For UK cinemas and the film industry as a whole, the last few years have been challenging, to say the least. With the COVID-19 pandemic and the lingering threat posed by home-based streaming services, recent years saw a 75% drop in cinema admissions, as moviegoers resisted the allure of the box office in favour of the small screen.
Thankfully, however, figures from the past year are encouraging. Boosted by the commercial success of ‘No Time to Die’, October 2021 saw 16.4 million admissions, the third-highest October on record. With restrictions lifted, it seems that audiences remain hungry for the cinema experience they simply can’t get from Netflix; and, as fans return to theatres, so too does the opportunity for brands wishing to reach them through cinema advertising.
Media Buying is a media planning and buying agency with a comprehensive marketing approach. Our in-house experts and network of advertising creatives can help with all aspects of cinema advertising, from strategy and campaign development to media creative and ad space purchase. Our unparalleled expertise and industry know-how give us the ability to develop effective cinema advertising campaigns that target millions of moviegoers, delivering brand messages with pinpoint accuracy and maximum impact.
Contact our team today to learn more about how we can help your business. Alternatively, keep reading for our guide to marketing on the big screen.
Free from the distractions they are presented with at home, a cinema audience is a captive audience. Research indicates that cinema advertising delivers the lowest ad avoidance rates across all entertainment media channels, with only 8% of consumers avoiding big-screen commercials. When compared to the avoidance rates of TV (44%) and newspapers (68%), the specific benefits for a business to utilise movie advertising are significant.
Along with low avoidance rates, cinema advertising boasts impressive engagement scores, with audiences responding positively to 33% of the commercials they watch. This is 15% higher than the positive association scores offered by television ads, as moviegoers associate the pleasurable cinema experience with the brands, products and services they see advertised.
Film advertising is up to eight times more memorable than advertising on TV. This strong recall among viewers can drive brand conversations, particularly in light of the fact that cinema generates strong word-of-mouth, and that 1 out of every 5 frequent moviegoers is a conversation catalyst.
Cinema chains in the UK are frequently located in shopping centres and retail parks, making theaters ideal for encouraging sales and visits to adjacent retail and leisure locations.
Furthermore, with digital advertising screens and counter-top point-of-sale stands, there are numerous avenues through which a business can advertise to film fans, both on- and off-screen.
Cinema advertising provides advertisers with the opportunity for sophisticated geographic targeting, allowing advertisers to focus their campaigns on specific locations. This is ideal for brands with a local or regional focus, allowing them to generate company awareness, boost sales, or encourage website traffic.
As well as geographic targeting, a cinema advertising campaign can be tailored to specific demographic and psychographic targeting metrics. By running ads before specific films or at specific times of the week, your brand can ensure its marketing efforts are focused solely on hitting the right audience at the right time.
Many studios and distributors release in-depth demographic data for their movies, meaning it’s simple to align your company objectives with those watching.
Despite the many benefits of advertising on the big screen, cinema advertising remains an affordable option for brands of all sizes. Many cinemas display single-frame still ads before the main trailers, meaning there is no need for advertisers to invest their money in high-cost directors and expensive ad production.
For the uninitiated, the routes into the world of cinema advertising can seem unclear. Like TV and radio advertising, a degree of assumed knowledge is expected, and, for those looking to run their first campaign, it is often difficult to know the right course of action.
Luckily, the process isn’t as complicated as it initially seems. Two major agencies sell the majority of cinema advertising space in the UK:
Digital Cinema Media supplies cinema advisements to the Cineworld, Odeon, and Vue cinema chains. It controls approximately 80% of the cinema screens in the UK, giving it huge reach and the ability to offer incredible rates to brands who want their ads to play in cinemas across the country.
With a theme tune as synonymous with the cinema experience as popcorn and sticky floors, Pearl & Dean is responsible for supplying adverts to the Empire, Showcase, and AMC chains, as well as almost 50% of the country’s independent cinemas.
While their overall reach is smaller than that of DCM, Pearl & Dean’s network of independent partners allows it to offer more refined options for targetting, as well as opportunities to advertise before niche films and audiences.
Whilst it is possible for businesses to purchase ad space directly with these agencies, it is more common (and usually more cost-effective) to go through a media buying agency. Such agencies are experienced in the world of advertising and will be able to navigate the journey on your behalf, as well as offer guidance and strategic advice.
Media Buying is an agency with over 15 years of experience in the industry. We understand the intricate workings of the world of advertising and are proud to have a team of experts who can guide you through every stage of your cinema advertising campaign.
The first step in any advertising campaign is to sit down with our team and develop a clear strategy.
We’ll work with you to understand your brand, your objectives, and your target audience, and we’ll use this information to develop a campaign that is tailored to your specific needs and goals.
We’ll develop clear targets and metrics for success, and we’ll work with you to create a campaign that is on-brand and in-budget.
Once we have a clear understanding of your brand and objectives, our network of creatives will get to work on developing a concept for your cinema ad.
This ad will be brought to life through a combination of stunning visuals and an engaging narrative, with a finished article that is designed to capture the attention of your target audience and tell the story of your brand.
Our digital media experts will create brand-specific content designed for consistency across multiple channels. This will ensure all your marketing materials – from cinema to television to radio and print – are working together to deliver a cohesive message.
Once the creative work is complete, our team of buying experts will use their knowledge and connections to secure the best possible rates for your cinema ad.
We’ll work with you to understand your budget and objectives, and we’ll use this information to identify the perfect cinema sites for your ad.
We’ll also work with you to schedule your ad so that its premiere reaches your target audience at the right time.
Cinema advertising is an incredibly effective way to reach your target audience, and with Media Buying on your side, you can be sure that your campaign is in safe hands
If you’re ready to take your brand to the big screen, get in touch with our team today.
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