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Media Intelligence : 2009 - 2010
cinema REVOLUTIONISES CINEMA DIGITAL TECHNOLOGY Offering escapism, cinema is typically a good performer during an economic downturn. Developments such as advertising networks on plasma screens in foyers as well as digital screens for enhanced cinema viewing offer advertisers cost-effective ways of reaching audiences while CinemaLive is projecting content to new markets. With this year’s box offi ce already 20% ahead of last year’s records, this medium is delivering a winning formula. BOX OFFICE HISTORY Last year, $946m was spent at the Australian box offi ce on ticket sales alone. This was the highest year on record. With just under 90 million cinema attendances made every year, Australia enjoys one of the world’s highest levels of moviegoing per capita. Source: MPDAA Unique advertising provides entertainment value Paul Butler Marketing Director, Val Morgan Cinema Network How is the digital cinema rollout progressing? Plans are now well advanced amongst the major exhibitors for the installation of digital cinema throughout their locations, with approximately 100 digital screens already operational across Australia. This is a hugely exciting transition, as cinema will become essentially a broadcast network, which will open up many new opportunities for advertisers. Advertisers will be able to get commercials to screen more quickly, giving greater synergy with network television campaigns. Without the need for 35mm prints, production costs are also likely to reduce. Most importantly, digital will allow far greater fl exibility in the scheduling of campaigns, meaning that audience goals can be achieved more quickly and cinema 55 MEDIA Trends + Strategy p54-55_cinema.indd 54 p54-55_cinema.indd 54 3/7/09 12:04:46 PM 3/7/09 12:04:46 PM will be able to deliver greater audiences to advertisers. What are the latest developments in Cinemarketing? Cinemarketing continues to be an area where advertisers can really make their brands stand out in a unique and entertaining way. Some highly creative activity has run in recent months involving everything from actors interacting with commercials playing on-screen, in front of unsuspecting and bemused moviegoers, through to brands being integrated into the cinema visit by appearing on movie type standees in the foyer. The most signifi cant development in terms of the off-screen area of the business in recent months has been the development of a digital advertising network in foyers.We have installed 300 plasma screens into 100 key cinema locations throughout the country. These have proved very popular with our advertisers: they provide an ideal way to broaden the reach of an onscreen campaign reaching movie-goers both before and after the movie session. The plasma screens run a transitioning sequence of digital advertising material. With advertising material interspersed with movie content they are unmissable. What are agencies asking for in terms of research? Research continues to be a vital part of our proposition to advertisers. Throughout the year we work with many of our clients to provide campaign tracking which helps understand the visibility of their cinema activity amongst the other media channels they are using. We are also working more to quantify the value that the well-known and unique attributes of cinema (captive audience, superior impact, unrivalled recall and brand building abilities) have in terms of ROI to advertisers relative to other media channels. How has the economic downturn aff ected cinema? Cinema typically performs well in times of economic pressure, it offers escapism and is seen as a reliable and highly enjoyable form of entertainment: 2008 was a record year at the box-offi ce and this year, for the fi rst fi ve months, box-offi ce is running a massive 20% ahead of last year’s record levels. The stellar performance at the box offi ce has been driven by a wide range of titles and with an exceptional line-up of blockbuster movies ahead, audiences look set to keep coming back for more.
MT Resource 2010