CINEMA ADVERTISING

  

                                              Cinema as an Advertising Medium

Cinema is a catalyst to 'together time' for couples, families, friends and peer groups and hence the experience of bonding over the shared experience of a film rates much more than other entertainment avenues. This 'Together time' is hard to find and harder for a marketer to penetrate. Cinema provides a state of mind that exists in no other medium. The audience gets into the most receptive frame of mind owing to voluntary surrender to the environment...     

         Advantages of Cinema Advertising

• Cinema has a larger than life visual impact when compared to TV or Radio.

• Cinema as a captive medium offers an uncluttered environment.

• Cinema reaches out to young affluent audiences and is cost effective.

• It has the added advantage of delivering nation-wide reach as well as localized reach.

• Offers 360 degree exposure & innovative opportunities to brands, on-screen & off-screen.

• Low ad avoidance as cinema goers perceive the ads as part of the experience.      

      

Disadvantages of Cinema Advertising

    Cost

•       The cost to advertise at a movie theater is high, especially for a small business. First, there is the cost to  produce the advertisement. This can run in the thousands of dollars or more depending on how much a business wants to spend. The next cost is to have the advertisement shown in the movie theater.  According to "The Wall Street Journal," movie theaters draw a big portion of their revenues from the  advertisements before movies. These revenues have increased 10 to 15 percent in the past few year

      Lack of Audience

•        Individuals going to see a movie know that the advertisements will start immediately prior to the movie.They may arrive late in order to avoid sitting through them before the movie starts. According to Auburn  University, many individuals feel that the purpose of attending a movie is to see the movie, not the advertisements. A small business would not want to spend its advertising money in a venue where the  audience does not exist.

     Recall

•       Studies show that the typical movie theater audience has no recollection of the advertisements that they viewed prior to seeing the movie. The audience's attention is solely focused on the movie and relayingthe movie plot to their friends. A small business needs to focus its advertising on another   advertising method that will reach its  audience and keep the company name or product in the individual's  head. The goal is for that individual to recall that product and talk to someone else about it.

     Target Audience

• A final disadvantage to movie theater advertising for a small business is that it might not reach the target audience for the product. A small business will focus its product on a certain demographic to get the product sold. Once the small business has narrowed down its target demographic, the appropriate place to advertise will need to be chosen. Movie theater advertising has to be geared toward the typical movie theater attendee, which could be a teenager for some films and an older individual for other films. A small business does not have the financial ability to cater to all of these different demographics.