A flexible event point of sale system helps cinema operators expand their businesses to event hosting. When cinemas fill auditoriums for concerts, sporting events, gaming competitions, and corporate events, they need software that gives them options. The best systems include tools for easy scheduling, ticketing, seating, payments, and operational management.
Why Operators Are Turning to Alternative Content Cinema to Drive Revenue
A flexible event point of sale system is essential as cinemas navigate changes in their industry. Operators are increasingly expanding into alternative content cinema to attract new audiences, fill slow periods, and boost per capita revenue. Here’s the why and how:
Audiences Want More Than Movie-Only Programming
Demand is growing for concerts, like 2025’s record-breaking Taylor Swift’s The Eras Tour. Cinema screens make them ideal for competitive gaming events or sports viewing. Additionally, corporations or organizations have rented some cinema auditoriums for presentations or events. Exploring opportunities to capitalize by inviting alternative content cinema helps operators keep cash flow steady, filling slower periods with premium-priced experiences and increasing revenue overall. For example, Fathom Entertainment saw revenues increase 45% in 2024 with their limited releases of movies, live podcasts, concerts, and other events in traditional cinemas.
Alternative content can also attract new demographics and introduce cinema facilities to new audiences, some of whom may want to host their events there.
Successful Operators Use Tools Built for Multi-Content Programming
To manage expansion into events, cinemas must have a point of sale system with a purpose-built feature set. The cinema software should include tools that simplify scheduling and eliminate any complexity for the front-of-house staff from pivoting from showing movies to hosting events. Handling reserving auditoriums, setting group pricing, accepting payment, and handling admissions will vary during an event versus showing a movie.
Cinema management will benefit from a tailored system that provides on-demand access to event sales and profitability to compare to the performance of various types of events and films. A comprehensive point of sale system that collects and reports vital data simplifies hosting events rather than creating roadblocks to expanding your business.
Essential Flexible Event Point of Sale System Features for Alternative Content Cinema
A modern event point of sale system makes pricing, scheduling, and selling space or tickets for events fast and reliable — with fewer staff disruptions and better guest experiences. Your point of sale system needs to provide you with tools for easy planning, scheduling, admission, and customer service delivery.
Fast Setup for Any Event Type
Your event point of sale software must allow you to create events, from concerts to sports streaming and private rentals, in minutes. The software should give you screens that allow you to switch between general admission and reserved seating for ticket sales. It should also give you the option to configure tiered and package pricing to build excitement about your cinema’s events.
Streamlined Scheduling + Ticketing Control
Your point of sale software should eliminate the complexity of ticketing, pricing, seating charts, and publishing different types of events. Your software should include smart scheduling tools that avoid overselling for an event or double-booking a theater. Look for software that allows you to manage from a dashboard that gives you access to all the features you need, in addition to visibility into operations and sales in real time.
Better Front-of-House Operations
Your event point of sale software should also help your staff perform their jobs better. Employees should immediately be able to identify the types of events on the schedule with clear labeling so they can prepare properly. Cinema software should also support employee-friendly workflows to manage transactions quickly and securely, whether at the ticket window or the concession counter.
Marketing Tools That Fill Seats for Alternative Content Cinema
Opening cinema auditoriums to new types of experiences alone can increase the number of guests that come through the doors each year. However, you can take additional steps to increase traffic even more through marketing and sales.
Email + Loyalty Programs That Increase Attendance
Email is a proven way to amplify news about events at your cinema. When you expand your business to host new types of events, however, it’s vital to segment your marketing list by interest, i.e., fandom, concerts, and sports, to send relevant news. You can also email your loyalty rewards program members by offering them pre-order privileges or bonus loyalty points when they attend special events.
Social Media + Local Partnerships
Social media, both organic posts and paid targeted ads, is another effective way to reach people in an event’s potential audience. Also, consider the demographic of an event’s audience and announce or advertise where they are, such as a school, college campus, gaming clubs, or sports bars. Remember that just as eye-catching movie posters and trailers can help generate interest, signage, videos, and promos can help fill the seats at your cinema events.
On-Site Upselling with Your Event Point of Sale
Your point of sale software should have features that help you fill more seats and increase revenues. Consider online ticketing capabilities to reduce lobby congestion and help guests get to their seats before the event begins. Also, configure your software to remind staff to suggest upsells at the concession booth or to add merchandise that helps you improve margin on events.
Why Operators Choose Omniterm for Event Cinema & Everyday Operations
Omniterm has designed point of sale software specifically for cinemas, and this flexible solution has features that allow you to manage movies and alternative events. Operators trust Omniterm because it reduces complexity, increases efficiency, and empowers staff to deliver exceptional experiences. From chain-wide control to real-time reporting, Omniterm offers a complete theatre management system designed for modern multi-purpose cinemas.
Proven Benefits of Omniterm for Theatre Operators
Our expertise in cinema management and point of sale software is reflected in our solution’s features. We give you the capability to:
- Simplify event creation, pricing, and scheduling
- Optimize staff scheduling and labor costs
- Gain real-time visibility into your entire operation, from tickets and concessions to labor and rentals
- Manage multi-location chains with centralized enterprise tools
- Trust one provider for POS, ticketing, reporting, and back-office operations
With the Right Event Point of Sale, Every Auditorium Becomes a Revenue Engine
Event cinema is growing — and operators who embrace flexible programming will gain a competitive advantage and open the door to growing revenues. Omniterm’s cinema software provides everything necessary for an alternative content cinema, including streamlined operations and a productive staff.
Contact us to learn how a unified system handles all aspects of your operation, including ticketing, concessions, inventory, scheduling, marketing, and reporting, so you can focus on delivering standout guest experiences and fill the seats in your cinema auditorium.
