As a movie theater operator, accepting cash allows you to remain inclusive of all your customers’ payment preferences. It also allows you to capture sales from cash-paying customers that could otherwise be missed if you only accept digital transactions. Considering that cash point-of-sale transactions will account for at least 12% of all sales in the U.S. in 2024, that’s a significant amount of money you can’t afford to turn away from.
Unfortunately, cash handling has its own set of challenges. Cash transactions take significantly longer to complete, creating longer lines that could exhaust your patrons’ patience. Employees must be trained on proper cash handling procedures, managers must take time to reconcile sales receipts, and theaters must accept additional security risks from storing and transporting cash for deposit. These risks include internal theft from employees and the increasing trend of thefts occurring in parking lots when cash is transported to the bank.
Cash-to-card kiosks offer a solution that allows theaters to continue accepting cash without dealing with the hassles of cash handling. A movie theater kiosk also unlocks a range of digital services a cash-paying customer wouldn’t be able to access without being able to make digital transactions.
Continue reading as we examine how cash-to-card kiosks work and how they can improve the moviegoing experience for all your customers.
How Movie Theater Kiosks Enable Cashless Payments
Even as digital transactions continue to dominate how most payments are processed, a segment of the population still prefers to use cash or has cash as their only payment option. In the U.S., over 17% of adults still prefer to pay with physical cash rather than use a digital option. This is especially true for households with incomes less than $150,000 annually.
Cash usage has actually started to increase among members of Generation Z as this generation moves further into the workforce. Approximately 70% of Gen Zers reported using more cash in 2024 than in 2023, and almost 25% of Gen Zers prefer to use cash for most of their purchases.
Cash-to-card kiosks enable theater operators to remain inclusive of the payment preferences of all customers. Cash users feed money into a kiosk and receive a prepaid debit card loaded for the full amount. The debit cards can be used online or in-person anywhere Visa or Mastercard are accepted.
This allows customers to still pay with cash while allowing theaters to move away from cash handling. It also unlocks a suite of online services cash paying customers previously unavailable to this group that offer the potential to improve their experience and make trips to the movies far more enjoyable.
The Advantages of Enabling Digital Transactions
The moviegoing experience has improved greatly since the days when audiences had to show up, stand in line for a ticket, and hope the movie they wanted to see hadn’t sold out. Now, tickets can be purchased online and seats selected in advance from easy-to-use online portals, apps, and in-lobby kiosks. These innovations are designed to enhance customer satisfaction by reducing the time spent waiting in line and allowing audiences to customize their visit to meet their expectations.
Cash-to-card kiosks enable cash customers to access digital payment systems so they can enjoy these same features and services. This provides a trickle-down effect that improves the moviegoing experience of customers while also offering the potential to improve the operational efficiency of theaters.
Let’s look at what advantages this offers both the customer and the theater:
Increases the Number of Transactions by Reducing Time Spent in Line
Whether buying tickets online or ordering concessions in advance, digital features help reduce the time customers wait in line for service. When customers can arrive at a theater with their tickets in hand, seats selected, and concessions waiting for pickup, it creates a more pleasant and memorable experience that increases customer satisfaction.
Theaters also benefit, as digital transactions take far less time to process than cash transactions. The average EMV transaction takes 2 seconds to complete, far shorter than the time it takes for a cashier to count and make change for a cash transaction, which enables lines to move more quickly. Customers not wanting to miss a minute of the action will be more willing to purchase concessions if they see a short line moving quickly rather than a long line moving slowly due to accommodating cash customers.
Accepting cash when the majority of sales are made with digital payments may not seem like a big deal, but cash payments can profoundly impact your bottom line. For example, let’s say a theater enjoys a 70/30 split between digital and cash payments. The average order ending in a cash payment takes roughly 40 seconds to complete, while orders ending with a digital payment take roughly 20 seconds. This means a theater that only accepts digital payments could process 30% more transactions in the same time it takes a theater with a 70/30 split.
The quicker service not only enhances customer satisfaction but also boosts revenue by allowing theaters to serve moviegoers more efficiently during peak times.
Convenient Online Ordering Reduces Staffing Needs
With theaters nationwide facing staffing shortages, online and automated services enable operators to do more with less staff. Presales allow theaters to anticipate larger crowds and schedule staff accordingly. Advance ticket sales reduce the number of employees needed for ticket booths, while online concession purchases let staff focus on filling orders rather than taking them.
Online ordering through apps, QR codes, or kiosks gives customers the freedom to buy tickets and concessions in advance without waiting in line. Freed from cash handling duties, staff can better meet customer needs and improve overall satisfaction. This streamlined approach is a win-win, enhancing the customer experience while optimizing theater operations.
Enhances Customer Loyalty and Engagement
Cash-to-card kiosks enable customers who previously used only cash to access digital loyalty programs, unlocking features like points, discounts, and special offers. These features enhance the moviegoing experience by adding value and encouraging repeat visits. Customers feel appreciated and more connected to the theater.
For theaters, this increased engagement leads to higher customer retention and more consistent revenue. Additionally, digital loyalty programs offer valuable data for tailoring marketing campaigns, which can further enhance customer satisfaction and drive business growth. By integrating these programs, theaters create a win-win scenario for both customers and their own operations.
Ready to Embrace the Potential of Digital Transactions?
To compete with streaming services and recover from a prolonged post-pandemic downturn, movie theaters must embrace customers by creating customized services that help elevate the moviegoing experience. A decreased profitability and a lack of available staffing also require theater operators to do more with less while still meeting their customers’ expectations.
At Ready Credit, our cash-to-card kiosks offer a streamlined option for accommodating the payment preferences of all customers while providing the potential to improve operational efficiency and enhance security. Enabling cash customers to use online payment services and loyalty programs enhances their experience and creates a level of satisfaction that keeps them coming back for more.
Contact Ready Credit today to learn how our innovative solutions can transform your theater operations and delight your guests.