Barking up the right tree?
In a world where businesses are constantly seeking that elusive “wow” factor to stand out, a historic Parisian cinema is showing that innovation doesn’t always have to be digital or disruptive—it can be delightfully dog-friendly.
At first glance, the idea of allowing dogs into a movie theatre sounds like a quirky novelty. But look a little closer and you’ll find a fascinating case study in niche marketing, experiential innovation, and customer-centric design.
The Cinema That’s Gone to the Dogs (In a Good Way)
The Majestic Bastille, an art-house cinema near Place de la Bastille in Paris, has started hosting monthly “Séances Doggo-friendly” screenings—film nights where owners can bring their dogs to enjoy movies that often feature canines in leading roles.
The concept took off with the premiere of Le Procès du Chien (Dog on Trial), a French-Swiss comedy featuring a dog accused of biting someone. Its popularity, combined with a suggestion from the film’s director Laetitia Dosch, inspired the cinema to make canine cinema a regular event.
Experience Design Meets Animal Companionship
For most businesses, delivering a product or service is only part of the journey. The experience around it—the atmosphere, the rituals, the emotional payoff—is where customer loyalty is built. The Majestic team understood this.
From the moment the dogs arrive, they’re treated like VIP guests. They sniff around, greet their “colleagues,” and settle into plush red seats (with coverings provided by their owners). The sound is softened for sensitive canine ears. Special €5 dog-friendly popcorn is on sale. This is no slapdash stunt; it’s a carefully curated experience.
As cinema manager Anastasia Rachman put it, “It’s different and fun.” But more than that, it’s inclusive, human-centred, and unexpectedly strategic.
Business Lessons from a Barking Box Office Hit
1. Niche Markets Can Be Power Markets
Dog ownership in France is high—and pet parents are increasingly spending on experiences, not just toys or grooming. This aligns with broader global trends in “pet humanisation,” where animals are treated more like family members. The Majestic spotted a niche and leaned into it.
Takeaway for students: When evaluating markets, don’t always chase mass appeal. Hyper-focused offerings can be more profitable and generate stronger loyalty.
2. Create Moments, Not Just Transactions
A night at the cinema becomes a story—“Remember when Fido barked at the labrador on screen?” These emotionally resonant moments are more than just fun—they’re shareable, and they fuel organic marketing. Social media posts from dog owners and curious onlookers alike have propelled the cinema’s visibility far beyond Paris.
Takeaway: Businesses that can turn their service into a story will find their customers doing the marketing for them.
3. Inclusion Can Be a Differentiator
The Majestic already offered screenings for babies and the hearing/visually impaired. Dog-friendly nights extend this inclusive approach in a playful direction. It shows respect for a customer’s lifestyle and choices—whether they have a newborn or a schnauzer.
Takeaway: Inclusion isn’t just about accessibility—it’s about relevance. Who are your customers, and how can you show that you see them?
4. Partnerships Create Added Value
Dog snacks and popcorn are supplied by Bone Appart, Paris’s first dog-friendly café. This partnership strengthens the experience and allows both businesses to tap into a shared customer base of devoted dog lovers.
Takeaway: Smart partnerships can create win-win situations that expand customer touchpoints and generate new revenue streams.
5. Brand Personality Matters
The Majestic Bastille is nearly a century old. Instead of relying solely on its history, it’s showing Paris that even traditional businesses can evolve. The brand is now known not just for arthouse films, but for playful, customer-focused experiences with a strong sense of humour and heart.
Takeaway: A clear, consistent brand personality—fun, caring, community-minded—can deepen customer loyalty and attract new audiences.
When Quirky = Strategic
Some might dismiss this as a gimmick, or worry about the logistics. After all, it is Paris—where complaints about damp dogs and flea scares do pop up. But it’s precisely this sort of novelty, paired with thoughtful execution, that allows small businesses to punch above their weight.
Think of it like this: big chains can offer scale, but small businesses can offer soul. The Majestic doesn’t just sell tickets—it sells an experience rooted in joy, empathy, and shared connection. That’s powerful.
Final Reel: Lessons Worth Fetching
For business students, the Majestic Bastille story is more than a tale of cute dogs in cinema seats. It’s a masterclass in customer-centric innovation. It shows us:
- How to identify and serve overlooked audiences
- How experience design can deepen emotional connections
- How playfulness and purpose can go hand in hand
- How physical businesses can thrive through creativity, not just technology
So next time you’re thinking about competitive strategy, market segmentation, or building customer loyalty—remember the Paris cinema that went to the dogs and came out on top.
