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Please offer a brief description of cinema advertising:
Cinema advertising is a dynamic medium offering advertisers the opportunity to reach their target consumers in a distraction-free compelling environment. Advertisers showcase their brands in an entertainment backdrop and access the star power that drives consumers to our cinemas.
Cinevation has a dedicated in-house production studio that produces clear and simple high impact digital advertising to communicate our client’s advertising message. Our sales executives provide customized advertising solutions based on the needs of the individual cinema advertiser.
In a nutshell, your commercial is shown on a screen that is 1,000 times bigger than a television set, to a captive audience with outstanding sound quality. There is no other medium that compares to us when it comes to IMPACT.
Do you have an industry or regulatory body?
Yes, the Screen Advertising World Association is the global trade body of Screen Advertising Companies and Associated Companies that have relationships with and supply services to the Screen Advertising Industry.
The aims of SAWA are to develop international standards and practices for Screen Advertising and to improve communication between Screen Advertising Companies around the world to facilitate the easier buying of the cinema medium for Advertisers.
What Audience & Measurement Statistics should advertising buyers request from you?
Cinema has the research and statistic that are comparable with those of the best media around. Not only do the cinema owners have 100% accurate statistic about exactly how many people attend each show, the industry also as an enormous bank of information which is available through Screen Australia at their website: www.screenaustralia.gov.au
This site has information about the following:
- History and background
- Cinema in Australia until 1900
- Cinema admissions and key events: Overview
1901–32; 1942–53; 1954–74; 1975 to present
- Screens and theatres
- Totals
- By type of location
- By state
- Capacity by state
- By exhibitor
- By state and exhibitor
- Multiplexes:
- By state;
- By exhibitor
- Films screened
- Number released by country of origin
- Box office
- Admission prices
- Admissions and gross box office
- By state
- By type of location
- Australian share of Australian box office
- Distributors’ market share
- Top-grossing films:
- No. 1 each year since 1972
- Top 50 each year since 1992
- Top all time
- Top documentaries all time
- Audiences
- Attendance patterns
- Age profile
- Age profile by gender
- By lifestyle and values
If one had to define the cinema audience in a nutshell, one could say the audience is attractive (affluent and young), the audience is captive, recall rates are much higher than other display media and the overall impact of the screen itself is very significant. Thus, the medium has the same virtues as television (sight, sound, colour, action) but additionally enjoys the big screen environment.
Specifically, cinemagoers are typically younger than the population with generally half of the visits made by people in the key 14 to 34 demographic. Cinema going has increased against all age groups in the last few years, with the most dramatic growth seen amongst the over 25’s. Movie’s remakes made in the last 10 years have attracted an older age group and brought more people back to the movies. Approximately ¾ of a typical cinema audience are frequent cinemagoers, which go to the movies on average at least once every 4 weeks.
Frequent moviegoers are a highly desirable audience for advertisers. They are usually young and affluent, with high disposable incomes. They are avid shoppers, into fashion and technology and lead busy and active lives making them difficult to target with other media.
Cinema is an ideal medium to target the more affluent sectors of the population with good levels of disposable income. It can be safely said that the Cinema going Audience is one of the most sought after sectors of the population. Cinemagoers typically have good education levels, with cinema an ideal medium to target people in higher education.
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Is there any terminology specific to your media channel?
Yes there is. Many of them relate to the business of movies generally, but when it comes to understanding how to buy cinema, the most important terms to e familiar with include:
- Cinema complex, which is a place where a one or more movies are shown to the public on a big screen.
- Cinema screen, which is one of the cinema auditoria where people congregate to watch a movie.
- Screenings refer to each time when a movie or commercial is shown to an audience.
- Admissions refer to the number of people who saw a movie or performance.
- Exhibitor is a cinema owner e.g. Hoyts, Village, etc.
- Distributor refers to the studio who owns or distributes the movie e.g. Universal, Paramount, Warner Brothers, Disney, etc
What benefits do you offer advertising buyers?
Key benefits of local cinema advertising for advertisers include:
Advertisers benefit from the all-involving, escapist environment that cinema delivers. The commercials are delivered on a huge screen with outstanding digital sound delivering maximum impact to the audience.
- Captive Audience delivers High Recall:
Cinema’s captive audience is more engaged in your advertising message. No distractions or remote controls means they will understand and recall more details about your commercial for far longer than those who see it on any other medium. When shown the same advertisement, moviegoers are 44% more likely to remember seeing an ad than TV viewers.
Cinemagoers have planned the event and are in a positive mind-set geared towards entertainment. The association with first-run movies, together with the premium look and feel of the big screen environment rubs off on the advertising, leading to improved brand perceptions.
Cinema delivers young, affluent, educated consumers. They tend to be early adopters and trendsetters and they are watching your commercial with their partners, friends and family.
On the local level, cinema advertising provides targeted and affordable branding. We geographically reach consumers that live where our advertisers do business to deliver cost effective advertising that drives awareness and generates revenue opportunities.
How much does it cost?
As little as $900 + GST per month for 140 screenings of your commercial in a cinema of your choice! But it all depends on the amount of advertising you buy. We recommend that you screen your commercial for at least 3 months at a time and we can offer you packages from 1 cinema in your local area to a large number of cinemas in all bigger cities across Australia.
Packages are tailor-made according to your brief and can cost as little as $3.14 per screening. That is incredibly good value when considering that your commercial is screened to the size of 1,000 TV sets to a captive audience with the best sound possible. View our Price List for more details.
What campaign measurement or results do you offer?
Upon completion of a campaign we can provide the advertiser with a range of statistics as they relate to the screenings they received. These include the number of screenings, which cinemas and screens they were on, which movies they were with, and an approximate figure of the number of people who had the opportunity to see your commercial.
We do not do post-campaign exit interviews but we can arrange for the advertiser to do this through a reputable research company if required.
What should advertising buyers watch out for – what are the cons?
The industry doesn’t misrepresent itself in any way so I can’t say that there is much to look out for. I guess there are sales executives out there who might over-promise on the response that an advertiser might get, but no more so than any other advertising medium. At the end of the day cinema is a medium where we have direct contact between our BIG SCREEN and the audience, so any advertiser can go into any cinema where their commercial is being shown and see exactly who is there watching their message.
What are the first steps for advertising buyers to get involved in cinema advertising?
Call us on (02) 8023 5500, or email us at: david@cinevation.com.au with your brief and we will come and explain all the steps required to get the best value for money from their advertising investment.
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