About movies and ads

Johan Decraemer - Mythos (B)

Brightfish Research Day, September 6th

2012

Emotional commitment to cinema

Mythos Qualitative Research

Research methodology

Qualitative Research (May 2012)

• 4 focus groups of 8 persons each

• 19-35 and 45-65 years

by Mythos Qualitative Research, Johan Decraemer

Consumers and advertising

There is a negative a priori versus advertising

Mythos Qualitative Research

Mythos Qualitative Research

Locus of Control*

*Rotter, J. B. Social learning and clinical psychology (1954).

Mythos Qualitative Research

Locus of Control

Focus group findings on advertising at home

At home, I’m in charge!

Advertising (eg via television) is an unexpected,

and unwanted intruder

Mythos Qualitative Research

Locus of Control

Focus group findings on cinema advertising

We’re elsewhere

We’re having a date with “cinema”

Advertising is part of “the ritual” and helps to build the

atmosphere

negative attitudes towards advertising are reduced in a

significant way

Mythos Qualitative Research

Emotional perception // at home

Media like television, radio, print are part of a daily/weekly

routine

They do not provoke active, but passive energy

I’ve got nothing else to do ...

(also: radio as wallpaper background)

and can create a negative mindset

Advertising brings no added value (to watching TV or

listening to radio, reading a newspaper, …)

This emotional perception obviously strengthens

the barrier to advertising

Mythos Qualitative Research

Emotional perception // of cinema

Going to the movies is a conscious choice

It requires active energy

Is related to a positive motivation

This emotional perception of cinema reduces the

barrier to advertising

Mythos Qualitative Research

Tension build-up

Build-up to climax starts before going to the theatre and can continue after

the film

Preparation Pre-show Feature Film After Party

building

hall

people

Fast

Food &

drinks

screen

sound

dimming

darkness

look

search

plan

“after”

pub

billiard

terras

Advertising is part of the build up

Feature

Film advertising

Mythos Qualitative Research

About movies and ads

Going to the movies ...

... is a ritual of all times

... with a strong internal locus of control

... is a consumer’s conscious choice

... has a low barrier towards advertising

... advertising is an integral part of the cinema experience