Cinema Advertising: Piggybacking off Hollywood’s Biggest Hits
As an avid movie goer, one of the things I appreciate most about the movie industry is their new-found willingness to adapt and spread major blockbuster releases throughout the calendar year. Gone are the days of excitedly waiting until the summer, Thanksgiving, or Christmas to view a major motion picture. Similar to an average Joe consumer like myself, corporations throughout the US have also recognized this trend and have extended their marketing efforts within cinemas to last much longer than a single, ho-hum 4-week campaign in July. This change in thinking has led cinema advertising to a full return (and then some) on campaign investment by piggybacking off Hollywood’s biggest hits for extended periods of time.
The proof is in the pudding. According to Box Office Mojo, Alice In Wonderland was the 3rd highest grossing movie of 2010, which not coincidentally, released in March. Gravity, which opened within October 2013, was the 6th highest grossing movie of the year. Guardians of the Galaxy, which interestingly had a double release due to its box office success, first premiered in theaters in August 2014. With this information in mind, cinema advertisers are signing up for longer campaign lengths in anticipation of hitting all the major releases each season, or in many cases a full year.
Since the concept of cinema advertising was first introduced, advertisers have been most attracted to marketing their company prior to the year’s most anticipated films. Their reasoning is simple… the more popular the movie, the larger the crowds. The larger the crowds, the more views their advertisement receives. It’s hardly rocket science. And prior to the 2008-2010 range, almost all major releases were bundled into a two, four, or maybe a five-week period of time utilizing the above logic. However, I pose that a fair argument exists in this scenario: Are you ignoring all of the branding benefits a cinema advertising campaign has to offer by running for too short of a period? And if you are, why not consider capitalizing on major releases that are now consistently opening within all 4 seasons, thus killing the branding bird and the direct response bird with one stone, and piggybacking off Hollywood’s biggest hits for a longer period of time?
OnScreen Media’s customer retention rate for cinema advertisers directly reflects this ideology. Since we began keeping statistics on this subject in 2012, customers who sign up with OnScreen Media’s 52-week cinema advertising program have an 85% probability of renewing for a second 52-week campaign. It’s a truly remarkable statistic and a testament to the effectiveness of branding your organization for a longer period of time, while also showcasing your company before the year’s biggest hits. So pile it on America! Hollywood’s neck, back & shoulders can handle the weight.
*OnScreen Media offers world class cinema advertising opportunities for customers interested in marketing on the big screen. We also offer data-driven, online display advertising solutions for digitally savvy marketers interested in utilizing the latest online-ad technology within a simple, easy to use platform.