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Movie audiences beware: before summer’s feature films roll, theater-goers attending films at National CineMedia theaters may be asked to participate in interactive ads.
The ads are being touted as interactive games, wherein the audience moves together to as a sort of human joystick that controls the interactive gaming elements on the big screen, according to National CineMedia. In a “game” sponsored by Volvo, for example, the audience leans left or right to steer an on-screen vehicle through an obstacle course, writes Media Life.
The program, called AdverGame, was developed by National CineMedia in conjunction with Brand Experience Lab’s AudienceGames program. It is available on 750 screens in 50 theaters in the top 20 markets.
Brand Experience Lab claims its clients, including MSNBC.com in the U.S. and Volvo in the U.K., have generated up to 70 percent unaided recall with audiences. Cost for a 90-second program ranges for $750,000 to $800,000 for a four-week run.
As more consumers are “on the go,” out-of-home marketing is becoming an effective way to reach them, according to a recent consumer-insight study of the out-of-home patterns of young adults, the affluent, and movie enthusiasts by Aegis Media’s PosterscopeUSA.
Young adults (age 18-30) are the most receptive to advertising in movie theaters (84 percent of young adults are likely to notice ads in a theater, 12 percent more than all adults) grocery stores, on billboards, and in malls, according to the study.
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