Village Roadshow dials up entertainment value with IBM Cloud

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Written by Wilma Walsh, Communications Manager, IBM A/NZ

Wilma WalshI was delighted to work with Geoff Spicer, Group General Manager, Technology and Services for Village Roadshow on a recent news announcement on how IBM Cloud will help Village Roadshow to seamlessly manage seasonal peaks to ensure a great customer experience and drive growth. And with the start of the school holidays in many states, the story is timely.

Spanning the diverse needs of Village Roadshow’s four key business divisions – Cinema Exhibition, Theme Parks, Film Distribution and Marketing Solutions, the IBM Cloud will host its business infrastructure, providing scale and speed to support a premium entertainment experience for customers.

Village Cinema Foyer

Village Cinema (credit Village Roadshow)

Geoff explained to me that each division of Village Roadshow must be ready to respond quickly to seasonal or promotional peaks and create new entertainment experiences for customers. For example, the company is required to quickly scale for an average 40 percent increase in ticket sales during school holidays and up to 100 percent uplift in sales over Christmas. The modern, IBM Cloud provides the reliable, security-rich and scalable platform needed to help each division respond to their dynamic business environments.

Mishka the polar bear cub

Mishka looking adorable at Sea World (credit: Village Roadshow)

Furthermore, the IBM Cloud provides the speed and flexibility needed to build innovative new digital experiences, adapting quickly to constant change in customer preferences and offer more personalised customer experience across digital channels. Village Roadshow runs a hybrid cloud, with the IBM Cloud used for ticketing and payments systems.

“A key challenge for us is to interact with our customers in ways they want to engage, in both physical and digital environments. With four very diverse businesses, we need the tools capable of managing a variety of demands. IBM provides us with the flexibility to adapt to new opportunities. For example, we recently reduced the timeframe to provision additional capacity, which was required to migrate a core system, from an average of four to six weeks down to two days,” said Geoff Spicer, Group General Manager, Technology and Services for Village Roadshow.

Spicer added, “Ability to scale for promotions was key for the recent “Baby Driver” campaign. Village Roadshow invited customers to attend a Q&A session at the Jam Factory with the director and actors from the movie, prior to the screening.  The promotion saw an instant 300 percent plus increase of online ticket sales compared to a normal session, in response to the electronic direct marketing campaign.”

The IBM Cloud is architected to connect, protect and draw insight from all kinds of industry data wherever it is – this is the power of hybrid cloud.



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