Case Study: Pathé Cinemas boosts conversions with Smartly.io

Pathé Cinemas Attract Moviegoers with Hyper-Local, Weather-Based Ads

Pathé Cinemas, a leading cinema chain in the Netherlands, worked with Smartly.io and agency partner Oogst, a Merkle company, to make its ads more relevant for local audiences. The challenge was to serve moviegoers with promotions for films actually showing at nearby theaters, while tailoring creative to different locations and weather conditions across 27 theaters.

Using Smartly.io, Pathé combined its product catalog with an automated weather feed to dynamically create localized ads featuring top-selling movies, theater location, weather-based copy and imagery, and premium formats like Imax, Dolby, and 4DX. Smartly.io automatically generated 104 ads and kept them updated as weather changed, helping Pathé achieve a 2.7% increase in conversion rate and a 13% reduction in CPA.

Pathé Cinemas

Stef de Reeder

Online Marketer