nd the Astor in Mt. Lawley. These smaller, privately owned cinemas have fewer screens and are a lot smaller in size than the larger Hoyts and Greater Union multiplexes. Another area of differentiation between the larger and smaller players is the type of movie being shown at the cinema. Cinemas such as the Luna focus more on art house films and appeal to a different target market to Hoyts and Greater Union who appeal to a market more interested in box office smash' movies. Hoyts' customer profile is most people, though predominately people between the ages of approximately 12 to 30. Hoyts Cinema's core product is the benefit of being entertained and able to watch a movie. The actual product is the movie itself, the comfortable, tiered, seating, digital surround sound, effective lighting, wide screens, a multiplex environment, food and beverage services, the availability of computer games, extensive choice of movies, flexible movie times, air conditioning and heating, and automatic tellers machines with movie ticket purchase options. The augmented product of Hoyts cinemas is the satisfaction guarantee that comes with buying a movie ticket and any after-sales service that comes with buying the ticket. .
The Product Experience.
Hoyts Cinema's product experience is the most important part of movie-going' to Hoyts' marketing teams. The whole experience of going to the movies' is what brings business to the Cinemas. In 1999, Australians went to the movies 88.8 million times (Byrnes 2000) and research has shown that consumers want new, more stimulating things to do and they expect a higher quality experience and value for their money (Cave 1999). They are willing to spend more money if they feel they'll enjoy the time through better quality and value. This has pushed Hoyts to create the ultimate cinema experience. Village's national marketing manager Anthony Goldman said "Going to the movies isn't just about getting your ticket torn we want the whole precinct to make people feel, Whoa, this is the movies!' even before they have stepped into the theatre.
