Most of us have probably been to the movie theater recently and seen a few advertisements on the big screen before the movie begins. This emerging media platform doesn’t appear to be going away anytime soon. In fact, theater advertising companies like National CineMedia (NCM) have seen an increase in companies opting to advertise in theaters.
According to MyersBizNet data, cinema advertising revenue totaled $743 million last year and is expected to increase by roughly $20 million this year.
Theater advertising spots are often longer and far more expensive than spots on television. So why advertise there? Well, moviegoers seek out their entertainment opposed to people watching television that may very well be a passive activity or mere background noise while cooking dinner or cleaning house. The audience at a theater is captive and engaged. According to Cineplex research, “42 percent of consumers who are moviegoers have a stronger emotional attachment to film than to major televised events, TV shows, magazines and radio.”
The strategy with most cinema advertisements is that it is incorporated with other mediums to reach consumers multiple times.
It is clear that this cinema advertising is here to stay. NCM recently unveiled new tools that they plan to use to make theater advertising even more effective including Audience Targeting Optimizer software that will help brands create media schedules based on movie genres that resonate with target audiences. NCM stated it is working with, “…Rocket Fuel on its new Cinema Accelerator product that will help marketers reach moviegoers online and on their mobile devices, using first-party data like movie ticket purchase data.”
So, as you buy that $10 movie ticket this weekend, be prepared for some long and engaging advertisements. You might even get lucky and see one in 3D!