Cinema advertising

Attitudes Toward Cinema Advertising

1. Cinema audiences donít mind advertising at the movies.
The study showed a readiness for an advertising-enriched cinema environment. Two-thirds of moviegoers agreed with the statement ìI donít mind the advertisements they put on before the movie begins.î Among Teens 12-17 and young Adults 12-24, the agree rate was even higher at 71%. Even for older demographic segments, the agree rate for advertising was 62% for Adults 25-54 and 59% for Adults 55+.
Contrary to what the popular press may be reporting, the study found that cinema audiences do not mind cinema advertising. Cinema audiences appear to be willing to make the same transition that cable television made in the 1980s: from fee-based commercial-free programming to fee-based programming that includes commercials.
2. The acceptance of cinema advertising increases among frequent moviegoers. The more often people go to the movies, the higher the acceptance of cinema advertising. Sixty-nine percent of Americans 18+ who have seen two movies in the month say cinema advertising is acceptable. Sixty-eight percent of last-month moviegoers say cinema ads are acceptable. Among those who have seen a movie two to six months ago, 61% say cinema ads are acceptable. Fifty- four percent of those who saw a movie seven or more months ago say cinema advertising is acceptable. Those who rarely or never attend movies are less likely to find movie advertising acceptable, while the frequent moviegoers find cinema advertising very acceptable. 1.JPG
3. Half of moviegoers feel cinema advertising is more interesting than the ads they see on TV. This finding is startling, considering that video ads or ìrolling stockî advertising prior to films is such a new and recent phenomenon in American movie theaters. (Worldwide, video advertising before the movies has been a common practice for decades.) Among all Americans aged 18 and older, the younger the demographic group, the greater the number who feel that movie advertising is more interesting than ads on TV. Sixty-two percent of young adults 18-24 feel that cinema advertising is more interesting than ads on TV. For advertisers targeting younger demographics, cinema as a medium is an advertising environment providing more compelling messages than television. 3.JPG

Cinema Advertising is More Effective Than New Media in Reaching Young Consumers
The findings of the study show that: moviegoers_large.jpg
  • More than 113 million above 12 years of age go to movies at least once in a month.
  • Cinema advertising, on an average, reaches almost 149 million consumers every three months.
  • Among regular moviegoers, 81% are teens ages 12-17 years, and 67% are between the ages of 18-24.
  • Young consumers between 12-17 years of age are frequent moviegoers, 59% of teens see three or more movies in a three months period, and 25% of teens see five or more movies in three months.
  • 39% of young consumers in the age group between 18-24 years see three or more movies in three months, while 25% see five or more.
Okay, you might think that simply means lots of people go to the movies and most of them are young adults. And that's hardly anything striking enough to reassess the advertising scene. Consider, though, the following findings from the same study:
  • Consumers receive cinema advertising better than new and emerging media-advertising platforms. 36% of consumers find cinema advertising to be acceptable, compared to 29% who find advertising at the beginning of DVDs to be acceptable, 20% who find Internet advertising acceptable, and 12% who find advertising in video games acceptable.
  • 63% of moviegoers above 12 years of age "do not mind" advertisements put on before the movie, and moviegoers reach the theater about 24 minutes before the movie starts.
  • Six out of 10 moviegoers watch commercials at the movie theater.
  • Almost 59% consumers (roughly 60 million Americans in a month) RECALL on-screen cinema advertisements seen on their most recent trip to the movies.
  • 21% of moviegoers get interested in a product after seeing it on screen in a movie theater.
That still may seem unimpressive until you remember that most consumers today are empowered with technologies to shut out advertisements, and they avoid commercials whenever they can. Conversely, cinema advertisements cannot be shut out, and the moviegoer learns to accept and enjoy cinema advertisements as a part of the overall experience. Moviegoers are in a more receptive mode in a movie theater since movie going is usually a social and family activity. These facts gain further importance in light of the following findings:
  • 40 % of frequent moviegoers are early adopters and decision influencers. The study found that among persons above the age of 12, 24% identify themselves as the initial purchasers of new products and services within their social groups. But within frequent moviegoers above the age of 12, 40% self-identify themselves with the "first-to-purchase" role.
  • Frequent moviegoers are usually from economically upscale backgrounds.
  • Compared to 29% of all persons above the age of twelve, 50% of frequent moviegoers visit an electronic store within a month.
  • Frequent moviegoers are twice as likely to attend professional-sporting events than ordinary persons.
  • 82% of frequent moviegoers visit a shopping mall within 30 days compared to 61% of ordinary persons, and 51% visit shopping malls at least once a week compared to 34% of ordinary persons.
  • 84% of frequent moviegoers visit fast-food restaurants within a month compared to 64% of non-moviegoers.
My own opinions of the cinema advertising

The cinema advertising is really extremely expensive than other media, why so many companies also choose the cinema advertising?

1. Most of people always come to the cinema earlier, even half of one hour earlier. When they have a seat before the movie begins, they do not have other things to do. The only thing for them is to watch the all kinds of advertisements of the big screen.

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