When ODEON first illuminated its screens in the 1930s in Birmingham, it did so amid the Hollywood Golden Age, bringing a slice of cinematic glamour to an industrial setting with its lavish art deco architecture. The premise was simple yet ambitious: not merely to show films but to craft an entire experience around them. This philosophy continues to pulse at the heart of ODEON’s brand identity, although the cinema landscape around it has transformed dramatically.

In the past, the majority of ODEON’s ticket sales were from spontaneous walk-ins. However, the digital age has shifted this dynamic significantly, with more than half of movie-goers now pre-booking online. This evolution has elevated Search to a primary marketing channel for ODEON, particularly crucial as streaming services proliferate, reminding customers that the immersive experience of theatre viewing is unparalleled.

Recognising the need to adapt to these changes, they undertook a significant strategic shift. The initial campaign structures designed to maximise Search coverage had grown overly complex, ultimately diminishing performance. To counter this, ODEON embraced a simplified, AI-driven approach to their online marketing.

The challenge was further compounded by changing consumer behaviours. With more people working remotely, traditional out-of-home advertising and casual office conversations that might lead to movie-going were diminished. Budget constraints following COVID-19 and reduced industry marketing spend due to strikes also meant that fewer resources were available for promoting new film releases.

In response, ODEON restructured its marketing efforts to better capture the attention of its audience on Search platforms. Initially, their campaigns were highly specific, organised by location, ticket type, keyword grouping, and match type, creating a highly granular setup with hundreds of different ad groups across 120 cinemas in the U.K.—all managed manually.

This detailed and manual approach not only required significant effort from their team but also began to hinder growth, as evidenced by a decreasing share of impressions. The solution was a streamlined, AI-powered structure, better aligned with the changing landscape of search and more effectively serving ODEON’s business priorities.

The transition involved moving toward value-based bidding, prioritising high-value offerings like IMAX screenings, Luxe cinemas, and enhanced food and drink services. By shifting focus to these premium experiences, ODEON aimed to differentiate itself in a competitive market. The implementation of Google’s AI-powered Smart Bidding allowed the integration of robust first-party data and contextual signals—such as location, day of the week, and search queries—into their ad campaigns. This strategic pivot helped ODEON more accurately connect with high-value customers and streamline its ad presence.

For instance, the AI system could distinguish whether a customer was searching for a quick movie show post-work or planning a special Friday night out. This nuanced understanding allowed ODEON to tailor its ads to show the most relevant offerings, like pre-order food options, enhancing the customer’s experience.

The efficiency of using AI also meant a drastic reduction in manual campaign setups. Instead of creating separate campaigns for each cinema, ODEON employed AI-optimised location insertion in its ads, showing nearby branches within a five-mile radius. This adjustment reduced the number of ad groups from 600 to just 60, maintaining ad relevance while vastly simplifying management.

The outcome of these strategic changes was immediately positive. After the rollout of the new account structure, ODEON observed a 43% increase in conversion rates and a 46% decrease in cost per click. This efficiency gain enabled further investment into Search, allowing budget savings to be reinvested back into the channel.

This simplification of account structure also freed up more time for strategic thinking and collaboration, positioning ODEON to stay ahead in a fiercely competitive industry that now includes not only other cinemas but also streaming services. In an environment where technology and customer behaviours are rapidly evolving, relying on outdated strategies is no longer viable. ODEON’s approach ensures that guests not only have control over their viewing experiences—choosing seats and ordering concessions—but also enjoy a seamless and superior experience, both online and in front of the big screen.