How Cinemex turned cinema WiFi into $770k MXN of measurable value
Working with Purple partner Telmex, Cinemex uses the WiFi journey across 39 cinemas to capture opted-in guest data, demographics included, and put its app in front of every connecting guest.
Guest journeys
Completed across 39 cinemas in 2025
Opted-in guests
First-party records captured via the WiFi channel, worth an estimated $570k+ MXN
App page views
A personalized page promoting the Cinemex app inside the journey
ROI in 2025 (MXN)
The estimated combined return across data capture and app promotion
The challenge
Cinemex set out to capture first-party guest data, enriched with demographic detail, and to promote the Cinemex app, using the one channel every guest touches: the WiFi.
- Capture first-party guest data, enriched with demographics
- Grow awareness and usage of the Cinemex app
- Turn cinema WiFi into a measurable marketing channel
The solution
With Telmex, Cinemex deployed branded splash pages across its cinemas: every connecting guest passes through a journey built for opt-in data capture, demographics included.
The journey then hands guests to a personalized online page promoting the Cinemex app: app promotion at the exact moment guests are settling in for a film.
- Branded splash pages across 39 cinemas
- Opt-in first-party data capture with demographic enrichment
- A personalized in-journey page promoting the Cinemex app
The results
Guests completed more than 144,500 journeys across 39 cinemas in 2025, and the WiFi channel captured over 58,000 opted-in guests: first-party records with an estimated value of more than $570k MXN.
The in-journey app page reached more than 77,100 views, worth an estimated $200k+ MXN, taking the estimated return for 2025 past $770,000 MXN.
- 144k+ guest journeys across 39 cinemas in 2025
- 58k+ opted-in guests, worth an estimated $570k+ MXN
- $770k+ MXN estimated ROI in 2025, including 77k+ app page views
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