Did you know that the movie theatre is one of the last distraction-free entertainment environments where consumers can sit back and relax?
Studies show that moviegoers are 25% more likely to surf the web while watching TV, and 64% more likely to text message while watching TV (Nielsen Mobile Moviegoers Article).
That means that while it’s become increasingly more difficult to reach consumers through traditional forms of media, the cinema is succeeding at targeting the hard-to-reach, “multi-tasking” segment of the population. These busy, successful people (like you!) rarely get to do just one thing or look at one screen at a time – except for when they go to the movies.
Keep reading. It gets better.
ENGAGE
Moviegoers come to the cinema ready to be entertained, in a good mood (unless they are dragging their nagging kids), and are thus in a receptive frame of mind. Repeated studies show that screen advertising provides higher recall than other forms of advertising (Arbitron 2007, CAC Movie Study). After 3 or more exposures to the same ad, moviegoers’ unaided recall jumps to 60%. In addition, moviegoers are more interested in a product after they see it featured on a movie screen.
Our captive and powerful buying audience is just waiting for you to engage them. Movie advertising should be at the core of your advertising plan.
AUDIENCE
The cinema delivers one of the most sought-after, powerful demographics. Did you know that a movie watcher is more affluent than a TV viewer, radio listener, or magazine and newspaper reader? (CAC-Moviegoer Audience Study).
Hollywood spends over a billion per year attracting audiences that are well educated, tech savvy, more likely to have annual household incomes above $75k, and are usually between the ages of 18-49. Frequent moviegoers are more likely to come from households earning $100k or more (Arbitron 2007 Study). Further, smartphone and tablet owners attended up to 20% more movies in the past year and almost 70% of moviegoers own a smartphone (Nielsen Mobile Moviegoers Article).
Advertisers worldwide are trying to figure out ways to reach this demographic and we have them sitting in our seats staring at 50 foot movie screens with nothing to do except see your ad, larger than life.
Plus, movie-going is also a shared experience. Decision makers attend the movies together and are more likely to discuss your ad once they see it on the movie screens.
Before you stop reading, here is one last great statistic: On average, moviegoers arrive at the theatre 19 minutes ahead of time (Arbitron 2007 Study). This means that you can reach the moviegoer during their entire experience at the movies. From the lobby, to the concessions, to the big screens. We explain this more here.
To sum this all up: our audience is engaged, social, mobile, enthusiastic, captive, and waiting to be engaged by you! Get started today.
INDUSTRY TRENDS
Going to the movies continues to be America’s number one destination for entertainment. 70% of Americans ages 12 and older reported seeing one or more movies at a theatre in the last 12 months (Nielsen 2013 Moviegoing Audience). And many moviegoers reported that they prefer to see films in a theatre because of the distraction-free environment and a great reason to get out of the house and spend time with friends and family (American Moviegoers article).
Some of the most successful brands have now realized that the moviegoing audience is a powerful and captive demographic in a clutter-free environment. Brands have no competition with DVR’s like they do with TV commercials. They also don’t battle with satellite radio or mp3 technology such as radio commercials. Newspaper and yellow page advertising are now antiquated. In fact, movie theatres themselves have significantly reduced their newspaper presence, since only a small fraction of people still get their showtimes from the newspaper.
Blockbuster films and advances in technology continue to deliver record box office attendance. 2012 was the highest grossing box office in history with $10.83 billion which is up 6.5% from 2011 and attendance was up 6.3%. (American Moviegoers article). Digital Cinema has replaced dated 35mm projectors. These new digital projectors allow your local movie theatre to bring you the best in 3D movies, live sporting events, opera, concerts, and other stage performances. These programs will attract more crowds to the theatre and more captive eyeballs on your ad. This digital technology also delivers your business via our online ads in the same high definition as the Hollywood films.