Cinema advertising can be described as the process of playing ads to an audience before their movie begins, although it has recently garnered more attention the practice itself is quite old dating back to 1897. Cinema advertising was used long before tv ads to reach out to consumers. Interestingly, although ads generally have a mixed reaction from consumers, according to several studies cinema advertising has an overall positive reaction from cinema audiences. Research has shown a higher brand recall rate from consumers, greater levels of trust and credibility in brands that are presented on the big screen.
There is also an argument that consumers pay greater attention to cinema ads due to the environment, the big screen, high quality sound system and darkened auditorium are all factors that engage the consumer. Studies have also shown that consumers are less likely to move from their seat when the lights in the auditorium dim. Consumers have also been found to be more likely to pay attention to the screen due to the lack of distractions and noise. All environmental factors mentioned lead to a very engaged and captive audience.
As cinema audiences are there by choice, the ad should fit and compliment the movie and not be considered an interruption to the movie going experience. Another benefit of cinema advertising is the culture, as it is considered inappropriate to talk when the lights become dim and the ads start, noise distractions are kept to a minimum. Cinema advertising also provides very clear demographic information, providing marketers with the ability to reach a very targeted audience. Cinema audiences have been found to have 8 times higher brand recall than those watching advertisements on tv.
The movie watching experience also heightens the emotions of consumers, research has found that most people go with someone they know or sometimes in groups, this essentially heightens the emotions of those individuals. This means if an advertisement is told correctly it should leave a lasting impression on the audience, resulting in higher brand recall and brand awareness.
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- Customised for your specific business needs
- Integrated with CRM, film database, finance and POS systems
- Fully integrated with every Theater Management System vendor
- Optimised use of inventory, AA can schedule an individual playlist for each and every show.
- AI scheduling to create the most profitable playlists based on available campaigns and inventory.
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About Unique X
Unique X is a brand for the future of digital cinema, providing intelligent autonomous solutions and content services. Unique X operates in 80 countries globally and specialises in delivering innovative cinema software. To date, more than 200 million GB of data have been transferred, and over 300 million advertising playlists have been delivered. Cinema solutions include RosettaBridge TMS (Theater Management System), RosettaNet Circuit Management System, Movie Transit (Digital Cinema Package Content Delivery Network), Basekey (KDM management), RosettaPOS (Point of Sale), RosettaLive (Event Streaming) and our suite of sophisticated pre-show products of Advertising Accord, AdTransit and SmartTrailering.
Frison, S., Dekimpe, M., Croux, C. and De Maeyer, P., 2014. Billboard and cinema advertising: Missed opportunity or spoiled arms?. International Journal of Research in Marketing, 31(4), pp.425-433.
Owczarski, K., 2013. Come Early and Enjoy the (Pre-)Show: Screenvision and the Growth of Cinema Advertising. Quarterly Review of Film and Video, 31(2), pp.148-160.
Yuan, S., 2017. An investigation of the influence of cinema environment on advertising effectiveness. International Journal of Advertising, 37(4), pp.591-608.