January 10, 2019 By Alberto Still
Digital Photography Images for Corporate Advertising in Cinemas Movie Productions within the 4_0 Marketing mix
Digital Photography Images
in Cinemas Movie Productions
for Corporate Advertising within the 4_0 Marketing mix
As a matter of fact, not at all discounted, a Cinema theatre is the only place where it is considered rude to speak during advertising.
Let’s find out why, Cinema has, and It still maintains a unique role in the contemporary marketing mix.
1 The consumer Associates cinema with a set of ritualistic behaviours.
For no other mass media you give yourself a specific appointment to watch it and sit quietly, comfortably, completely absorbed, concentrated for two hours.
The movie lover cinephile consumer instead perceives the advertisement, together with the trailers, as part of the whole experience, like popcorn, start code, armchair number and glass door.
The event “Let’s go to the Cinema” is an associative event for couples, friends and families and proceeds to feed and mix together social interactions, opportunities for personal knowledge, entertaining entertainment and emotional links.
After all, the spectators were given an appointment to see, in the true sense of the word, they made the choice of the film, they bought the tickets and spent time together.
At that point they abandoned themselves to the overall experience and perceived the advertisements as part of the evening, as an element integrated in the initial prelude that includes the upcoming movie trailers.
2 The film commercials are there, in a kind of dissociative moment, to accompany the spectator, without any distraction.
Moreover, for the audience, it’s a moment when they abandoned themselves to be accompanied in another dimension and another life.
All of this generates a unique emotional and mental state that you do not have with any other means of mass communication with profitable effects on each Brand.
Moreover, like all the events and all the shared experiences, also the going to the Cinema in company feeds the conversational propulsive forces inside and outside the group,
also propagating the sharing, branching out the increase of word of mouth and viral sharing index in social networks, as well demonstrate the viral campaigns of the Majors and the Franchise like the Walt Disney and Star Wars Movies.
3 The big screen, massive and immersive, and the advanced dynamic audio systems are extraordinary production resources in the creation of our cinema-based advertisements.
In fact the digital age has revolutionized the film industry, with new movements of recovery, a new definition, new generation of graphic images, new dimensions, furthermore a general new technological dynamism that was not seen since the days of the sound (with the spoken in synchronous) introduction first and the realistic colour later.
Film advertising can also have a more narrative approach, also taking into account that the audience will remember them, after the end of the movie, even longer than it can remember the videos that it saw with other media.
4 Unlike TV viewers and internet surfers, movie audience cannot change channels or click on a button to avoid advertisements.
Indeed, people now consume media messages in exponentially higher amounts than in the past.
Within a multi-screen and multi-platform world, where we are all constantly “Flooded” with advertisements, it becomes increasingly important to emotionally stimulate your audience.
With all the interest that this generates for companies, advertising on the big screen is used by a target audience highly stimulated by the same and that is often refractory to other advertising media.
5 The cinematic experience is provided in a submerging, enveloping environment.
There the spectator is often kidnapped by images and narration!
Among all the media, it is to the Cinema that the spectator has the absolute less avoidance of the publicity, having neither the possibility, nor the desire because already focused on the big screen and in a state of relaxation interested.
The numbers are important considering that only 8% of cine-spectators avoids the commercials at the Cinema and comparing this data against ADV avoidance in other media:
- 44% of TV-viewers,
- 68% of newspaper readers,
- 61% of magazine readers, and
- 16% of radio listeners.
The very low percentage of circumvention of advertising, together with relaxation and deep attention and connection with the medium, are mutually reinforcing in a reciprocal strengthening that generates an unassailable penetration “from” and deep connection “with” the commercial message.
A study by Hall & Partners, titled “The Bigger Picture” has researched the effectiveness of film advertising with clear results.
The commercials observed by viewers at the cinema are processed by the brain in a more pervading way, resulting in a more emotional and powerful connection with the brand.
The film advertising is 8 times more effective, above the crowded television, in bringing out a brand.
It’s an impressive datum.
The same spot, if projected at the Cinema, has an impact 8 times more powerful than on TV.
6 This increased attention also results in an increase in the ability to remember more details of the advertisement.
If you show observers a static photograph and without logos, taken from a previously projected advertisement, the level of Brand recognition, compared to television viewers, is 3 times higher in the movie audience.
Even more obvious has been the difference in the launch of the TV channel OdeonTV: 97% of the spectators who saw the channel’s Spot in the Cinema, remembered details about it.
7 A contemporary geographic diffusion of the same spot in different states and countries, with a timing that once seemed impossible.
The company acquisitions between the projection halls and the oligopolies of national cinema chains that have come to create a little in the whole western world, furthermore allow a geographic diffusion of the same spot in the various regions, States, countries, with a contemporaneousness that once seemed impossible.
This also allows the opposite possibility, to restrict more, choosing in which regions, in which cities, even in which specific rooms to advertise.
In the same way, the refinement in the segmentation of the audience to which the various films are devoted is studied since the writing of the screenplay, allowing productions to know already before if they are dedicated to a more masculine, feminine, juvenile, childish, family, working or home audience.
Film advertising agencies also offer the ability to tie your advertising to individual dates to coincide with specific days of vacation or holidays, and for which, individual specific film titles, thus to segment and connote with even greater precision your target audience.
Even more obvious if we go to search the figures of the results.
For the new brand McCain Rustics owned by FMCG, the only shift of 10% of their advertising budget from TV to Cinema resulted in a 4% increase in public coverage.
The verification carried out on the effect of the projection of a commercial of Lloyd’s insurance between Cinema, TV and other media, brings us two important data on the effect that it has had on viewers who have observed the spot at the cinema, compared to other media:
- 10% more has developed positive feelings for Lloyd’s Brand,
- 15% more has shown a better understanding of the advertising message.
And this is compared to all other advertising media.
It is easy to guess how much the Cinema represents and impersonates a fruitful and powerful host for corporate advertising in the future.
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