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The lobbies and big screens in theaters on military bases have seen an increase in cinema advertising, as marketers target the predominately male audience during leisure hours, Media Life reports.
Similar to other firms providing branding and promotion efforts in theaters across the country, New York-based Alloy Media + Marketing offers its clients on-screen and lobby promotions and signage in military base movie theaters. Options include on-site distribution of promotional flyers and coupons, ticket branding, 30-second on-screen commercials and signage in the theater lobby.
“It’s working with an existing platform, knowing that the military personnel and families are going to want to see films on base,” said Samantha Skey, Alloy senior vice president. “The sponsors are actually making the screening possible by paying for distribution.”
The Military Cinema network involves theaters on 80 U.S. bases, reaching 80 percent of all bases in the country. The total active duty population is around 3.38 million, 88 percent of which is male. Also, there are 2,725,900 civilian employees, 1,722,226 retirees and 1,664,716 reservists who can access to base cinemas.
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