Token - Kinotaler München

(en) Kinotaler action will start on August 1st
Under the motto "Cinema for me", 25 Munich film theaters are presenting themselves as individual, service-oriented companies. As of 1 August, a Kinotaler is to bind the local public on behalf of Kinovielfalt München e.V.
- Each time you buy a Kinokarte, the visitor receives a blue plastic taler. If he has five together, he pays only three euros for the sixth entry into one of the diversity cinemas. If he collects ten talers, he receives a free entry. The real advantage of this "coin" action is the broad scope, which includes 25 local cinemas of smaller and medium size (each with a maximum of three screens). Bernd Schiller, the Munich-based agency Pulse Entertainment, who is responsible for the marketing campaign on behalf of the interest group Kinovielfalt München (BF 32/01), believes that the handling is simple: "The coins are interchangeable, no complicated registration is required . " For Christoph Speßmar, a variety speaker, the Kinotals are "real ambassadors" to strengthen the attractiveness of the traditional light theater in contrast to the "multiplex monoculture" (inter alia, embodied by the Mathäser complex still under construction). Schiller and Pressmar stated that for the duration of one year, around three million thalers were to be put into circulation: "A realistic quantity for nearly 1.3 million mintners and a last-year local per capita Kinobesuch of 4.54. " But marketing is by no means the end of the coin. Publicity campaigns, advertising pillars, and the diversity cinemas are supposed to underpin the campaign; Likewise, the initiators rely on press and radio. From August onwards, digital advertising is introduced: at www.kinovielfalt-muenchen.de, Kinofans will find information about the action and the individual cinemas. According to Werbefachmann Schiller, the members of the board benefit from the bundling of the individual advertising: "Marketing tasks can now be handled logistically much faster and more effectively."
Besides the MVG, the "Abendzeitung" and the radio station Charivari, the main sponsors of the Kinovielfalt are also the FFF with 12,500 Euro and the FFA with 25,000 Euro.