Movie theater City Theater in Steenwijk sends people who reserve online a text message with a so-called MobiTicket. That makes them the first movie theater in the Netherlands. MobiTickets are tickets that are sent to your cell phone as a simple text message. The text message contains a unique barcode and information on the movie, the time, room, row and chair number. The movie-goer simply lets an employee scan the text message to gain entrance to the movie. It means never standing in line to buy a ticket.

For movie theater owners MobiTickets have other advantages. It means that reserved places are already paid for and he can use the messages as voucher for an offer along with as a ticket. For example a ‘two for the price of one’ offer or a discount on a drink during the intermission.

Future Vision by Erwin Van Lun on this article

Brands that enter a dialogue with the consumer have to make the consumers’ lives easier. Recognition is an important part. First the visitor was anonymous, now they’re recognized through a barcode, soon from cell phone number and afterwards through biometric characteristics. Then all you have to say is ‘save two seats for me, I’ll definitely be there’ and then you can walk straight through when you arrive. That’s the trend this development fits with.

• in Dutch