EasyCinema

EasyCinema was a cinema and home-entertainment operation associated with easyGroup. Its physical cinema business began in May 2003, when the brand took over the cinema facility at The Point in Milton Keynes from United Cinemas International. The business attempted to apply easyGroup's characteristic low-cost and yield-management approach to cinema admissions. Customers could obtain very low-priced tickets, reportedly from 20 pence when booked sufficiently far in advance, while later bookings and particular screenings were priced higher. The model encountered difficulties because major film distributors were initially unwilling to make new-release titles available under a highly variable pricing structure. EasyCinema therefore began with a restricted film offering and later secured access to first-run films, although those screenings were offered at fixed prices rather than fully following the original variable-price concept. The cinema also experimented with a stripped-down operating model. It initially chose not to sell customary cinema refreshments such as popcorn and drinks in an effort to reduce staffing and operating costs, but subsequently reversed that policy and resumed refreshments. The Milton Keynes site was later used alongside other easyGroup services. It housed an EasyInternetcafé and served as a collection point for easyPizza, illustrating the group's broader strategy of combining related low-cost services under linked brands. The cinema operation ultimately ended after a dispute concerning unpaid rent with the landlord, Odeon. The resulting eviction led to closure of the Milton Keynes cinema in May 2006 and appears to have prevented the brand from achieving its intended expansion into London's West End. EasyCinema also entered online DVD rental. The service, announced in late 2004 and launched in March 2005, was operated in partnership with Video Island, a company that provided rental infrastructure for several retail brands. In contrast with the monthly subscription model common among online DVD-rental services, EasyCinema customers purchased rental credits and used them for rentals. The online service continued under the EasyCinema name until 1 August 2012, when the website and branding were retired and the service became fully branded as LOVEFiLM. EasyCinema is now a defunct brand; its documented activities were limited primarily to the United Kingdom cinema and DVD-rental markets.

EasyCinema was created as an easyGroup entertainment venture applying the group's low-cost brand philosophy to cinema. Its first physical site opened on 23 May 2003 at The Point in Milton Keynes, following a takeover of the facility from United Cinemas International. The cinema used advance-booking and yield-management principles: seats could be advertised at very low prices, including fares reported to start at 20 pence when reserved well in advance. The approach was intended to make cinema attendance more accessible while increasing the price paid by customers booking later or choosing more desirable screenings. The business initially struggled to secure a normal supply of new films. Major distributors were reluctant to release first-run titles to a cinema whose admissions model could produce unusually low ticket prices. EasyCinema later obtained access to first-run films, but those screenings were offered at fixed prices, limiting the application of the original variable-price concept. The operator also tried to reduce costs by not selling popcorn and drinks at launch. That experiment was later abandoned, and refreshments were reintroduced. The Milton Keynes premises became part of a wider cluster of easyGroup services. At various points the site also contained an EasyInternetcafé and operated as a pickup location for easyPizza. The cinema did not, however, develop into the larger chain apparently envisaged by the brand. A dispute concerning unpaid rent with the landlord, Odeon, led to eviction, and the cinema closed in May 2006. The closure appears to have ended the proposed expansion of the concept into London's West End. EasyCinema subsequently operated in online DVD rental. The service was announced in November 2004 and commenced in March 2005 through a partnership with Video Island, which supplied rental operations for multiple retail brands. EasyCinema's commercial model differed from the then-common subscription approach: customers bought rental credits rather than paying a recurring monthly fee. The service remained associated with the EasyCinema name until 1 August 2012, when its website and branding were discontinued and the operation became entirely branded as LOVEFiLM. The brand is therefore defunct, with its history comprising a short-lived physical cinema experiment followed by an online DVD-rental service.

• 2012

  EasyCinema branding ends online

  [1]EasyCinemaen.wikipedia.org

  The EasyCinema website and branding cease on 1 August, with the DVD-rental service becoming wholly branded as LOVEFiLM.

• 2006

  Milton Keynes cinema closes

  [1]EasyCinemaen.wikipedia.org

  The physical cinema closes in May following eviction connected with a dispute over unpaid rent.

• 2005

  Online DVD rental begins

  [1]EasyCinemaen.wikipedia.org

  EasyCinema Online DVD Rental commences using a rental-credit model rather than a monthly subscription.

• 2004

  Online DVD-rental service announced

  [1]EasyCinemaen.wikipedia.org

  EasyCinema announces plans for an online DVD-rental service to be operated in partnership with Video Island.

• 2003

  First EasyCinema opens in Milton Keynes

  [1]EasyCinemaen.wikipedia.org

  EasyCinema takes over the cinema facility at The Point in Milton Keynes from United Cinemas International and begins operations on 23 May.

A low-cost entertainment brand that attempted to extend easyGroup's yield-management and cost-minimization model to cinema admissions and DVD rental.

• Cinema operation · 2003

  EasyCinema cinemas

  EasyCinema's physical cinema operation opened at The Point in Milton Keynes in 2003. It was designed around low operating costs and yield-management admissions, with very low prices available for customers booking early. The cinema initially omitted standard refreshments before later restoring popcorn, drinks, and similar concessions. It also hosted or supported other easyGroup services, including an EasyInternetcafé and an easyPizza pickup point. The site closed in May 2006 after a landlord dispute and eviction.

• Online DVD rental · 2005

  EasyCinema Online DVD Rental

  The online DVD-rental service was announced in 2004 and launched in March 2005 in partnership with Video Island. Unlike subscription-based rental services, it allowed customers to purchase rental credits and use those credits for DVD rentals. The service retained EasyCinema branding until 1 August 2012, when the website and brand identity were replaced by LOVEFiLM.

• 2012

  Retirement of EasyCinema online brandingStrategy

  Background

  The online DVD-rental service continued after the physical cinema had closed.

  Action taken

  On 1 August 2012, the EasyCinema website and branding were discontinued and the operation became wholly branded as LOVEFiLM.

  Aftermath

  EasyCinema ceased to operate as an active consumer-facing brand.

  Source

• 2006

  Closure of the Milton Keynes cinemaOther

  Background

  The cinema faced a dispute with its landlord, Odeon, concerning unpaid rent.

  Action taken

  Following eviction, EasyCinema closed the Milton Keynes site in May 2006.

  Aftermath

  The closure appears to have curtailed the proposed expansion of EasyCinema into London's West End.

  Source

• 2005

  Launch of credit-based online DVD rentalProduct launch

  Background

  EasyCinema entered online DVD rental through a partnership with Video Island.

  Action taken

  The service launched in March 2005 and used prepaid or purchased rental credits instead of a monthly subscription.

  Aftermath

  The online service later lost its EasyCinema identity when it was fully rebranded as LOVEFiLM in 2012.

  Source

• 2003

  Adoption of yield-management cinema pricingPrice change

  Background

  EasyCinema sought to transfer easyGroup's low-cost and variable-pricing approach to cinema admissions.

  Action taken

  It offered tickets from very low advance-booking prices, reportedly as low as 20 pence, while later or otherwise different bookings could cost more. First-run films were later made available at fixed prices after distributor resistance to the original model.

  Aftermath

  The model did not produce the planned expansion of the cinema concept, and the Milton Keynes site closed in 2006.

  Source

• 2003

  Initial removal and later restoration of cinema refreshmentsStrategy

  Background

  The cinema attempted to reduce staffing and operating costs by eliminating customary food and drink sales.

  Action taken

  EasyCinema initially chose not to serve popcorn and drinks, then reversed the decision and resumed selling refreshments.

  Aftermath

  The change reflected an adjustment of the operating model, although the available source does not quantify its commercial effect.

  Source

1. 1EasyCinemaen.wikipedia.org