Who Needs Cinema Media Space?
I saw a subliminal advertising executive the other day. But only for a second. Does that subliminal stuff really work? Does it really happen? Do cinemagoers pay any attention at all to the adverts that fill the cinema media space? Yes they do and advertisers know they do because they see sales response shoot up during a good campaign. For advertisers, putting their products and services onto cinema media space, is one of the most effective ways of getting their message across to their particular clients. Communication of any message is a process with four parts, the sender, the receiver, the message itself and the medium, which carries it. Cinema media space is only one of a multitude of ways to carry your message to your intended receiver but what makes it the media of choice is that so much is known about the receivers at the end of this particular medium.
Think about it! Given the British board of film censor classifications and the known genres of the films, you as an advertiser can be guaranteed of getting your message viewed by your target demographic every time they are in a relaxed and expectant frame of mind. But it isn’t only you advertisers who need cinema media space.
Cinema advertising is an important element in the economics of the UK cinema industry. In fact, during the tough trading downturn in the 1980’s it was advertising revenue that kept many screens, both circuit and independent afloat. Indeed, when the big American multi screen distributors first arrived here they thought that no media space just like “back home” would be an attraction. But they quickly changed their view and advertisements were soon shown and this very contribution of advertising revenue became the difference between bankruptcy and solvency for at least one major multi screen operator in those early years.
The operators of course knows the direct benefit of this valuable revenue stream but few cinema goers probably appreciate the fact that this indirectly helps keep their ticket price lower. Pearl & Dean (can you hear the music?) have also played a pivotal role in securing major sponsorship deals and other alternative revenue streams such as in- foyer posters.
Thankfully, the quality of cinema advertisements today makes them an entertaining part of the film going experience and indeed many of these commercial directors go on to become major Hollywood directors e.g. Alan Parker, Ridley Scott etc who all learned their craft shooting ads first.
One of the most vital contributions made by the cinema media space business is the provision of virtually all the key marketing data available today. For example, the CAVIAR research (Cinema And Video Industry Audience Research) provides the largest data bank of cinema going profiles by movie with thousands catalogued since the 1980’s.
This enables marketing campaigns by all sections of the industry at large to be highly targeted to maximize marketing efforts and investment for everyone’s benefit. Cinema media space filing is indeed an integral and commercially vital part of the communication process.
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