Cinema is now the UK’s fastest growing advertising medium.
The Advertising Association earlier this month confirmed that it has
out-paced commercial radio, press and television in terms of growing its
share of the market. Last year it grew by 30% to pounds 69m.
Advertisers are following the audience into cinemas. The resurgence of
the Hollywood film-making machine, with the likes of Terminator II,
Batman, Jurassic Park and our own James Bond, has helped to bring back
audiences since cinema reached an all-time low in 1984, at the height of
the VCR revolution.
This year looks set to follow the trend with audience figures in the
first quarter up 31.4% on last year at 36.5 million.
The attraction for advertisers is obvious. Going to the cinema is a
youthful past-time. Those who go are often the elusive light viewers who
watch little television because of busy social lives.
Youth brands have traditionally dominated cinema advertising. Levi’s
leads the field and spent pounds 2.1m on cinema campaigns last year. The
second biggest spender was BT. But the growth of multiplex cinemas
linked to leisure complexes has also grown the family and the more
mature market. Last year 63% of people over 35 visited the cinema,
compared with 53% in 1994.
Cinema’s other attraction is the freedom it allows advertisers in terms
of time and content of ads. Club 18-30, alcohol and tobacco advertisers
can all show on the big screen what they can’t on TV. They can also buy
a range of packages, from film, genre, certificate to specific screens.
Could you be in movies?
* On-screen ads: a national campaign reaching 1.7 million people and
running in 1500 cinemas for a week costs about pounds 56,000.
* Foyer: TV screens in UCI cinema foyers are being offered at 26 sites
in the UK and Ireland at pounds 20,000 per month. Ads run between film
trailers. Snickers and Levi’s have already placed ads.
* Sampling and leaflets: several advertisers have printed leaflets
promoting their brands tied to on-screen ads, including Hugo Boss and
Sky TV. pounds 100 per month for leaflets, with sampling extra.
* Screenings: Mars Miniatures and Bounty Miniatures took over ten
cinemas during Euro ’96 and showed love stories, as both brands target
the women’s market. Cost based on films and venues.
* Talker screenings: media partners are signed up for ‘talker shows’ -
national screenings prior to a film’s release - with tickets given away
by a newspaper or radio station. Media partners get branding in the
cinema and on tickets, at a cost of pounds 5,000 to pounds 10,000.
Source: Cinema Media