{"id":2082,"date":"2023-08-28T22:43:38","date_gmt":"2023-08-28T22:43:38","guid":{"rendered":"https:\/\/illuminated-text.com\/cb\/?p=2082"},"modified":"2023-12-06T14:14:38","modified_gmt":"2023-12-06T14:14:38","slug":"class-exercise-the-movies-prof-guide","status":"publish","type":"post","link":"https:\/\/illuminated-text.com\/cb\/class-exercise-the-movies-prof-guide\/","title":{"rendered":"Class exercise: The movies. PROF GUIDE"},"content":{"rendered":"\n

This is a good exercise to get them to think about the ambiguity of core benefits.<\/p>\n\n\n\n

With a little work it can be strung out into a good hour-long seminar activity.<\/p>\n\n\n\n

    \n
  1. Put them in small groups and give them their mission. Have them think first about how existing movie theatres weren’t disrupted by streaming:<\/li>\n\n\n\n
  2. You will get a lot of answers about “they get the big releases first”, but that doesn’t explain all of it (there are 2nd run theatres, and increasingly big releases go very fast to streaming). You will get answers about popcorn, etc. It’s overpriced and you can make it at home.<\/li>\n\n\n\n
  3. Give them a hint: \"A (right-click image to download. Image credit<\/a>)<\/li>\n\n\n\n
  4. Answer: The core benefit isn’t ONLY movies, it’s also a place to socialize, have an experience, etc.\n
      \n
    • Amusing line you can use: “It\u2019s why movies are such a classic first date. You meet someone who you might not like much, and you get to spend the first 90 minutes sitting in the dark being entertained by someone else, then afterwards when you DO have to talk to them, you\u2019ve got a ready-made topic to talk about (\u201cI love actor X\u201d)”<\/li>\n\n\n\n
    • Also, it\u2019s a safe public space. The alternative first date of \u201chey, come to my place and we’ll watch Netflix and chill\u201d has an entirely different meaning. [say this like it’s something we all know but don’t quite admit, and it’s usually good for a knowing laugh)<\/li>\n<\/ul>\n<\/li>\n\n\n\n
    • Having established the possibility of these additional core benefits, you get them back to focusing on 4 P’s, let them brainstorm, present to each other, etc.<\/li>\n\n\n\n
    • Coup de grace: Tell them about a real UK cinema chain called “The Light”, that really leans into a lot of these ideas by setting themselves up as a hang-out place as much as a purveyor of specific movies. They do this with:\n
        \n
      • A price (at time of writing) of \u00a310.95 for a prime-time movie but only \u00a316.95 per month for an \u201cinfinity pass\u201d (endless movies). So if you are going twice you might as well go lots of times and just hang out there<\/li>\n\n\n\n
      • They have big comfy spacious seats (not a given in the UK which has 60 million people packed into a tiny island), which is important for people to want to just keep hanging<\/li>\n\n\n\n
      • You can book the exact seat you want to sit in (front, back, aisle, with friends, on your own, etc), to remove various pain points (e.g., don’t want to have to climb over 30 people if need to pee in middle of 3 hour movie)<\/li>\n\n\n\n
      • They have nice lounges and snack bars that go beyond just popcorn and sweets\/candy for the show. These are places you can meet up and spend time in<\/li>\n<\/ul>\n<\/li>\n\n\n\n
      • If have extra time to work with, can ask them about whether any of the ideas they shared could build involvement too (with The Show and\/or just the cinema generally). This may come from ideas where customers are encouraged to dress up, or where the theatre hosts quizzes, sells movie paraphanelia (e.g. superhero costumes), etc.\n
          \n
        • If you want to go really crazy you can build this into a deeper point along these lines:<\/li>\n\n\n\n
        • The book talks about being involved in specific decisions (“should I buy X?”), but we can be involved in all kinds of things too, like activities, or brands – this is where we transition into enduring involvement with hobbies or brands or other forms of lasting enthusiasm<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n\n\n\n

          <\/p>\n","protected":false},"excerpt":{"rendered":"

          This is a good exercise to get them to think about the ambiguity of core benefits. With a little work it can be strung out into a good hour-long seminar activity.<\/p>\n","protected":false},"author":1,"featured_media":2074,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[1],"tags":[],"chapter":[3],"exclude_from_index":[15],"class_list":["post-2082","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","chapter-1-decision-making","exclude_from_index-exclude-from-index"],"_links":{"self":[{"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/posts\/2082","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/comments?post=2082"}],"version-history":[{"count":2,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/posts\/2082\/revisions"}],"predecessor-version":[{"id":2085,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/posts\/2082\/revisions\/2085"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/media\/2074"}],"wp:attachment":[{"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/media?parent=2082"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/categories?post=2082"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/tags?post=2082"},{"taxonomy":"chapter","embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/chapter?post=2082"},{"taxonomy":"exclude_from_index","embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/exclude_from_index?post=2082"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}