Sitting in the cinema a few years ago, I still remember the advertisement that played on the screen before the movie began. Strangely, I cannot remember a great many details of the movie itself, but the advertisement was so entertaining that the whole audience was in fits of laughter. It was one promoting a brand of chips, and you have to have watched it to experience the humor.
That’s the power of the cinema. A giant screen directly advertising to a target audience who cannot switch off, but watch—and quite often—-remember.
People today who are largely considered to be digital creatures living online and interacting virtually, still want and need an element of the real—the here-and-now experience. This is why movies and documentaries still thrive and draw audiences. That immersive experience, a part of the arts that is an integral part of the presentation of emotions such as joy, fear, sadness and excitement cannot be replicated so much in other mediums as the cinema.
Promotional material should ideally do very well in such an environment because the audiences frequenting such experiences are those who enjoy the focused atmosphere. Their need to be fully present in that particular situation makes them the perfect audience to approach with a brand or product experience.
Making the most of cinema advertising
Movies draw audiences of diverse ages and their interests and ambitions may vary, but they are all connected by the social element of wanting to visit a cinema to watch a movie with family and friends.
Aligning your brand with certain genres of movie experiences such as cinematic musicals will mean that your brand is recognized as prestigious and even cultured.
Film as a means of storytelling
There are various sub-genres within the movie genres itself, and knowing these can be useful for advertisers and sponsors.
For instance, aspects such as comedy, musicals and horror can offer various benefits in their own right to sponsors and advertisers based on their specific needs.
Musicals are an excellent means to market brands such as musical instruments, fashion brands and so on. In general, cinemas are used as a place to market a gamut of FMCG (Fast Moving Consumer Goods) brands. However, this does not mean that one cannot hone in on specific niche market brands to be marketed at the theaters. Furthermore, theater is a very visual medium. It probably has more visual appeal than television because it is more life-like and immersive.
Visually, this also draws in the audience’s undivided attention, and while the reach may be not as great as television, perhaps the focus will be far more pronounced.
Setting up signage of your brand in the theaters, in addition to having an information desk outside, can quite help generate inquiries which can later be transformed into sales.
Measuring effectiveness
Knowing just how many customers your advertisement or sponsorship message reached will be important to determine if your affiliation with a specific play was successful.
Preparing a digital feedback form accessible via a QR code that can be scanned on one’s ticket will be an easy mechanism. Perhaps offering the customer a discount on one’s brand via scanning the QR code and then having a very short feedback form to ascertain the customer’s reaction to being approached by your brand at the theater, will be useful.
Your return on investment (ROI) in cinema advertising may vary depending on the movie playing at the time. Blockbuster movies are likely to bring in more audiences who see your advertisement, while the less popular genres may likely convert to less sales.
Keep in mind…
Where you advertise, when you advertise and for how long are some important decisions that will affect the efficacy of your campaign.
Ask about the upcoming movie releases, audience statistics and general audience demographics to help you with your decision.
While pricing for advertising may vary depending on the times you advertise, at which theater, and so on, the overall cost per reach may not be significant and so, this can be the ideal medium to gain exposure for your brand.
The frequency of advertising in movie theaters means that your brand gains meaningful exposure and reaches audiences both in audio and visual form.
So, you should definitely consider theater advertising in your marketing mix for this year to make a greater impact.
(Anouk De Silva)