Cinema advertising has been around since the dawn of film. Advertisers have always valued cinema because it allows them to reach large audiences at once. Since its start, cinema advertising has changed dramatically with new technologies and methods making up for a better viewing experience for the customer. Here are five facts to know about cinema advertising:
- Cinema advertising is an immersive experience.
The booming sounds of action movies or laughter in comedies are part of advertisers’ atmosphere in cinemas today. This type of advertising ensures that consumers remember what brand they saw and how it made them feel, creating additional memory triggers to encourage purchase later on down the line. The atmosphere takes marketing one step closer to being branded into moviegoers’ minds. In addition, cinema advertising reaches a large audience of the moviegoer because it is played to everyone in the theater.
- Cinema advertising does not work for every product.
While many products can be successfully promoted through this medium, not all products will appeal to everybody sitting in the audience. If a company tries to promote a product that does not feel natural or doesn’t match what people expect from watching a film, it might do more damage than good. The key is finding something suitable and memorable. In addition, if viewers find an ad intrusive or disruptive, they may simply choose to ignore it, thus creating a poor experience for those watching the movie and those trying to sell the product being advertised.
- Cinema advertising is expensive.
Cinema advertising is not cheap; in fact, it reaches the top ranks of most expensive forms of media. That being said, studies have shown that this type of advertising can be highly successful if executed properly. According to a survey done by the research institute, Millward Brown Vermeer found that 52% of US consumers are more likely to buy a product after seeing an advertisement while they’re watching a movie. They also found that people remember ads played before movies 2x longer than ads played during TV programs. These numbers show that cinema advertising can have benefits for both advertisers and customers when done correctly.
- Cinema advertising lets companies get creative
No two advertisements are alike simply because no two movies are alike. That being said, companies have the opportunity to experiment with this form of advertising and come up with something unique that they can use to their advantage. Whether they choose to feature a product within the film or invest more heavily into atmosphere branding, companies have many options for cinema advertising. The key is staying creative & memorable!
- Watching a movie is still an enjoyable experience.
The main point of showing ads before a movie is not necessarily to convince viewers to buy something right now, but rather, it’s meant as an added benefit for watching the film later down the line. If viewers enjoy what they see during advertisements, they may be more inclined to watch future movies in the same way. Cinema advertisers need to ensure that their product fits the film and is a memorable addition. In other words, it’s not necessarily about selling the product at the time of watching, but rather planting a seed in viewers’ minds to make them want to buy later on.
Theatre attendees have essentially been exposed to countless ads during this century. However, because cinema advertising follows such a specific formula, companies have been able to take advantage of its popularity by creating immersive atmospheres around their products and finding creative ways to incorporate them into films. Understanding what makes an ad enjoyable & memorable, moviegoers are more likely to come back to watch another movie with advertisements in place because they know it will be a better viewing experience!
Conclusion
Did you know that the first cinema ad was shown in 1897? It wasn’t until 1913, 1888 years later, that the first animated advertisement played before a film at the Palace Theater in New York City. Then, it took another thirty-three years for an advertiser to buy out an entire screen at ten cents per foot. Today, advertisers buy screens for anywhere between $80k and $100k per screen for one month, depending on location and movie release schedules. In addition, not all ads are created equal; simultaneously, some studios concentrate mainly on producing films targeted toward family audiences. Other companies aim toward more mature audiences with edgier themes and darker cinematography. These types of advertisements do not always flaunt products within them but can be blatant product placement.
While advertising of all kinds has been on the rise, it is predicted that in 2018, cinema spending will surpass TV spending. Cinema advertising motivates consumers to go to the movies rather than wait and watch at home. Plus, when they go to theaters, people can interact with other moviegoers during trailers or in-movie promotional content, which increases effectiveness in the long run.
If you didn’t know, the world’s biggest advertiser in cinemas is Coca-Cola. This beverage company broadcasts short clips before previews begin and splices its logo onto traditional ads for maximum exposure. It was estimated that Coca-Cola spent around $149 million worldwide on these efforts. Lastly, the most compelling cinema advertising is memorable, leaves a lasting impression on viewers & draws them back to watch more movies. If done correctly, cinema advertising is good for the film industry and the advertiser’s company image!
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