Market Summary - Cinema
Media Update:
Cinema Marketplace Summary
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Date:
QTR 3 2010
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Sponsor:
Pearl & Dean
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At a Glance
There are a wide range of cinema sponsorship and advertising opportunities. Audiences choose to go to the cinema; they pay for the experience with their own cash. Because cinema is an opt-in medium, a brand can reach a relaxed and receptive audience who are in an anticipatory frame of mind.
Pearl & Dean
Pearl & Dean is owned by Image Ltd, and controls 47.4% of UK cinema sites including leading multiplex operators such as VUE, Empire, Showcase, Apollo and AMC and are also the leading sales house for Independent Cinemas in the UK.
Accountable admissions
Figures from the Cinema Advertising Association show that cinema admissions for 2009 were the strongest in over seven years. Admissions reached 173.5m representing the most successful year since 2002.
JAN – JUNE 2010 ADMISSIONS & BOX OFFICE*
ADMISSIONS TOTALLED 80.15M
BOX OFFICE TOTALLED £516.8M Up +3% year-on-year
* Rentrack EDI 2010
Engaged, Captive Audience
The audience are captive and at a heightened level of emotional stimulation - as a result they are more engaged in your advertising message than with any other medium. It is proven that cinema ensures a far more detailed understanding of advertising than an everyday media environment.
Unique Audience
Whilst cinema offers a broad range of audiences it also delivers a hard to reach audience. Cinemagoers are light TV viewers, early adopters and trendsetters who deliver unique reach; meaning that adding cinema to your TV schedule will increase your cover in a cost effective way.
Cinema is a ‘destination viewing’ environment where cinemagoers have high anticipation and abide by a social etiquette. They are:
- Paying customers & choosing to be there
- Get in their seat early
- No talking
- No mobiles
- Looking forward
- Paying attention
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Hot Topics
3D Cinema
Rather than a passing phase, 3D has proved to be a commercially viable option for the film industry. As such, studios are investing in the technology with Pixar, for example, announcing that they will be shooting all of their forthcoming films in 3D. In 2009 3D was being driven by kids’ films, particularly animation, but 2010 has proved that 3D is not just for kids with films like Avatar, Alice in Wonderland and Clash of the Titans attracting all age groups.
It is estimated that cinema will achieve approx 76 million* 3D cinema admissions through the 3D titles releasing in 2010, that's 43%* of total predicted industry admissions. It has been found that 3D films take more at the box office than the same film in 2D. For Avatar 89.6% of the total box office came from the 3D shows.**
Advertisers already using innovative 3D to engage with cinema audiences include Royal Caribbean Cruises, Sky, Cadburys, BBC, Panasonic and Wrigleys.
Source:
*Based on current estimated 3D admissions for 2010 **Rentrack EDI 2010
Interactive Cinema
Brands today are looking for engagement and wanting their target audience to react and connect with the product. As technology is rapidly moving forward Pearl & Dean have teamed up with Tangibal to create new and exciting opportunities within the cinema foyer. From Interactive Floor Projectors, creating huge impact in foyer and reaching approx. 200,000 interactions per week, to interaction on the big screen in the auditorium.
Sponsorships & Promotions
Cinema offers a wide range of sponsorship and promotional opportunities that are tailored to suit advertisers in search of creative dialogue with their customers. Integrated campaigns are a great way to measure the effectiveness of your activity and create a bigger impact, lending support to your on screen creative. From live ads, holograms, Bluetooth standees, sampling, 3D and content solutions, the flexibility of cinema on screen, in the foyer and the auditorium itself offers us limitless opportunities to create bespoke solutions for your brand.
Recently, COI launched their ‘It Doesn’t Have To Happen’ campaign in order to raise awareness of the dangers of knife possession amongst youths. In addition to their on screen ad they ran a three day film season across 18 Cineworld sites where teenagers could go and see one of three superhero films; Iron Man, The Hulk and Hellboy II. At these sites, there were live ads at the beginning of each film, posters, 7,000 samples distributed, and a Bluetooth campaign running which resulted in 3,020 downloads.
Branded Content
Through content partnership opportunities, your brand can integrate with, or entirely produce, unique content shown before the main feature. Content solutions allow your brand to partner a variety of existing, laudable content or produce entirely their own form of entertainment. Ownership of this standout platform ensures your marketing message will actively engage a variety of audiences and enhance their overall enjoyment of the cinema experience. Cinema is the perfect medium to showcase branded content because its audio, visual and creative capabilities deliver the greatest impact for advertisers.
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What is it?
Cinema Marketplace
There are now 764 cinema sites in the UK of which Pearl & Dean enjoy a 47.4% market share and in all there are some 3,721 screens nationwide. These screens can be divided into two categories
Multiplexes
A multiplex is defined as being a new build cinema with 5 or more screens and the UK’s first multiplex opened in 1985. Since then, multiplexes have now grown to account for around 2/3rds of all screens and Pearl & Dean exclusively represents Vue Entertainment and Empire two of the major multiplex brands offering landmark locations throughout the UK & Ireland.
Independent cinemas
Pearl & Dean controls the lion’s share of the independent exhibition sector with a wide portfolio of quality sites operated by a range of owner operated and smaller circuit screens such as Apollo, Mainline Cinemas, Curzon, Everyman, Scott Cinemas, Northern Morris and WTW Cinemas each offering individuality and often a specialist audience.
On-screen
The opportunities available range from offering content before the advertising reel (pre-reel), traditional advertising space on the reel, and providing opportunities for bespoke creatives in order to utilise the ‘Gold’ and ‘Silver’ sponsorship slots, after the ad reel but before the film itself.
Off-screen
With an average dwell time of 15 minutes* in cinemas before taking their seats, the foyer presents itself as the ideal forum to reach the cinemagoer. Our Pearl & Dean Innovations team will work closely with you to offer bespoke interactive campaigns, which can really bring your brands to life and make a lasting positive impact on our film-loving audience.
From ambient media opportunities to product sampling to even a car in the foyer we can guide you through a whole bunch of ideas to make your off screen activity a truly memorable experience.
Source: *FAME2010
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How Does it Work?
As cinema’s audience profile has broadened, it is possible to reach a variety of target audiences via flexible direct buying options.
Buying Routes
- Pearl & Dean's GAP (Guaranteed Audience Package) offers advertisers a diverse range of audiences with the dual benefit of guaranteed admissions and competitive media rates. From the original GAP, which includes all adult films right through to GAP Culture, for the older more upmarket cinemagoer to GAP Alcohol & Gaming, we have all the bases covered.
- All Pearl & Dean screens are available to buy on a screen by screen basis; individual costs can be found within the screen search section. We can also offer Micro Packs for certain areas/demographics.
- Over 500 films are released each year, and by using Film Monitor we can accurately predict their likely audience appeal as each of these has its own unique profile. Film Focus offers advertisers the opportunity to advertise along with a specific film(s).
- Cinema provides a unique dual viewing opportunity for advertisers, especially for the young (7-9) children, and older ones too (10-14) who are starting to break away from their parental control and gradually make their own consumer choices. Family Focus enables advertisers access to all children, whether with mums, dads or friends or indeed solo as cinema is one of the first places they can visit on their own.
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Key Features & Benefits
Cinema is:
Targeted: You can efficiently target your consumers by film, region or audience making your cost per thousand as efficient as possible.
Accountable: Cinema is the only medium to monitor actual admissions. Using Rentrak EDI weekly admissions data, we can tell you exactly how many admissions your campaign delivered every week.
Cost effective: Cinemagoers are notoriously light TV viewers as well as being early adopters and trendsetters who deliver unique reach; making cinema a cost effective route to take. Click Here to read about the CAA Impacts Research which quantifies just how much more impact cinema creates compared to TV.
Broad range of audiences: Cinema has access to 3.27 million people every week with audience profiles continually broadening. Family films are becoming ever more popular providing unique family viewing. Cinema also plugs the gap providing a hard to reach upmarket 15-34 year old audience, with 45+ year olds being enticed back to the big screen through compelling film product and through the various buying routes it is possible to reach a wide variety of these target audiences.
Innovative: Unlike any other medium, cinema can combine high impact brand building on screen with direct brand experience in the auditorium or foyer with sampling, promotions and competitions. New technologies provide innovative ways for advertisers to connect with their consumers from creating 3D ads, to live ads, interactive floors in the foyer or Bluetooth downloads.
Advertising a positive part of the cinema experience: Cinemagoing is an act of escapism and a form of leisure time, designed to provide enjoyment. As a result, the mood of conviviality and anticipation renders the cinemagoer far more open to the message of the commercials. 45% of 15yrs+ said the trailers and adverts are part of the cinema entertainment.* It is also a shared experience, with the average group size being 3 people*. This provides advertisers with enormous creative possibilities to create ‘talkability’ around brands.
Source: * FAME2010
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Key Audience Strength
Cinema allows you to target a broad range of audiences including:
7-14 year olds
- 38% of 7-14 year olds go to the cinema with their mum or dad, which is 2.6 times more likely than the average cinemagoer
- 7-14 year olds have an average party size of 3.79
15-24 year olds
- 37% of 15-24s go to the cinema with friends, being 38% more likely to do so than the average cinemagoer
- 96% of 15-24 year olds watch the ads before the film
- 15-24 year olds have an average party size of 4
- 72% of 15-24 year olds will watch a film at the cinema during the first 2 weeks (excluding any previews)
- 23% of 15-24 year olds are heavy cinemagoers, going once a month or more
Male
- 42% of males go to the cinema with a boyfriend or girlfriend
- Males are 27% more likely than the average cinema goer to watch a film at the preview
- 89% of males watch the ads before the film
- 48% of heavy cinemagoers are male*
Female
- 33% of females go to the cinema with a boyfriend or girlfriend
- 90% of females watch the ads before the film
- 52% of heavy cinemagoers are female*
Housewives and Kids
- 49% of housewives go to the cinema with a child aged 7-14 years
- 21% of housewives go to the cinema with a child aged 0-6 years
*Source: Fame2010
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