Considerations for cinema ads in 2018

Category: Cinema Ads

Estimated time: 30 minutes

OVERVIEW & PURPOSE

Used as part of an integrated marketing campaign, where print, radio, television and other mediums are used in conjunction with each other, cinema can double or triple the impact of your marketing campaign. Cinema provides a 360-degree marketing environment that is uncluttered and finds the consumer in a relaxed and receptive frame of mind, perfect to get your message across.

Cinema media reaches a huge target audience each month, and its advertising recalls are plus minus four times higher than ads placed on television. Movie theater advertising reaches targeted consumers with innovative messages that engage moviegoers in a highly effective manner. This module will help you learn about advertising in the modern advertising landscape using cinema ads.

OBJECTIVES & RATIONALE

When you are planning a cinema advertisement campaign especially for targeted audiencse according to the kind of movie show they are coming to watch, it is essential to  keep their preferences in mind so you can create the most impact out of your advertising efforts.Understanding the advantages and disadvantages of cinema advertising in the modern world will help you create a balanced marketing campaign that incorporates cinema advertising. By the end of this module, you will be able to:

  • Understand the uses of cinema advertisements
  • Understand the changes in cinema advertising over the years
  • Analyze the advantages and disadvantages of cinema advertising.

TOPICS/IDEAS COVERED

  • Marketing using cinema ads
  • Evolution of cinema ads
  • Advantages and disadvantages of cinema ads

LEARNING OBJECTIVE 1

Understand the uses of cinema advertisements

KEY TEACHING POINTS:

Cinema or film advertising is yet another medium of publicity characterized by sound, motion, colour, vision and timeliness on a large silver screen. This audio-visual medium has a wide range of uses starting from ordinary slide presentation to the film screening.

Effective movie theater advertising can also includes one-on-one promotion.Partnering with events or sponsorships and can be conducted at the venues themselves, with marketing teams promoting a variety of products to consumers as they are waiting in line or approaching the theater.

Screen publicity is liked by people of all ages, sex, profession, political affiliations, income groups because, it has the appeal of life-size presentation. It was the most popular form of advertising till the advent of TV and onslaught of video because of which its popularity is fading in urban areas, while it is still somewhat popular rural areas.

There are a few reasons why people are continuing to advertise at the cinema even in this day and age. One of these reasons is that you have an audience that cannot fast forward through your advertisement. The advertisements are on a repeating cycle for a while before the movie theatre starts to play the coming soon trailers. There are still way many people that arrive at the movie theatre just to watch the trailers. Cinema advertising may change its shape and form, but I do not believe it will die out anytime in the next decade at least.

ACTIVITY

How have you observed cinemas change and evolve in the past decade? How has this impacted cinema ads?

LEARNING OBJECTIVE 2

Understand the changes in cinema advertising over the years

KEY TEACHING POINTS

Advertising in the cinema has been done for many years. It was done before people had television since people would go to the cinema for entertainment. During the early years of the cinema, people would get the chance to see the news. They could see how the war was going and get news from the front lines. People no longer need to go to the cinema early to get their news since most people have access to the news in their pockets.

In early years of the last decade, less people were going to the movie theatres than ever before. With torrents that release the movies to the public before they are even in the theatres, and the increase of people watching movies at home via subscriptions like Netflix. However, with the boosting of social activities like gaming arcades, VIP tickets with bottle services and other innovations, cinema has undergone somewhat of a revival in the past few years. More and more high-end cinemas are assigning seats for their audience which may be a blessing for marketers looking for precise targeting.

Global cinema advertising revenue was $2.7b USD in 2015 and it is expected to surpass $3.1b USD in 2019. This is a strong indication that many people do not believe that this advertising medium is on its way out. While cinema ads may not be for everyone, it is still right for the business that can make their own commercial and have the means to leverage a targeted audience.

ACTIVITY

You own a pizza joint next to a Cineplex. Would cinema advertising work for you? If no, what would be your limitations? If yes, why do you think cinema ads would work for you.

LEARNING OBJECTIVE 3

Analyze the advantages and disadvantages of cinema advertising

KEY TEACHING POINTS

Advantages of Cinema Media Advertising

Deep impact and Massive Reach

Screen advertising has a deep impact on the viewers because of large screen size and the fine picture presented to the viewers combined with sound, colour motion and vision. A cinema hall offers this unique specialty. Today, a capacity of a theater ranges between 1000 and 3000 persons per show. Not many other advertising channels can compete with the immersive nature and massive reach of cinema advertising.

Selective and Flexible Advertising

The cinema audience consists of all segments of the society differing in living standards, educational level, etc. However, since people watching the same movie are more likely to have similar interests, you are more likely to reach a targeted, selective audience very quickly.

Versatility

Video, Film and Cinema advertising cut across the barrier of literacy and language barriers.  No matter what the socio economic level or in some cases, fluency with the advertising language, audio visual content is more likely to reach the audience and capture their undivided attention.

Disadvantages of Cinema Media Advertising

Expensive

Screen advertising is a costly affair. It involves lot of activities such as selection of crew, film shooting, distribution and exhibition.If you have deep pockets or a big budget, this may not be as much of an issue, but if you are a small-medium enterprise, you may need to be really sure of the returns before you invest in cinema ads.

Limited coverage

Though screen advertising has the potential to reach a large audience, it has limited coverage. This means that your reach only goes as far as the audiences that visit the cinema hall.

ACTIVITY

Imagine you are a the marketing head of a en e-commerce clothing store. Your team wants to advertise in cinema and also want to offer discount vouchers to audience of a particular show.

Analyze the pros and cons, and generate a report on whether or not cinema ads will be effective for marketing your store.

EVALUATION

Go back to the e-commerce example. IF you have listed any challenges, how will you overcome them?

FURTHER READING

https://www.artsalliancemedia.com/news/aam-takes- cinema-advertising- next-level-adfuser

https://allaboutoutdoor.com/special-feature-detail.php?category=1&mid=81&keyword=Ambient%20Advertising