Introduction
When setting up your usheru Select experience, one of the key choices you’ll make is how audiences begin their ticket-buying journey. The two available flows are:
- Select Cinema First
- Select Date First
Both deliver streamlined seamless user experiences, but each is suited to different types of film releases. Choosing the right approach can significantly influence engagement, conversion, and audience satisfaction.
What We Recommend
The choice between Cinema-first and Date-first depends on your film’s release scale and distribution footprint:
a) For smaller or limited releases — We recommend using the Select Cinema First option.
This flow aligns with how audiences behave when a film is not available everywhere. They tend to decide where they want to watch it first (e.g., their local independent cinema) and are willing to adjust their plans based on the available showtimes.
b) For larger or wide releases — We recommend using the Select Date First option.
When a film is playing in many locations, audiences usually start by deciding when they want to go and then look for the most convenient cinema showing it at that time. This approach helps to present a broader range of options upfront, especially for opening weekends or blockbuster titles.
How to Do It
1. Selecting the “Cinema First” Flow
Use this option when your film is showing in a limited number of cinemas or in select markets.
Why it works:
Audiences often have a preferred venue and are familiar with its location and amenities.
If a desired showtime or date isn’t available, users are more likely to choose another date at that same cinema rather than abandon their search.
This approach helps maximise discoverability when the film might not play every day in every cinema.
2. Selecting the “Date First” Flow
Use this option when your film has broad distribution and showtimes across multiple cinemas.
Why it works:
When the film has mass coverage, it is likely to play everyday in each cinema.
It reduces the noise allowing people to find the showtime in their favourite cinema quickly.
The experience feels faster and more efficient for high-demand releases.
Summary
Final Tip
If you’re unsure which flow best fits your campaign, start with Date First and as the release hits week 2 & 3 and showtimes are less frequent, move to Cinema First.