More From SF Bio Online

For Swedish cinema chain SF Bio, the web has become one of the key points of contact with moviegoers. Traffic at the chain's site, sf.se, has grown 140 percent since 2005, with 1.5 million unique monthly visitors and nearly 20 million page views. Most visits to a movie theater actually start at sf.se, and seven of ten tickets are reserved or bought via the net, according to Christoffer Cederschiöld, business unit manager for new media at SF Bio.

"Information about upcoming movies, trailers and the latest news from the film world are popular parts of sf.se," Cederschiöld says. "Visitors can even discuss the latest movie they've seen at the site's community, Biosnack."

In response to the intense use, SF Bio has come up with a new layout and technical platform. The updated site is better suited to today's computer screens and includes a new player for watching trailers and a new digital identity, says Cederschiöld.  As well, a new web program, Popcorn, was launched on the site, featuring guests talking about films. The first 15-minute episode premiered on Nov. 18.

"What customers probably will notice most is that it's faster to buy tickets," says Cederschiöld. "Ticket purchases have increased 70 percent since 2005 and need to be fast and easy for our customers."

Along with the new site, SF Bio will be launching new apps for the iPhone and Android in early December. The original iPhone app has been downloaded to over 650,00 telephones, Cederschiöld says. The new version will allow ticket buyers to choose their seats in the app, something customers having been asking for.