(1) Surprise campaigns - Beat the Queue
Your users have taken the time to download your app, now it's time to surprise them! Create an 'on entry' geofence near the entrance of your entertainment venue (i.e cinema, nightclub). As the user enters the geofence send a campaign with an offer for example 'Beat the Queue tonight, when you show this to a member of staff.
(1) Surprise campaigns - Plus 1
Nightlife is one competitive space, but why not incentivise your app users to keep returning to you? Place an 'on entry' geofence near your closest rivals and encourage your app users to come to you instead. Create a simple "Plus 1" or "bring a friend for free campaign" to help fill your venue.