Hellon co-created an innovation process in order to engage both customers and employees in the CinemaLab. The CinemaLab pilot project resulted in 270 ideas gathered from employees and customers, leading to three implemented concepts.
Interviewing Finnkino employees
The project began with gathering insight, observing everyday life in Finnkino cinemas, and interviewing staff and customers. Throughout the pilot over 300 customers were engaged, through observation, interviews and workshops.
It was quickly established that there was no lack of ideas amongst Finnkino theatre employees. But the challenge in their daily work was getting ideas in front of someone with enough decision-making power to take them forward.
First CinemaLab workshop
Hellon brought together insights from employees and customers, gathering and creating a staggering 270 cinema experience-related ideas. Based on the idea’s potential effect on the customer experience, on cinema visit frequency, or revenue potential, the ideas were evaluated jointly by employees and customers. The 55 that scored highest went into further development.
From idea to implemented product. The idea for the fixed-price candy cup was derived from a real customer need – parents need to closely monitor how much candy their children consume.
Finally, 12 ideas were chosen for a two-week test period in two cinemas. Among the ideas were the Fixed-price Candy Cup, a children’s VIP Birthday Experience, Theatre Welcome Speech and Movie Trivia.
These 12 ideas were prototyped and their success measured, in order to validate their business potential. After the two-week testing period, the ideas and concepts were judged as either a success, as having a fair potential, or having no business future at all.
Children’s VIP Birthday Experience was tested by six groups of children. They received a photograph keepsake of the movie night. The experience provides a unique glimpse into the cinema world, where children get to see Finnkino behind the scenes. They visit the cinema’s ‘backstage’ and finally end the tour with a film.