Nine years in and, through careful management of target audiences, ShowFilmFirst has grown into an amazing club of people who enjoy film; a club which now benefits from not just film, but also theatre, concerts, comedy and many other weird and wonderful events. We know we’re doing something right from all the lovely comments we receive, things like: ‘I would like to see more of that… it’s not something I would have chosen to see had I not received SFF ticket’ or ‘That was the best night of my life… I never thought I would see a live concert like this….’ and this is what motivates us to expand our offerings as we really do enjoy bringing you as many benefits as we can, and we appreciate all the help with research and feedback you give us in return. ShowFilmFirst is nothing without its audience, the vast majority of whom are lovely, and we very much enjoy working with you.
However, keeping a hold over the targeting of our audience is one of the biggest challenges currently facing ShowFilmFirst. Recently, we were disappointed to have revoked our ticket allocation for a very high profile event for which the producers had offered our members complimentary tickets after an additional area became available, and wanted to fill this at the last minute to give the best audience to the performers.
Due to people posting the ShowFilmFirst link on ‘hot deals’ and other ‘free’ ticket sites our allocation was taken away as it was no longer just offered to our membership.
Worse, this stopped us getting an allocation for a bigger and better event and, potentially, ever getting offers again from that promoter.
Think about it from their point of view; they need targeted audiences, and ShowFilmFirst, through careful management of the right audience for the right event, is able to provide that service. If you then advertise to all and sundry, widely across the web, we can no longer meet that demand, resulting in us no longer receiving tickets to offer you. Everybody loses.
So please stop doing it. Sharing voucher codes publicly on social networks or special offer sites is not providing a service to other film/theatre/music fans, you’re just putting us all in danger of losing out on ticket allocations from promoters.
We know the overwhelming majority of our members understand this, and if you do see someone sharing across the web, then please either let us know or else give them a quiet nudge, ask why they are doing this, and point out that they are putting everybody’s enjoyment at risk, including their own. After all, if you received an invite to a party or wedding, say, you wouldn’t then splash an open invite across the web, would you?
We’re more than happy for you to tell your family and like-minded friends about us (in fact, we rather hope you do!), but ask them to sign-up so that we can send invites directly to them, and please don’t ever share a code on social networks or other public means. If you have a code it’s because YOU are the target audience. By sharing with strangers the danger is that people who aren’t really the audience for a specific movie or show will waste their night at something they don’t enjoy, then go on to tell their friends they didn’t like it, thereby giving a distorted view, when really there is nothing wrong with what they’ve seen, they’re just not its target audience. We all like a freebie but it’s highly unlikely your 80-year-old granny is going to appreciate the latest Tarantino or Transformers movie!
If you want to know a little more about how it all works go here.
Keeping a hold over the targeting of our audience is one of the biggest challenges currently facing ShowFilmFirst. We now need to decide whether we continue to try and build our offering and grow our community together, or do we just stick to ticketing for media promotions and closed links for targeted film previews?
How do you feel? Do you enjoy receiving a variety of ticket offers and not just for film previews? Is it worth pursuing? And what do you think is the way forward as regards discouraging people from sharing codes across the web?
Please let us know your thoughts.