOnline founder Roger Brooks |
Turning casual American moviegoers into frequent ones may seem like a lofty goal for one man, but over the past three years MovieClubOnline founder Roger Brooks has made great strides toward reaching that goal. His Internet-based movie club's strategic partnerships have enabled thousands of members to receive discounted movie tickets and related items, including video rentals, video/DVD purchases, memorabilia and more. Here, Brooks talks about how he developed his idea and his plans for the future.
Jennifer Wood (MM): When and how did the idea for MovieClubOnline come about?
Roger Brooks (RB): I founded MovieClubOnline in January of 2000, after working in the loyalty and rewards arena for seven years prior. One of the main things I took away from my former employer, Dine-A-Mate, Inc., is that consumers respond to subscription services that hold value. At the time, there were very few companies operating in an online environment which actually charged for a service. Our management team was confident that our model would work given the proper marketing channels. Hence, we partnered with some of the largest theater and video stores in the country and put the wheels in motion.
Most of the calendar year of 2000 was trial and error while we built out our technology infrastructure. January of 2001 was our official launch of the site we showcase today, though there were many changes along the way.
MM: Briefly, can you explain what it is that MovieClubOnline does?
RB: MovieClubOnline offers a full year of benefits to members that enroll in our subscription-based service. The membership fee ranges from $30.00 to $50.00 per year and members can then purchase movie tickets and video rentals at special member prices. Typically, our members save up to 40 percent off regular box office and retail prices. Much of the discount our members receive is based on where they are located geographically. For example, our members in New York City or Los Angeles will receive a greater discount than members who live in smaller cities. The reason is that tickets and rentals are more expensive in these markets.
Our members must purchase tickets in books of 10 and they are sent Priority Mail typically within 48 hours. Members can then use their tickets for up to one year at a particular theater chain. Members also receive free tickets upon joining and are able to earn free tickets based on spending. Members that place one or more orders per year with our service will save money and have the convenience of having their pre-paid tickets on hand.
MM: What did you hope that MovieClubOnline could offer individuals that other companies weren't?
RB: Our intent was to create the first ever nationally based program that would reward consumers that frequent movie theaters and video stores. As an individual, I may be able to enroll in a similar program for an individual theater or video store, but not able to enroll in a program for one-stop-shopping.
MM: Besides discount movie tickets and video rentals, what are some of the other benefits that MovieClub offers?
RB: MovieClubOnline also offers discounts on DVD and VHS movies, music, posters and movie merchandise. In addition, we offer movie showtimes, reviews, trailers and all the latest movie news.
MM: How did you first get the word out about MovieClub?
RB: MovieClubOnline began by advertising in the form of banner ads, links and e-mail. By being able to partner with companies such as MP3.com, iWon.com and CommissionJunction.com, we were able to break into the marketplace and build a customer base. As time went on, we were able to capitalize on larger and more strategic partnerships. Today we have a presence on more than 1,000 Websites and customize our service for many of our partners.
MM: How many members do you currently have? And who are these people in terms of geographic area, age, occupation, etc.?
RB: We currently have members in every state throughout the country and reach tens of thousands of consumers on a weekly basis. Our members come from all walks of life, but they have one thing in common: they all enjoy movies. A majority of our members are located in large cities and are between the ages of 25 and 50. Our goal is to take casual moviegoers and turn them into frequent moviegoers. We want people to see more movies for less money. If they use our club, they'll do just that.
MM: A large part of your business depends on strategic partnerships. Who are some of your current partners?
RB: Some of our current partners include AT&T Wireless, MyPoints.com, Quixtar, AVON, Classmates.com and BankFirst.
MM: In what ways is MovieClubOnline still evolving and changing? What are some of the additional benefits you're looking to offer to club members in the near future?
RB: The MovieClubOnline team is continuing to strive to provide a better service and benefits to our members. In the near future, we'll be adding benefits to the club, which include items such as the Zagat Survey Movie Guide, discounts on concession items and personalized membership cards.
MM: What's the one thing people are always surprised to learn about your company?
RB: I think many people are surprised at how easy the service is to use once they place their first order. Unlike many other membership clubs, MovieClubOnline encourages our members to utilize the service as often as they wish. The more our customers use the club, the more they save.
For more information on joining MovieClubOnline, log onto http://www.movieclubonline.com