Cinemark Birthday Party Booking Refresh
The Problem
Birthday parties at Cinemark are meant to be fun and simple — but the process is confusing. When you book a party online, it only covers a small private room. Movie tickets have to be bought separately, but that detail was buried in the copy, so guests often assumed tickets were included. Cue a lot of upset parents and frustrated theatre teams.
“We continually run into the same issues week after week with the current birthday party system.”
- Theatre 1143
“[Within] this current system, our party room rentals have gone down drastically.”
- Theatre 379
The Solution
The Events team originally asked for a quick fix: swap out an image of kids in theater seats for one of a kid with a cupcake. I thought that was a good start, but the issue ran deeper than the photo — it was the experience itself.
I suggested a small refresh to make things clearer. I cleaned up the layout, teamed up with our copywriters to simplify the language, and broke the process into three easy steps. I also highlighted “What’s Included” so there was no confusion about what guests were actually booking.
