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Fabio Lima, founder of MovieMobz
Fabio Lima, founder of MovieMobz, explains how his website allows people to pick the films they want to see at the cinema, and why digital cinemas are loving his idea.
Explain your business so my mum would understand it.
MovieMobz (www.moviemobz.com) is the world´s first Cinema On Demand service. Based in Brazil, this online service allows consumers to choose which films are played at their local digital cinema and “mobilize” their friends to attend the screenings.
Mobilized cinema sessions are screenings of films that were selected and formed by consumers using the MovieMobz social network.
By identifying consumer demand for movies in advance, the company is able to efficiently bring more films to more screens according to user preferences, benefiting not only consumers, but also content owners and exhibitors who are looking to increase audiences.
Why did you start a business in the first place?
Five years ago we identified a great opportunity for the independent cinema market and came up with an innovative solution to confront the ongoing discussions about the need for better film distribution, the rollout of digital screens, new benchmarking for smaller/niche films, monetization of cinema venues -- and created Rain Network, a digital network for arthouses in Brazil.
Having successfully implemented the network, increased the distribution for local movies, and cinema advertising spending, we recognized an even larger opportunity to connect audiences to ALL types of content – and the way to do it was through a web platform and a new business model driven by consumer demand.
What surprised you most about starting up?
The quick understanding of our new business model and positive reception from all sides. From consumers to exhibitors to distributors and content owners, everyone got what we are trying to do and are embracing the movement that we are creating.
Was there anything you would do differently now?
Nothing, we feel really good about what we´ve built so far and about what´s ahead.
What was your strategy at launch, and have you stuck to it?
To launch our web 2.0 site as a tool to identify demand, movie and cinema preferences, targeted to 25 – 40 year old movie-goers and cinema enthusiasts – and aggregate digital content. Yes, we stuck to it and are right on track.
What’s been your biggest hurdle or stumbling block so far?
The digital rollout will take longer than everyone has expected because the financial crisis is creating problems for credit.
…And your luckiest moment?
The market timing is perfect. With the tremendous enthusiasm around the potential of web 2.0 / online social networks, combined with the current needs for the cinema industry to survive and advancements in digital technology, (more and more people are shooting with digital cameras), we feel very lucky to have tapped into this opportunity now!
Where are you now with the business?
We have around 8,500 registered users in Brazil (with virtually no advertising) and consumers have mobilized more than 80 sessions to date. Our service has improved cinema occupancy during the week: our “mobilized sessions” have seen an average occupancy rate of 32% while independent cinema occupancy is at 8-10%.
What does the future have in store?
More organic growth, new markets (such as the UK, Argentina, Colombia, Mexico, etc.), empowered consumers, happier content owners and exhibitors.
What’s your best piece of advice for someone who’s about to launch?
- Read the Long Tail by Chris Anderson and Blue Ocean.
- Build your business plan using the Balanced Scorecard and always refer back to your strategic map.
- Spend your money wisely and identify partners that will leverage your brand.
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