The Advantages of Cinema Advertising

Contrary to popular belief, the fastest-growing advertising medium on the block is not the internet, nor is it remotely anywhere near a computer or video game. In fact, it's actually found in an area consumers have been flocking to since the early 20th century, but many advertisers don't even give it a second thought. It's called cinema advertising, and companies across the nation have been making better use of it in recent years. Although you usually think only big-name companies can afford this venture, small businesses can take a chunk out of this medium as well, without emptying your wallet.

Businesses spend only a small amount of their budget on cinema advertising, but with the positive response the ads have been receiving, that amount is set to skyrocket in the next five years. Many companies have stayed away from the field, afraid that moviegoers would view their products in a bad light, but recent studies have proven that the majority of adults (and even more teenagers) don't mind-and even expect to see-ads alongside the movie previews. With all the advertising that hits them when they walk in, from posters, banners, previews in the lobby and other sources, they've already been exposed to several ads (maybe your competitor's) before ever stepping foot into the cinema portion of the building.

These days, moviegoers are usually college grads between the ages of 18 and 50 with moderate household incomes ($50,000-$70,000.) According to Cinema Advertising, 73 percent of moviegoers combine a day at the movies with a meal, and over 69 percent combine it with shopping. Scarborough Research has found that people who frequently see movies are also much more likely to invest their money in higher-end entertainment technology and services, as well as cars and travel services; they're 85% more likely to pay over $35,000 for their next car, and 50% more likely to spend at least $150 or more per month for their cell phone. When you combine this with the high recall rates for those who have seen the cinema advertisements, and you can see why advertising in cinemas is on the rise. Nielsen Media Research has discovered that moviegoers remember advertising messages as much as five to six times better than they do TV advertisements.

If you choose to advertise via your local cinema, you need to choose an ad format. You may want to start with "still image advertising", which features analog- or digital-based slides, or other in-theater promotions. Screenvision is a company to look into for such cinema spots, with exclusive access to screens of theater chains across the nation.

Some cinemas no longer show still image advertising in favor of a more recent technologically advanced experience. Regal Entertainment, a pioneer of this new method, has coined the phrase "2wenty", a series of entertainment-related infomercials and ads scheduled to take place twenty minutes before the movie begins. (AMC has already copied this method with a "Pre-Show Countdown", with Loews to follow shortly.) Some companies are offering small businesses a chance to get involved by providing a spot in the "show" for as little as $500.

Not only are cinema spots a good idea for small businesses, these days they're also quite affordable with the option to display your advertisement locally, regionally or nationally. Compare the prices for each option and decide what would work best for you; if you only want local business to start with, advertising on local screens instead of state-wide will cut your cost dramatically. If you think your company is ready for a larger demographic, just increase your cinema spots to play at theaters further from your location. To maximize your ad's potential, run your spot for a minimum of eight weeks; some audience members will wait to see the movie they want for a few weeks until the crowds have died down. With the increased interest in these cinema spots and the proven advantages of them, it's a great way to reach any target demographic.