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CASE STUDY
Cinema City: A 5.7% Click-Through to Buy Tickets by Turning Its Homepage Into an Always-On Shoppable Trailer Carousel
How Cinema City, turned its homepage into an always-on carousel of shoppable movie trailers, each one a single tap from buying a ticket, driving a 5.7% click-through to purchase.
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RESULTS AT A GLANCE
5.7%
Of homepage carousel viewers tap a trailer straight through to buy tickets (latest week)
34%
Click-through rate growth
Always-On
A homepage carousel of shoppable movie trailers, each with a buy-tickets CTA
Owned Data
Every view and click captured on Cinema City's own site, not a rented social feed
Challenge
The Challenge
Builds trust
with real-time interaction
Improves AOV
through guided selling & recommendations
Goals
The Challenge
Cinema City, one of the country's largest cinema chains, home to premieres, VIP auditoriums, a dedicated kids world, live shows, and private events.
A page full of posters can announce that a film has opened, but it cannot make someone feel a trailer, and it leaves the moment of intent several clicks away from the moment of purchase. Meanwhile the trailers themselves, the single most persuasive asset any film has, were doing their work on rented social feeds, where the attention and the audience data never come home.
Cinema City wanted the trailer and the ticket to live in the same place: an owned, shoppable homepage experience where watching a trailer flows directly into buying a seat.
Goals
- Turn the homepage into a place where watching a trailer leads directly to buying a ticket
- Give every new release a shoppable moment in the week it actually matters
- Recreate the energy of trailer-watching on owned channels instead of rented social feeds
- Keep viewing, click, and intent data first-party on Cinema City's own site
Solution
The Solution
Cinema City runs an always-on shoppable video carousel on its homepage, built around the rhythm of a cinema slate that never stops moving.
1
An Always-On Trailer Carousel On The Homepage
The homepage carries a deep, continuously refreshed carousel of movie trailers that spans the full slate, from this week's premieres to what is coming soon and the kids lineup. As new films land, their trailers join the carousel, so the homepage is always current without a new campaign build each week.
2
Every Trailer Is One Tap From A Ticket
Each asset pairs a trailer with a buy-tickets call to action. A viewer who is sold by what they just watched moves straight into the ticketing flow for that exact film, collapsing discovery and purchase into a single tap instead of a hunt across the site.
3
Deals, Coupons, And Offers Built In
Some assets carry offers and coupons (VIP, credit-card deals, seasonal promotions), placed right beside the trailer that earns the click. The offer gives a concrete reason to act in the moment rather than to browse and leave.
4
Polls That Turn Viewers Into Signal
Interactive polls interleaved through the carousel ask the audience what they want to see next. Viewers become a zero-party data source, and the entertainment doubles as demand research that informs which films to feature next.
Worked
Why It Worked
Builds trust
with real-time interaction
Improves AOV
through guided selling & recommendations
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Trailers Belong Where You Buy
A trailer is the highest-intent ad a film has. Putting it one tap from checkout turns interest into a ticket at the exact moment the viewer is most persuaded, rather than sending them off to search for a screening later.
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A Click-Through A Poster Wall Cannot Reach
About 5.7% of homepage carousel viewers click a trailer through to buy tickets, a click-through rate a static banner or poster grid rarely comes close to, because a playing trailer sells the film in a way a still image cannot.
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Momentum, Not A One-Off Spike
The click-through rate rose roughly 14% from initial launch, evidence that the format compounds as the trailer library deepens and the audience gets used to shopping the homepage.
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Always-On Matches An Always-New Slate
Cinema releases turn over almost weekly. A standing carousel means every new film inherits a shoppable moment automatically, so the marketing keeps pace with the box office without a fresh build every time.
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Reach Without Renting It
The trailers run on Cinema City's own homepage, so the reach, the clicks, and the intent signals stay first-party. The audience is not handed to a social platform in exchange for views.
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The Audience Tells You What To Push
Polls turn passive viewers into an active read on demand. Asking the community which film they will not miss turns each visit into a signal that sharpens what the carousel features next.
Takeaways
KEY TAKEAWAYS
Grow your audience, customer lifetime value, and total sales
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