In the face of stiff competition from video-on-demand, ODEON UK set out to extend the emotive, joyful experience of a cinema visit, all the way from the ticket booking journey to the point of consideration. Our strategy was to make the experience as compelling as the screen experience. We took the simplicity of the customer experience of competing digital platforms and brought it together with the entertainment and emotion of visiting the cinema - a joint campaign with Vista Digital and Mando-Connect. The improvements to ODEON’s digital CX has enabled the business to effectively address new customer expectations and is reflected in the large shift in the ratio of offline to online sales, a key objective of the programme prior to pandemic-driven behaviour change. It resulted in 10% improvement in conversion overall, with a channel shift from offline sales to online sales of c. +40% and a >75% uplift in digital conversion across the new web and app experiences, based on a four-week rolling average.