Cinema Advertising

Cinema Advertising

There is a significant reach of advertising at the cinema. A very high
percentage of Americans go to the cinema on a regular basis, and they go
frequently. With an estimated worldwide advertising expenditure of $800
million, and only a small fraction of that spent in the U.S., cinema
advertising in the U.S. is poised for growth.

Cinema advertising is unique in that it reaches an attentive, captive
audience. Consumers aren-t subject to the distractions they face at home
such as the telephone, remote-control devices or simply performing
household activities away from broadcast media during commercial breaks.

Cinema audiences do not mind the advertising that is part of their
cinema experience. In fact, Americans feel movie advertising is more
acceptable than advertising on the Internet. Cinema advertising delivers
traditionally hard-to-reach but highly desirable demographic groups.
Cinema can play a critical role in any media plan by reaching these
consumers, who tend to be younger, wealthier and better educated.

The State of Cinema Today

The U.S. cinema industry has experienced steady growth in the past 10
years, growing from a $4.9 billion industry in 1992 to a $9.5 billion
industry in 2002.2 Admissions have grown from 1.2 billion to 1.6 billion
annually.3 Consumers have seen dramatic changes in the cinema industry,
from an expansion of the number of theaters to the creation of
multiplexes and megaplexes, which provide more screens. More movies are
released than ever before, giving consumers more choices at the movies
and more reasons to go more frequently.

Changes are happening within the movie theaters as well. No longer
simply a place to sit and see a movie, theaters are increasingly
becoming entertainment centers for consumers. Theaters have introduced
audio programming, video programming and information via kiosks to keep
moviegoers informed and entertained at the theater. Short-form
programming, movie previews and compelling advertising are all part of
the movie experience today.

Cinema is used worldwide as an advertising medium, with growth expected
in the United States. ZenithOptimedia estimates that in 2002 over $800
million4 was spent worldwide on cinema advertising, with only a small
fraction of that spent in the United States. The U.S. cinema industry is
poised for growth as advertisers begin to understand the reach and
unique value of cinema advertising.

Cinema offers a unique opportunity to reach consumers. Going to the
movies is a happy, transforming experience with family and friends-an
environment where consumers are in a frame of mind to be entertained and
receptive to advertising messages. Moviegoers sit comfortably in their
seats. There is no remote control to zap through the channels and miss
the advertising. Theaters are a destination of choice and advertisers
have the full attention of the moviegoer.

In January 2003, 95 million Americans-40% of U.S. persons aged 12 and
older-went to the movies in the -past month,- the Holiday season. Movies
are particularly important to teens and young adults, who go in larger
numbers and go more often. Moviegoers are active, well-educated, and
have higher-than-average household income.

Moviegoers are a younger, affluent, active consumer group representing
an extremely attractive advertising target. By virtually any dimension,
moviegoers make an attractive advertising target. Moviegoers are much
more likely to be younger than 35 years of age. They are much more
likely to have high household incomes. They go outside the home for
entertainment and participate in sports and other active lifestyle
activities. They are more likely to spend more on advertising categories
such as automotive, telecommunications, travel, financial services and
entertainment technology. The desirable demographic profile of
moviegoers, combined with the significant reach, represents a tremendous
opportunity for advertisers.

Consumers notice their enriched cinema environment-and they don-t mind
the advertising. Over two-thirds of adults and seven out of every 10
teens say that they do not mind the advertising that played before the
movie began. Americans feel movie advertising is more acceptable than
advertising on the Internet. Consumers were quick to notice the new
media opportunities in the theater, including posters, music
programming, kiosks, video screens and on-screen advertising. For all
attitudinal measures used in this study, consumers were positive about
their enriched cinema experience.

Cinema advertising can play a vital role in the media mix by reaching
consumers who spend less time with television and radio, and enhancing
the reach of media such as Outdoor and the Internet. Moviegoers use less
television than people who do not regularly go to the cinema. Moviegoers
are more likely to be light television and radio users, heavy users of
Outdoor advertising and heavy Internet users.

-Dinner and a movie- is now -shopping, dinner and a movie- for many
moviegoers. Forty-three percent of moviegoers reported eating at a
sit-down or fastfood restaurant immediately before or after the movie.
Fourteen percent visited a retail store immediately before or after the
movie. Another 6% reported going to a bar or drinking establishment.
Shopping combined with movies was particularly strong for women, with
17% of women reporting visiting a retail store before or after going to
the movie.

Consumers spend -quality time- at the theater. Moviegoing is important
to consumers and is a destination medium. On average, consumers arrive
at the theater 19 minutes ahead of time, well ahead of the movie start
time. They are spending time in ticket lines, at the concession stand,
in the lobby and in the auditorium before the movie.

Content Courtesy:cinemastudy.iconocast.com