I have not blogged in a while as work has seem to of consumed my life.... however, I have been learning a few things along the way which I shall be sharing....The cinematic experience is revolutionising...... the experience is becoming much more exciting and involved as 3D technology gets better and better. Is cinema, though, at the forefront of buyers and clients minds? Cinema advertising has gone from strength to strength with 2010 being one of the strongest years for cinema yet - with 2011 proving to be another great year. As a result there are big expectations for 2012, which by looking at the 2012 line-up, they might not be wrong!
Cinema poses a good argument when it comes to media planning; they have the audience in the right frame of mind - whereby they are fully engaged and susceptible to the advertising they are played;
There is also very low ad-avoidance - people do not tend to leave the cinema after they have seated, and a lot of people turn-up 20 mins before the cinema show, meaning they are present for almost 80% of the ads shown to them. In comparison to other mediums it (obviously) shows the lowest in ad-avoidance;
In fact, 3.3. million people visit the cinema every week, with 39% of people going more than once a month. usually they attend, on average, in groups of 3. This means that as the ratings of cinema advertising is based on admissions, this could mean some juicy viewing numbers of your target audience. Saying this, you can be very specific in your targeting through choosing specific films to advertise in, by buying certain 'film packages' - whether its a general all adults package (whereby kids films are excluded) or a male/woman packages.... therefore you are targeting your audience when they are most receptive, most engaged and most relaxed.
Cinema advertising has broken through the boundaries recently in terms of innovation and new creative formats. DCM recently hosted the England rugby final, where they invited all the hardcore England fans to watch the screening of the game in central London in a Vue cinema.... needless to say all cinema etiquette went out the window as screaming fans and booze filled the cinema. The response was epic with everyone saying they loved the experience and would go again. Some advertising has even gone into the cinema seats..... where they had actors within the seats that collaborated with the advert on screen. An example of this was for St john's ambulance, where a family had a child chocking on some food in the advert on screen, then an actor from the audience got up from their seat and shouted 'I'll help her', walked up behind the screen, which the advert then showed the same lady walking into the room on the advert and saving the child's life - wicked innovative thinking in my eyes. Imagine if that happened in a screening you were sitting in? I would remember that brand for sure.
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| St John's ambulance on/off screen advertising |
Along side the frequency of cinema viewers, there are 550 films released every year (approx 46 per month), leaving many options open for your brand in terms of what content they want to be next to. Since, the introduction of Orange Wednesdays, mid-week cinema viewings has dramatically increased - leaving open the opportunities for advertisers and brand to exploit the high admission numbers that have been proven through-out the year.
If you are wanting a sneak peak for films to come 2012, then check these out;
2012 - the year for cinema advertising!
(Information obtained courtesy of DCM Cinemas)
