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Even in times of economic instability - perhaps especially during times of economic instability - people go to the movies, and cinema advertising is becoming a more common element in a media buyer’s bag of tricks.
Cinema advertising is growing by 15 percent annually, and the medium is expected to enjoy a 17.5 percent growth rate this year, according to Jackmyers.com (via Brandweek).
Movie theater companies are broadening their offerings as they explore interactive elements in their ads. National CineMedia, for example, is rolling out technology from Brand Experience Labs that allows the audience to act as a kind of human joystick that controls what happens on the screen. Screenvision is launching a text messaging system for use in theaters sometime within the next 30 days. Between the two of them, the companies control about 80 percent of the country’s 38,000 movie screens.
Kia marketing director Tim Chaney says that last year’s cinema spots for the Rondo crossover were “very effective” and resulted in “extremely strong results.” The automaker plans to use cinema advertising again for the upcoming crossover, Borrego.
Norm Chait, svp/director-out-of-home for MediaVest, says the agency is going after cinema aggressively. “We don’t know what the numbers are, but there are already dollars coming from traditional prime time and other broadcast channels that are going into video, and video is going to cinema among other things.”
He adds that this year is one of the agency’s biggest in terms of ad dollars being spent on cinema.
However, March research from Screen Digest suggested that the outlook for the global TV advertising market is that there will be only sluggish growth through 2009. As a result, traditional media will suffer a decline in budgets - particularly print and radio, as well as cinema campaigns. Minimizing the impact for outdoor and cinema will be technological advances, in terms of digital signage for outdoor advertising and the introduction of digital screens in cinemas.
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