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Media Intelligence : Media Trends+Strategy 2012
MEDIA Trends + Strategy 81 cinema Digital cinema to be the driver The rise of advertising content How has digital changed the commercial viability of the cinema sector? Alternative content has changed the game entirely and digital cinema has changed the game entirely. We can now beam live events into the cinema and around the country via satellite. The increased capacity of digital projectors and the rise of alternative content as an entertainment category has created a large and viable opportunity to create new audiences. We have seen a glut in terms of art product like opera and ballet and certainly the same with music and entertainment and it is fanning great momentum in demand. What are the greatest challenges facing the sector in the next 12 months? Probably the studios getting the access to screens from traditional content providers. It will all be down to product, if it is great product – people will go. Things like 3D are transitory in appeal, the novelty has worn off now and it has emerged as a platform that is just really appealing to kids. are there any new technologies or branded entertainment platforms that you think will transform the cinema experience? The beauty of emerging technology is that it is getting content out to the audience, to be experienced very quickly. Cinema Live delivers this via satellite and we are seeing massive potential for this, particularly concert broadcasts. It is all about bringing audiences a little closer to the content and the live experience even if they are geographically displaced. Digital technology also means that advertisers of all sizes have an exceptional, rich platform to create compelling advertising for and engage consumers which is executed creatively. How will the emergence of iPtV change cinema viewing habits? I think going to the cinema is all about the experience, it is not just about the delivery mechanism. As a cinema goer you are engaging in an immersive experience that is bolstered by high quality visuals and audio. That said we are looking at how new delivery platforms can complement that experience. For one of our upcoming Cinema Live events – Peter Murray live from The Basement – we are partnering with Telstra’s T-box . The concert will be streamed live to cinemas and concurrently streamed live via Telstra T-box. I think there is an opportunity for both platforms to cohabit quite nicely. Peter Skillman Director & CEO CinemaLive & The Shooting Star Picture Company How is digital cinema changing the sector? Widespread conversion to digital cinema is now underway at a fast pace which is revolutionising the cinema advertising sector. Currently around half of all cinema screens in Australia are digital and we will see that number rise to over 80% by the middle of next year, by which time we will be well and truly at critical mass. The transition to digital has huge benefits for advertisers; it simplifies and speeds up the production process meaning that advertisers can get campaigns to screen much faster and without additional production cost. From a media planning perspective, cinema becomes a broadcast network which gives advertisers more flexibility and greater synergy with television campaigns. What are the greatest challenges facing the sector in the next 12 months? The financial climate increases the need to continue to innovate and demonstrate value to advertisers for all media. In the increasingly competitive landscape, cinema is well positioned with the growth in digital presenting real opportunities to grow cinema’s share of advertisers media channel spend. How has the financial climate affected the sector? Cinema is often described as a counter- cyclical business and box-office typically performs well during times of economic uncertainty. We are coming off the back of an all-time record year at the box-office last year and this year’s box-office is tracking well, up 5% since July year on year. The outlook for next year looks set to be one of the strongest we have ever seen with a massive line up of blockbuster titles ahead. How has advertising been affected by the advent of digital? Whilst digital is impacting all media sectors, the unique viewing experience and impact that cinema delivers really sets it apart. Cinema always has and always will provide advertisers with a captive, engaged audience, in the most premium and distraction free environment available. With audience fragmentation rife and ad avoidance a huge issue across all other media, cinema’s communication power has never been more potent or more relevant for brands. What new technologies or platforms do you see transforming the commercial proposition of the cinema experience? Digital cinema will be a real driver for the cinema industry on many levels. It has facilitated 3D which has already been embraced by many advertisers which takes the engagement of cinema to a whole new level. Currently one in five cinema admits are 3D and this number is set to grow next year with a huge 3D blockbuster line-up ahead. With the introduction of digital, alongside movies alternate content not previously available on film is also proving hugely popular; again this opens up opportunities for advertisers to target specific interest audience sectors. The ongoing introduction of new technology and improved customer experiences will see cinema continue to thrive in the years ahead and cinemas become true entertainment destinations for all audience sectors. Damian Keogh Chief Executive Officer Val Morgan Cinema Network p78-79,81_cinema.indd 81 28/11/11 12:40:42 PM
MT Resource Guide 2011
MT Resource Guide 2012