Cinema Advertising

Cinema advertising or movie theatre advertising can be, depending on your product, a premium marketing opportunity, providing the advertiser the benefits of:

• An attentive audience
• Multiple consumer touch points
• New technologies-including digital capabilities

Before you choose to advertise in this premium medium it is useful to know how the different Content Delivery Systems for cinema advertisers work:

35mm Slide Presentations: involves placing ads in a slide projector carousel

Rolling stock: 35mm film, also called "rolling stock" combines sight, sound, and full-motion to deliver an impactful message. In this, ads run through a 35mm film projector.

Digital Delivery: This refers to seamless screen advertising and entertainment-based content. This is one of the newer, more approachable methods of cinema advertising.

Standard Definition (SD): Standard Definition offers pixel resolution that works on an NTSC (or PAL) compatible video format.

High Definition (HD): HD is a video format consisting of either 720 or 1080 active lines of progressive or interlaced video.

Creative Guidelines on Cinema Advertising

• Contrast in content is essential. This is mainly because of ambient light in the theatre, which weakens the color on the screen
• Ads with dark backgrounds and light text work best.
• The dark background also conceals imperfections which may be noticeable due to dust in the projector or on the movie screen.
• Content should be appropriate for all ages
• It should show imagery rather than text alone and not be overly "commercial".
• Avoid blurry effects or fast changes in visual effects.
• Focus is soft on the outside edges of the movie screen so consider placing important design elements inside the live area.
• Upper and lower case fonts are easier to read than all caps. Bold fonts are better than fine delicate fonts.

How to make a smart choice

Advertise as per Market Segment

Even though the latest romantic comedy may be the current blockbuster, it may not be the best choice for your tiling product. Advertise to get the best out of your marketing dollars. Aim to communicate with your relevant customer.

Placement

Place the ad where the audience will be attentive. Most ads are placed right at the beginning when half the theatre is empty, thus losing potential audience. The closer to the start of the film, the more expensive the ad will likely be.

When selecting the media agency through which you plan to procure space on the big screen, you may want to ask the following questions

1. The audience analysis of the movies including ratings
2. Technology being used
3. Available placements
4. Number of cinemas the agency can reach, providing you a one window operation
5. Effective reach in metros, regional and country Australia
6. Complimentary upgrade of the campaign material

You can also visit http://www.accc.gov.au for more information on regulatory aspects of advertising in Australia.