UCI Cinemas plans site to get full picture of filmgoers

UCI Cinemas is to launch a Website later this month, aimed at capturing data from users which will allow the chain to e-mail back details of forthcoming film releases at their nearest UCI venue.

The site has been designed by Traffic Interactive, the Web design agency controlled by the AMV advertising group.

According to Martin Child, managing director at Traffic, the site will deliberately avoid using a time-consuming initial registration page to capture data on users.

“There will be no off-putting registration form,” says Child. Instead, the Dataframe software system will be used to track user details and solicit information about their favourite film titles and other personal details while they surf the site.

The project should allow UCI to build up a database of its Website users’ addresses and movie preferences, which will enable the chain to run tightly targeted e-mail to promote films as they are released at UCI sites close to the users’ homes.

There are no current plans to run online ticket ordering through the site, although Child confirms that online ticket ordering and other transactional activity may be considered by UCI once the Website is running.

Traffic has also been appointed to handle an online promotional campaign for the UK version of the Excite search engine service after a competitive pitch. The campaign will aim to encourage UK Internet users to sample the search service via promotions on a “carefully selected number of medium-traffic Websites”, says Child.

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