Case Study: ODEON surpasses booking and engagement targets with Selligent Marketing Cloud

A cinema giant dramatically increases customer acquisition with dynamic, personalized email programs

ODEON Cinema Group, the UK and Ireland’s largest cinema chain with 130+ locations (and now part of AMC), needed to drive excitement and audience engagement for two high-profile initiatives: an exclusive Disney Junior screening series with limited free tickets, and the UK launch of Rogue One: A Star Wars Story. Both programs required a seamless multi-channel experience that handled booking constraints and data capture, while differentiating ODEON from competitors and driving ticket bookings and attendance.

Working with Selligent and agency Yourzine, ODEON executed event-driven, personalized campaigns that combined registration forms, automated business-rule ticket allocation (seat capacity and per-location limits), lifecycle emails, and interactive elements. The Disney Junior program used pre-event registration and automated confirmations, while the Star Wars campaign featured a live countdown, trailer, add-to-calendar, and an instant click-to-win competition. Both events sold out within hours and campaign open rates exceeded 60%.

ODEON