Introduction

Introduction

In Part 1 of our series, “Culture in Focus: Is Your Cinema Culture by Design or Default?”, we explored the critical difference between an accidental and an intentional company culture and how it impacts your cinema’s bottom line. Now it’s time to look at what goes into building an intentional company culture at your theatre, along with some practical examples to illustrate what this looks like in real life.

Laying the Foundation of an Intentional Culture

Laying the Foundation of an Intentional Culture

Building a strong, intentional culture is an ongoing journey, not a destination. It requires consistent effort, open communication, and a commitment from leadership at all levels. While it may sound complex and overwhelming, it doesn’t have to be.

Let’s delve into the practical steps to cultivate a thriving, intentional culture within your organization

Step 1: Identify Your Organizational Truths

Step 1: Identify Your Organizational Truths

Surface-Level vs. Deep-Dive

Surface-Level vs. Deep-Dive

Start by acknowledging and understanding both the “above-the-surface” truths (mission statement, stated values, organizational goals) and the “below-the-surface” truths (unspoken rules, employee motivators/demotivators, employee perspectives, challenges),

WHAT DOES THIS LOOK LIKE IN REAL LIFE?

Mission Statement: To provide an unforgettable cinematic experience for every guest.

Stated Values: Passion for Film, Guest Obsession, Teamwork

REALITY: Employee surveys reveal that outdated technology and insufficient staffing hinder their ability to achieve this mission inline with the stated values.

WHAT DOES THIS LOOK LIKE IN REAL LIFE?

Mission Statement: To provide an unforgettable cinematic experience for every guest.

Stated Values: Passion for Film, Guest Obsession, Teamwork

REALITY: Employee surveys reveal that outdated technology and insufficient staffing hinder their ability to achieve this mission inline with the stated values.

It bears repeating that “below-the-surface” truths are as important as those “above-the-surface” and should not be overlooked when laying a real-world foundation for your company culture.

Conduct employee surveys, hold focus groups, and engage in open and honest conversations to ensure you have an appropriate grasp of these critical truths.

Diving into “Below-the-Surface” Truths

Unspoken Rules: It’s okay to be late if you’re covering a coworker’s shift; don’t bother management with customer complaints

Motivator/Demotivators: Employees are recognized for going above and beyond, supervisors micromanage their team, there is a lack of opportunity for growth

Employee Perspectives: I love interacting with customers; I feel underappreciated; I’m not sure my work makes a difference

Challenges Dealing with difficult customers, outdated technology, insufficient staffing levels

Diving into “Below-the-Surface” Truths

Unspoken Rules: It’s okay to be late if you’re covering a coworker’s shift; don’t bother management with customer complaints

Motivators/Demotivators: Employees are recognized for going above and beyond, supervisors micromanage their team, there is a lack of opportunity for growth

Employee Perspectives: I love interacting with customers; I feel underappreciated; I’m not sure my work makes a difference

Challenges Dealing with difficult customers, outdated technology, insufficient staffing levels

Step 2: Secure Leadership Buy-In

Step 2: Secure Leadership Buy-In

Building a strong culture requires unwavering support from leadership who:

Accept Responsibility: Leaders must acknowledge their role in shaping the culture at their theatre and accept responsibility for creating an environment where employees can thrive. This means leading by example, modeling desired behaviors, prioritizing employee well-being, creating a positive and supportive work environment, and demonstrating a commitment to providing excellent service to guests.

Provide Ongoing Training & Development: By providing leadership development opportunities, you create leaders who can effectively communicate, delegate, motivate, and build strong teams. Invest in leadership training programs specific to the cinema industry and consider training on topics such as emotional intelligence, active listening, and giving constructive feedback.

Listen Actively: Create open channels for feedback from both management and employees. Regularly solicit input, actively listen to concerns, and demonstrate a genuine commitment to addressing them. This could include conducting regular “town hall” meetings where employees can share their feedback and concerns directly with leadership. Encourage open-door policies and create anonymous suggestion boxes. Be open about listening to employee feedback and demonstrate a genuine commitment to addressing their concerns.

Collaborate with Human Resources: Foster strong collaboration between leadership and HR to ensure alignment and effective execution of cinema culture initiatives. This may include joint planning of employee engagement activities, development programs, and performance reviews. Lean into HR’s expertise to provide valuable insights and resources on best practices in employee relations, training, and development.

WHAT DOES THIS LOOK LIKE IN REAL LIFE?

Instead of simply stating a value of “Teamwork,” leaders actively participate in team activities and recognize collaborative efforts. They also partner with HR to develop training programs focused on emotional intelligence and constructive feedback.

Diving into “Below-the-Surface” Truths

Unspoken Rules: It’s okay to be late if you’re covering a coworker’s shift; don’t bother management with customer complaints

Motivators/Demotivators: Employees are recognized for going above and beyond, supervisors micromanage their team, there is a lack of opportunity for growth

Employee Perspectives: I love interacting with customers; I feel underappreciated; I’m not sure my work makes a difference

Challenges Dealing with difficult customers, outdated technology, insufficient staffing levels

Step 3: Align Behaviors with Organizational Objectives

Step 3: Align Behaviors with Organizational Objectives

This step ensures that the culture supports the overall goals of the cinema. Key areas to align include:

Accountability

Is there a clear understanding of roles and responsibilities? Are employees held accountable for their actions and performance?

Communication

Is communication open, transparent, and consistent across all levels of the organization? Are employees kept informed about company news, goals, and changes?

Commitment

Are employees committed to the success of the organization? Do they feel a sense of ownership and pride in their work?

Leadership

Do leaders lead by example? Do they demonstrate the values they expect from their employees?

Teamwork & Cooperation

Is there a culture of collaboration and support among colleagues? Are teams able to effectively work together towards common goals?

Principles & Integrity

Are ethical behavior and integrity valued and upheld at all levels of the organization?

Accountability

Is there a clear understanding of roles and responsibilities? Are employees held accountable for their actions and performance?

Communication

Is communication open, transparent, and consistent across all levels of the organization? Are employees kept informed about company news, goals, and changes?

Commitment

Are employees committed to the success of the organization? Do they feel a sense of ownership and pride in their work?

Leadership

Do leaders lead by example? Do they demonstrate the values they expect from their employees?

Teamwork & Cooperation

Is there a culture of collaboration and support among colleagues? Are teams able to effectively work together towards common goals?

Principles & Integrity

Are ethical behavior and integrity valued and upheld at all levels of the organization?

WHAT DOES THIS LOOK LIKE IN REAL LIFE?

Customer Focus: Employees are empowered to go the extra mile to resolve issues, offer personalized recommendations (e.g., suggesting a local restaurant before a late-night movie), and create a memorable experience for every moviegoer.

Accountability: Employees are held accountable for maintaining a clean, comfortable, and safe environment.

Communication: Employees are kept informed about upcoming movie releases, special events, and any changes in policies or procedures. There are regular team meetings to discuss performance, address challenges, and celebrate successes.

Commitment: Employees are encouraged to contribute ideas for improvement and actively participate in team-building activities.

Leadership: Leaders demonstrate the values they expect from their employees such as professionalism, punctuality, and a positive attitude. They provide constructive feedback and recognize and reward employee contributions.

Teamwork & Cooperation: Different departments (e.g., concessions, ushers, projection) work together effectively to ensure a smooth and enjoyable experience for guests. Employees willing to help each other out when needed.

Principles & Integrity: There is a clear code of conduct that outlines expected behavior and consequences for misconduct.

WHAT DOES THIS LOOK LIKE IN REAL LIFE?

Customer Focus: Employees are empowered to go the extra mile to resolve issues, offer personalized recommendations (e.g., suggesting a local restaurant before a late-night movie), and create a memorable experience for every moviegoer.

Accountability: Employees are held accountable for maintaining a clean, comfortable, and safe environment.

Communication: Employees are kept informed about upcoming movie releases, special events, and any changes in policies or procedures. There are regular team meetings to discuss performance, address challenges, and celebrate successes.

Commitment: Employees are encouraged to contribute ideas for improvement and actively participate in team-building activities.

Leadership: Leaders demonstrate the values they expect from their employees such as professionalism, punctuality, and a positive attitude. They provide constructive feedback and recognize and reward employee contributions.

Teamwork & Cooperation: Different departments (e.g., concessions, ushers, projection) work together effectively to ensure a smooth and enjoyable experience for guests. Employees willing to help each other out when needed.

Principles & Integrity: There is a clear code of conduct that outlines expected behavior and consequences for misconduct.

Step 4: Define Each Person’s Role and Contribution

Step 4: Define Each Person’s Role and Contribution

Every employee needs to clearly understand their role and how it contributes to the cinema’s success. This is sometimes referred to as “They Why”. This includes:

Clarity of Purpose: Ensure every employee understands their role within the organization and how their work contributes to the overall success of the theater.

Empowerment: Empower employees to make decisions and take ownership of their work.

Recognition and Rewards: Recognize and reward employees who exemplify the desired values and behaviors.

WHAT DOES THIS LOOK LIKE IN REAL LIFE?

An usher’s role is redefined beyond just checking tickets to include ensuring a safe and enjoyable experience. Ushers are empowered to address minor customer issues. Concession staff are encouraged to suggest food and beverage pairings or recommend new menu items. Employee-of-the-month programs and flexible scheduling options are offered as rewards.

WHAT DOES THIS LOOK LIKE IN REAL LIFE?

An usher’s role is redefined beyond just checking tickets to include ensuring a safe and enjoyable experience. Ushers are empowered to address minor customer issues. Concession staff are encouraged to suggest food and beverage pairings or recommend new menu items. Employee-of-the-month programs and flexible scheduling options are offered as rewards.

Step 5: Cultivate a Culture of Continuous Improvement

Step 5: Cultivate a Culture of Continuous Improvement

Regular feedback, reviews, and adaptability are essential. This involves actively soliciting employee feedback through surveys and open forums, regularly reviewing cultural progress, and adapting to evolving challenges and technological advancements.

WHAT DOES THIS LOOK LIKE IN REAL LIFE?

Employee satisfaction surveys are implemented, and the results are used to inform changes in management practices and training programs. The cinema also tracks key metrics like turnover rates and customer satisfaction scores to gauge the effectiveness of cultural initiatives. As new ticketing systems are introduced, employees receive adequate training and support.

WHAT DOES THIS LOOK LIKE IN REAL LIFE?

Employee satisfaction surveys are implemented, and the results are used to inform changes in management practices and training programs. The cinema also tracks key metrics like turnover rates and customer satisfaction scores to gauge the effectiveness of cultural initiatives. As new ticketing systems are introduced, employees receive adequate training and support.

Step 6: Invest in Training and Development

Step 6: Invest in Training and Development

Building a thriving cinema culture isn’t a one-and-done project; it’s an ongoing journey. Just as a movie requires continuous screenings to reach its audience, your cinema culture needs consistent nurturing and development to flourish. Investing in continuous training and development is crucial for reinforcing desired behaviors, adapting to evolving industry trends, and empowering your team to deliver exceptional guest experiences. It’s the fuel that keeps your cultural engine running smoothly.

By prioritizing continuous training and development, you’re not just investing in your employees; you’re investing in the long-term success of your cinema. It’s a commitment to creating a culture of growth, innovation, and excellence that will attract top talent, delight your customers, and drive your business forward.

Why Continuous Training Matters

Why Continuous Training Matters

  • Reinforces Cultural Values: Regular training reinforces the core values and behaviors that define your cinema’s culture. It keeps these principles top-of-mind for employees and ensures they are consistently applied in their daily interactions.

  • Adapts to Change: The cinema industry is constantly evolving, with new technologies, customer expectations, and competitive pressures emerging regularly. Continuous training equips your team to adapt to these changes effectively and remain at the forefront of innovation. 

  • Empowers Employees: Providing opportunities for professional growth demonstrates your investment in your employees’ development. This fosters a sense of value and belonging, leading to increased engagement, motivation, and retention. 

  • Improves Performance: Targeted training programs enhance employees’ skills and knowledge, leading to improved performance in all areas, from customer service to technical operations. This translates directly to a better customer experience and a more efficient and profitable business.
  • Supports Continuous Improvement: Training is an integral part of the continuous improvement cycle. By identifying areas for development and providing the necessary training, you can address performance gaps, enhance best practices, and drive ongoing progress towards your cultural goals.

Key Training Areas for Continued Growth

Key Training Areas for Continued Growth

  • Customer Service Excellence: Go beyond basic customer service training. Focus on creating memorable guest experiences.

  • Personalized Interactions: Train employees to recognize repeat customers, remember their preferences, and personalize their interactions.

  • Proactive Service: Empower employees to anticipate customer needs and offer assistance before being asked.

  • Handling Complex Situations: Equip employees with advanced techniques for de-escalating conflicts and resolving challenging customer issues.
  • Communication Mastery: Effective communication is the cornerstone of any strong culture.Effective communication is the cornerstone of any strong culture.
  • Nonverbal Communication: Train employees on the importance of body language, eye contact, and other nonverbal cues in creating a welcoming and engaging atmosphere.
  • Interdepartmental Communication: Foster clear and consistent communication between different departments (concessions, ushers, projection) to ensure a seamless customer experience.
  • Feedback Skills: Provide training on giving and receiving constructive feedback, both positive and corrective, to promote continuous improvement.
  • Technical Proficiency: Stay up-to-date with the latest technologies and equipment.
  • New Technology Training: Whenever new ticketing systems, projection equipment, or other technologies are introduced, provide comprehensive training to ensure employees can use them effectively.
  • Troubleshooting and Maintenance: Train employees on basic troubleshooting and maintenance procedures to minimize downtime and ensure smooth operations.
  • Leadership Development: Invest in developing your leaders at all levels.
  • Coaching and Mentoring Skills: Equip managers with the skills to coach and mentor their team members, fostering growth and development.
  • Emotional Intelligence for Leaders: Enhance leaders’ self-awareness, empathy, and interpersonal skills to create a positive and supportive work environment.
  • Compliance and Safety: Ensure your team is up-to-date on all relevant regulations and safety procedures.
  • Refresher Courses: Conduct regular refresher training on safety protocols, emergency procedures, and other compliance-related topics.

Making Training a Continuous Process

Making Training a Continuous Process

  • Regularly Assess Training Needs: Conduct periodic assessments to identify areas where training is needed. This could involve employee surveys, performance reviews, or customer feedback.

  • Create a Training Calendar: Develop a schedule of regular training programs to ensure consistent development.

  • Utilize a Variety of Training Methods: Mix and match different training methods, such as online courses, in-person workshops, on-the-job training, and role-playing scenarios, to keep training engaging and effective.

  • Encourage Peer-to-Peer Learning: Foster a culture of knowledge sharing by encouraging employees to learn from each other.
  • Track Training Outcomes: Measure the effectiveness of your training programs by tracking key metrics, such as employee performance, customer satisfaction, and retention rates.

WHAT DOES THIS LOOK LIKE IN REAL LIFE?

Investing in training is not just an expense but a strategic investment in the future of the cinema. These examples demonstrate how continuous training can address specific challenges and lead to tangible improvements in customer service, employee performance, operational efficiency, and overall culture.

WHAT DOES THIS LOOK LIKE IN REAL LIFE?

Employee satisfaction surveys are implemented, and the results are used to inform changes in management practices and training programs. The cinema also tracks key metrics like turnover rates and customer satisfaction scores to gauge the effectiveness of cultural initiatives. As new ticketing systems are introduced, employees receive adequate training and support.

EXAMPLE 1: The “Rude Guest” Scenario

PROBLEM: Your cinema is experiencing an increase in negative customer reviews related to staff interactions, particularly when guests had complaints or issues. Employees, while well-intentioned, sometimes lacked the skills to de-escalate tense situations or handle complaints effectively.

SOLUTION: You implement a continuous training program focused on customer service excellence, including role-playing scenarios dealing with difficult guests. Employees specifically practice de-escalation techniques, active listening, and problem-solving strategies. Leaders empower employees to offer small compensations (like a free popcorn or drink) within pre-approved guidelines to resolve issues on the spot.

RESULT: Within three months, negative customer reviews decrease by 25%, and employee satisfaction scores related to handling customer interactions increase significantly. You also see a slight uptick in concession sales, as employees feel more confident in suggesting pairings and promoting special offers.

Example 1: The “Rude Guest” Scenario

PROBLEM: Your cinema is experiencing an increase in negative customer reviews related to staff interactions, particularly when guests had complaints or issues. Employees, while well-intentioned, sometimes lacked the skills to de-escalate tense situations or handle complaints effectively.

SOLUTION: You implement a continuous training program focused on customer service excellence, including role-playing scenarios dealing with difficult guests. Employees specifically practice de-escalation techniques, active listening, and problem-solving strategies. Leaders empower employees to offer small compensations (like a free popcorn or drink) within pre-approved guidelines to resolve issues on the spot.

RESULT: Within three months, negative customer reviews decrease by 25%, and employee satisfaction scores related to handling customer interactions increase significantly. You also see a slight uptick in concession sales, as employees feel more confident in suggesting pairings and promoting special offers.

EXAMPLE 2: The “Tech Upgrade” Challenge

PROBLEM: Your theatre has invested in a new, state-of-the-art ticketing and concessions system. While the system offers many benefits, employees initially struggle to learn the new software, leading to long lines, frustrated customers, and increased stress levels among staff.

SOLUTION: You implement a comprehensive training program on the new system, including hands-on workshops, online tutorials, and ongoing support from IT. You create “super users” within each department who can provide on-the-spot assistance to colleagues. Training extends beyond launch to refresher sessions on new features and best practices.

RESULT: After the initial learning curve, employees become proficient in using the new system. Transaction times decrease, customer wait times are reduced, and employee confidence in using the technology improves dramatically. The improved efficiency also allows staff to focus more on customer interactions and less on technical difficulties.

Example 1: The “Tech Upgrade” Challenge

PROBLEM: Your theatre has invested in a new, state-of-the-art ticketing and concessions system. While the system offers many benefits, employees initially struggle to learn the new software, leading to long lines, frustrated customers, and increased stress levels among staff.

SOLUTION: You implement a comprehensive training program on the new system, including hands-on workshops, online tutorials, and ongoing support from IT. You create “super users” within each department who can provide on-the-spot assistance to colleagues. Training extends beyond launch to refresher sessions on new features and best practices.

RESULT: After the initial learning curve, employees become proficient in using the new system. Transaction times decrease, customer wait times are reduced, and employee confidence in using the technology improves dramatically. The improved efficiency also allows staff to focus more on customer interactions and less on technical difficulties.

In Conclusion

In Conclusion

As we’ve explored in this article, and in part 1 of this series, building a strong, intentional culture is an ongoing journey that requires consistent effort and commitment from everyone in the organization. By focusing on these key principles and actively cultivating a positive and supportive work environment, you can create a thriving cinema that attracts and retains top talent, delivers exceptional customer experiences, and drives sustainable growth. Don’t forget…

By moving beyond an accidental culture and embracing an intentional approach, you can unlock the full potential of your cinema. A strong, positive culture is not just a nice-to-have; it’s a strategic imperative for success in today’s competitive market.

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We understand the unique challenges and opportunities facing the cinema industry. Through our Immersive Development Programs and Executive Coaching, we can help empower cinema leaders to cultivate thriving cultures that attract and retain top talent, elevate the customer experience, and drive revenue growth.

Let us help you create a workplace where your employees are engaged, your customers are delighted, and your business flourishes. Contact us today for a FREE consultation and discover the CineTRAIN difference.

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