With a cinema ad shown pre-show you can piggyback on box office success and present your brand to an audience ready to consume media as they wait for the motion picture to start. Movie audiences are ready and willing to be immersed and captivated by video, so give them an ad they’ll be talking about.
What Is Cinema Advertising?
Cinema ads are short ads that play before the trailers and movie start. They roll while audiences are entering the movie theater, finding their seat, and getting settled in the theater.
These ads play to a captive audience, as most moviegoers come prepared to watch and engage with the content on the screen. Typically, cinema ads are 15 or 30 second video spots, though they can be as long as 60 seconds. When it comes to designing content, you have options: sometimes advertisers use a single image with music or voice overs to draw attention to the ad, or sometimes they’ll incorporate animated content. Similar to a television commercial, cinema ad spots can be for national companies or local companies.
How Does Cinema Advertising Work?
Cinema ads can precede a blockbuster film or a small art house film. There are advantages to targeting different cinema audiences: moviegoers span a wide swath of demographics, so consider who you want your ad to reach when designing your campaign. Ad spots can be highly relevant to specific demographics, and knowing what demographic is likely to watch the movie will ensure your ad is seen by the people most likely to become future customers.
You can purchase ads on all the screens in a single theater or reduce the number of screens for a cost effective alternative. Once the spot is purchased it will run in advance of the feature film. Determine what duration that you would like your spot to run, whether it's just a few days or even several weeks.
What Are The Benefits To Advertising In Cinemas?
There are many advantages of cinema advertising that make it unique among OOH options. One of the main advantages is honing in on your target audience. This can be done by focusing your ad campaigns on key locations, or showing your ad prior to a film that addresses your key demographic. With packed movie theaters you can ensure that your ad will be seen and appreciated.
Unlike a social media audience, the audience at the cinema is highly engaged. Moviegoers have a high household income as well. So you can rest assured that your ad is being shown to an audience that is capable of engaging with your brand. Movie attendance is also higher on the weekends, a time when people spend more.
Will People Watch Cinema Ads?
Moviegoers are more engaged than TV viewers. Viewers arrive at the movie theater early and ready for an immersive experience. Most tv streamers will fast forward through commercials and avoid them entirely. Or, in the comfort of their own home, they use the commercial time to make a snack or use the bathroom. These distractions typically don’t happen with movie theater advertising. Movie theaters are often very quiet too, meaning that your ad will be heard as well as seen.
With plush chairs and snacks, moviegoers are truly a captive audience, eager with anticipation for their movie to start and in the mindset to watch video.
How Much Does Cinema Advertising Cost?
Like many advertising campaigns, the cost of a cinema advert can vary dramatically. Costs depend on the length of the ad, what markets you're showing your ad in, and what films your ad is paired with. All of these factors create a wide range for a movie ad. You can reduce costs by showing your cinema ad on just a few screens rather than all the screens in the theater.
Additionally, there is a cost associated with the creative input that is needed for the ad. In some cases you can use media you already have, editing it to fit the allotted time of your cinema ad buy. In other cases, you may want to create an entirely new ad campaign. Although a new ad campaign will allow for greater flexibility, it will tack on extra cost.
Cinema Advertising Cost vs Other Advertising Methods
Cinema ads are a great supplement to any marketing campaign. They may not have the immediate results, direct tracking and targeting capabilities of some digital marketing channels, but they are more engaging than other OOH options like billboards.
Large chains like AMC offer pricing models for different levels of engagement and scope, making them a good option for small businesses. Unlike billboards, cinema ads give you the option to target your audience: you know the demographic of the audience and know that they are engaged during the spot. Since cinema ads are animated, they are typically more engaging than static OOH ads.
To determine if movie ads are an effective use of your marketing dollars, consider the cost per impression. Think about the number of people who will see your ad in a movie theater compared to other marketing channels. Overall, cinema ads are a great way to increase brand visibility and a great addition to any marketing mix.
What Is The Best Form Of Cinema Advertising?
Cinemagoers are prepared to be immersed in a breathtaking experience. Cinema ads that take full advantage of movie screens’ capabilities will resonate with audiences more than a static image will. Create a memorable experience by putting the immersive qualities of cinema to work for you.
