From VHS to DVD and blu-ray to digital streaming on Netflix, all these new technologies haven’t stopped people from visiting the cinema. In fact, 177 million people visited UK cinemas in 2018, an increase of nearly 7 million from 2017. But how can this help brands and businesses?
As marketers, we are constantly trying to find a way to cut through the ‘noise’ and get our message across to our target market. Cinema can provide us with a fantastic opportunity to get across our message to a receptive audience. In fact, cinema ads show the highest engagement score and lowest ad avoidance score – no blockers at the cinema (unless you count sticking your head in the popcorn bucket!).
Picture the scene
Picture the scene…. you are feeling relaxed as you enter the cinema, you settle back in the dark to enjoy the film. The sound is loud, the screen is big. It captures you. Plus, the ads and trailers are right up your street (it’s almost as if the media buyer knew you would be interested in this!). You aren’t using your phone (it’s actually switched off!), you aren’t talking to your mates, you are watching the screen and listening to the audio. Your eyes are glued to the screen and you are taking in and retaining more because you are so focussed. In fact, you won’t need to watch an ad more than once – you will remember the one that was in your face there and then.
The above is fantastic news for marketers and is why we’ve developed our new media packages which include film production and media planning and buying.
What cinema does that other media doesn’t.
Whilst digital advertising gives us fantastic targeting capabilities marketers are still left with the hurdles of engagement, ad blockers and ad recall.
With TV and radio advertising, the audience can often be distracted – multi-screening whilst watching the TV, driving whilst listening to the radio and generally not giving their full attention to whatever it is they are watching or listening to.
Cinema gives you a captive audience, the brand image is often boosted by being associated with the movies on the full screen. In addition, cinema advertising can be really targeted – the type of film, the location of the cinema, the ads being positioned close to the point of purchases, are all things that advertisers should consider. Not to mention the fact that on-screen copy can use full sight, sound and movement to increase ad recall.
But how does this relate to a video production company we here you ask? Well…. We are increasingly seeing our clients consider cinema as a viable option for their ad spend.
We believe that cinema is about to enter another dimension. Reassigning itself as a more than credible place to get your message out to a receptive audience who will remember you. Wouldn’t it be great if your brand or business was on board with that and was one step ahead of everyone else?
Contact us to learn more about our media packages which include video production, media planning and media buying for brands who want to advertise at the cinema.