Cinemark Saves Over 200 Hours Annually with Iterable’s Catalog

Cinemark Saves Over 200 Hours Annually with Iterable’s Catalog

Cinemark, a leader in the motion picture exhibition industry, operates over 500 theaters and 5,000 screens across the US and Latin America. As one of the world’s largest and most influential movie theater companies, Cinemark is focused on deepening its customer relationships and encouraging movie lovers to choose its theaters for an immersive, cinematic experience.

Data Inefficiencies and Stagnated Processes

With millions of movie-goers and over 500 movies showcased annually, Cinemark manages an abundance of data, including their extensive list of movie content. With each film, there’s a lot of information attached to it—the title, genre, theater showtimes, and more. 

Cinemark didn’t have an efficient, easy, and scalable way to maintain and activate their data to send personalized movie recommendations. With multiple people setting up their campaigns—across channels like email and push—there was a lot of back and forth with different teams and feedback would often get lost in translation, resulting in a stagnant approval process.

Why Iterable

When evaluating cross-channel customer communication platforms, Cinemark was drawn to Iterable’s exceptional customer service, comprehensive documentation, and user-friendly tools specific to marketers. Unlike their previous experiences with other martech solutions, Cinemark felt heard and supported by Iterable, proving that it was the right choice to support them alongside their growth journey.

Reducing Friction with Iterable’s Catalog

Iterable’s Catalog has streamlined operations by preventing redundant updates and ensuring seamless content management, which has accelerated the campaign approval process with stakeholders. Plus, the Cinemark marketing team no longer needs to rely on engineers to store and manage their data to ensure accuracy and quality control.

Prior to Catalog, for every touchpoint of a movie, the Cinemark team would have to enter the same information across each template. Now, Catalog serves as a reference table, where all of this information is stored and managed directly in a content library in Iterable. If any information is updated within a catalog, all templates that point to that specific catalog entry are updated accordingly. This efficiency has given their marketing team more bandwidth to focus on strategic initiatives and other projects, saving over 200 hours annually.

Additionally, Catalog makes it easy to individualize campaigns at scale. Whether sending movie recommendations based on a customer’s favorite genre or sending trending movies to specific segments, Cinemark’s marketing team uses Collections, which looks at data stored on the user profile at send time to search for relevant catalog items (such as movie information or location specific theater details). These collections can be embedded in messages to provide engaging, relevant content to each recipient of a campaign.

Iterable has been instrumental in our growth over the last year. The robust support, flexibility, and ease of use has significantly enhanced operational efficiency and productivity.

Anna Bayacal

Director, Digital Communications, Cinemark

Where Personalization Meets Productivity

Iterable’s Catalog has transformed Cinemark’s ability to efficiently manage and personalize movie content. With Iterable’s support, transparency, and marketer-friendly platform, Cinemark is more empowered than ever to deliver an enhanced moviegoing experience that keeps people coming back.