Curzon

Curzon is an independent cinema that is more catered towards an audience that is more interested in niche, art-house style films. Competitors such as Odeon tend to show the latest blockbusters, however, Curzon offers the ability to have a more sophisticated, alternative viewing experience. Their selection ranges from independent films, documentaries and international films as well as a selection of popular releases. 

The house style consists of muted colours, helping to uphold the sophistication of the website. A light pink is used for two call-to-actions to stand out against the monochrome page. The option to 'Choose your preferred cinemas' allows a personalisation for the user as they are able to view the cinemas closest to their location and what films are available to watch at them. However, on the left-hand side, the other call-to-action 'quick book' emphasises the effortless booking process they are offering. The graphics in line with the masthead are limited, providing the ability to search, select location or go into/set up your account. These aren't as focused on because unlike streaming services, cinemas tend to be showing recent releases, this means there is less content to search through and narrow down. Although, there's a navigation bar below the masthead for different services the cinema offers, such as events and memberships.  

The main image is of a critically acclaimed film called 'The Brutalist', which is shown to be nominated for 10 Oscars. This advertises the film and makes cinephiles more likely to want to see it for themselves and make up their own judgement of it. The interactive arrows allows the users to browse through the top-picks, consisting of Oscar nominees and newer releases. 

Further below the fold, an exclusive feature of articles and blogs offers a unique value to the website beyond just film listings. These offer an alternative perspective of different films by a variety of writers, allowing a discussion of ideas and thoughtful analysis to be made and the considered by the reader. This feature of Curzon appeals to their target audience as it gives them a deeper understanding of the film, whether its before or after they watch it. 

The membership and loyalty programs can be found at the bottom of the page, or alternatively through selecting the option in the navigation bar. This is tailored towards the type of audience that enjoys frequently attending the cinema and indulging in the latest independent and art-house films that are difficult to find anywhere else. Curzon offers three different membership offers, beginning from a free deal to buy each ticket as it comes along for the competitive price of around £6 a ticket. With the domination of streaming platforms, it is vital for cinemas to offer discounts and deals with their purchases to ensure that people that value the experience of a cinema are still willing to pay. The exclusive deal of having access to events through a membership may entice people into purchasing these memberships for the additional benefits. 

The ability to switch to 'home cinema' from the very top of the webpage demonstrates their ability to adapt to convenience and flexibility to meet customer preferences. The page shifts drastically, with the house style becoming a direct opposite, this differentiates the two services that Curzon offers. The wider accessibility brings art-house selections to a broader audience. Below the fold, two call-to-actions are displayed underneath the film title. The 'watch now £4.00' highlights the competitive deal of their service for films, offering the customers value for their money's worth with films they won't be able to find on mainstream streaming services. The other presents the ability to select the 'trailer'. By incorporating multimedia elements, this is effective in gaining interest towards the film as a preview aims to be gripping for the right target audience.