Date post: | 12-Apr-2017 |
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Entertainment & Humor |
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Cinema Media2017 Credentials
CinemaAn Oscar winning edition to your schedule
• Cinema has been a core part of our business for 20+ years
• A network of 75 cinemas
• Including 2 of the top 4 circuits:
• 1.8m+ footfall per 2 weeks
The Main Cast
#4#1
Audience ProfileKey Demographics Gender % IndexMale 46 92Female 54 108
Socio Economic Group % IndexABC1 70 127C2DE 30 67
Age % Index15-24 36 22525-34 18 11335-44 16 89Over 45 30 60
Source: Fame
Their attitudes & behaviourThe Cinema-goer
87% of cinema-goers say cinema is their most
enjoyed activity
Approximately 50% plan their visit a week before
The average time spent in the foyer is 16
minutes
85% say they usually watch the ads
50% say they are likely to talk about an ad if
they see it at the cinema
26% of adult cinema-goers go to a
bar
43% of cinema-goers aged 7-14 go for
fast food
28% of cinema-goers aged between
15-24 go shopping
16% of housewives with children go food
shopping
Their attitudes & behaviourThe Cinema-goerMore than 3 in 4 cinema-goers visit the cinema & then head out again:
Augmented Reality
Media formats designed to entertain, engage & stand-outOur Media Portfolio
Postcards Rack Domination
• Engaging, accountable & cost effective
• Highly measureable & responsive
− 74% average pick-up rate
• On-line driver & a powerful data capture tool
• Enabled a take home element to a campaign
• ‘Top & tail’ the on-screen experience
Postcards
Popular production techniquesPostcards
Stickers Lenticular Samplers
Heat ‘n’ revealMirri-boardDie-cut
5,000 Facebook visits600 competition entries
1,700 test drives 1,000 responses in 5 days
Campaign Recall & Response FiguresMedia Effectiveness
• Create impact in the foyer by dominating the rack
• Available in 4 slot, 6 slot & 13 slot options
• Communication pieces include:
− Postcards
− Booklets or samplers
− Fold-out posters
• Additional branding opportunities
− Rack header & footer
− Spine on the eye-spine models
Rack Domination
• Sky Store dominated our Cinema estate for the release of Spectre & Star Wars: The Force Awakens
• 800,000 postcards were distributed across each burst, with multiple collectable creative designs ensuring high interest & word-of-mouth
• Branded rack headers, footers & spines were also included for additional impact
Sky Store
• Both films were an amazing success, with Spectre (£94m) & Star Wars (£100m+) setting Box Office records
• Sky Store experienced a record number of pre-orders with Spectre
• Unsurprisingly, Star Wars: The Force Awakens is currently on-course to eclipse this
• Collectible postcard sets appeared on eBay
Sky Store
• Capitalising on the release of Australia, Tourism Australia wanted to ‘top & tail’ the big screen experience
• Branded headers & footers designated the rack as a Australian ‘pick-up point’
• 1 million postcard packs were distributed, with assets including collectable postcards, a mini-travel brochure & a country map
Australia
• Allow consumer to ‘unlock’ content-rich, interactive based experiences
• Most UK cinema venues now have free WiFi installed in them
• Foyer dwell-time provides ample time to interact
• A6 postcard sized format works seamlessly with smart-phone
• Take-away & re-engage later
Augmented Reality
Some of the possibilitiesAugmented Reality
Blockbuster£25m+
UK Box Office
By Gender‘Rom coms’
‘Action’
FamilyAnimation
A broad, yet targeted offering, covering all age groupsBuying Routes
Popular children’s author Eoin Colfer’s newly released book ‘The Gauntlet’ is a spin-off story from the popular Marvel comic Ironman. Egmont Books wanted to promote the books’ release to a young audience with an interest in films and superheroes. We distributed 100,000 cards across 100 cinemas during the release of the new Marvel film - Doctor Strange. The cards featured an extract from the book to encourage children to purchase the full edition and a fold out poster to act as a take home reminder.
Egmont Books
‘Tales of the Peculiar’ is a young adult’s novel by Ransom Riggs. The story ties in with the upcoming movie ‘Miss Peregrine’s home for peculiar children’, therefore Penguin Random House wanted to capitalise on the film release to promote the book in front of cinema goers at the same time as the movie. We distributed double-sided postcards throughout our cinema network, encouraging those who saw the film to purchase the book.
Penguin Random House
Following the success of David Solomon’s ‘My Brother is a Superhero’, which won Waterstone’s Children’s Book of the year 2016, Nosy Crow wanted to promote the sequel ‘My Gym Teacher is an Alien Overlord’ to 8-12 year olds with a similar cinema campaign. They used postcards in cinemas to reach high footfalls of their target audience around superhero movies during the summer holidays. The postercards featured chapter samplers and competitions to encourage children to interact with the book and its characters.
Nosy Crow
Harper Collins wanted to reach teen girls to promote the popular ‘Divergent’ book series by Veronica Roth. The release of the final Hunger Games offered the perfect target audience for this and they took postcards across our national cinema network. Cinema’s were highly relevant as the third film adaption of the book series, Allegient, is out in early 2016. They used 3 eye-catching cards promoting each book in the series.
Harper Collins
Egmont wanted to promote their new Star Wars Adventures magazine to Cinema-goers in-line with the release of the new Star Wars film. They utilised postcard racks in our Cinema network to encourage people to take home the postcards and buy the magazine. Feedback from the Cinemas was very positive and the cards achieved an average pick up rate of 98%.
Egmont Productions
Coca-Cola used cinema postcards to give young people reasons to believe in a better world in the new year period.
Each postcard had a 50p stamp affixed to it so that people could send their own reasons to believe friends & family.
Coca-Cola
Renault Scenic used postcards around kids’ movies to encourage test drives of the new model. Not only that, but 1,700 copies of Rabbids (a video game) were given away in dealerships to those redeeming their test drive. Renault’s target was exceeded by 70%.
Renault