Advertising in Cinemas – A Tactical Media Vehicle
Posted: Dec 02, 2019
The whole and sole beauty of Cinema Advertising lies in the fact that it has varied options available when it comes to branding. It is one part of the marketing mix which sets itself apart from other forms of advertising as it provides a 360 degree marketing environment to the product. It is witnessing an average growth of 25% as it manages to engage the moviegoers in a highly effective way. The impact of cinema is very strong and unique, and the brands are gradually recognizing this and understanding how this medium can make the brand stand out like no other.
Cinema is one place which offers uncluttered media environment to the product. A theatre is one place where the people are not using their laptops, tablets, radio or phones and are 4 times more emotionally involved that they are in front of a television. Since the audience is detached from such electronic gadgets, the captivity and the understandability of the advertisement increases automatically. The whole focus is laid totally on the display and since the commercials cannot be fast forwarded or changed as one can do for television, cinema ads can be relied on for a no obstruction view. The viewers in a movie hall generally tend to maintain certain decorum and hence it is silent compared to any other environment per se.
From entering a movie theatre till the end of it, there are plenty of panels and platforms where the brands can be placed. The number of people paying visits to a cinema is increasing every year, hence broadening the cinema appeal, widening the reach to show the bigger picture of how cinema advertising is an engaging medium to showcase a brand through various visuals and 3 Dimensional effects. It is a very conventional method of advertising since it offers many out of the box means of branding. To create an effective cinema advertisement one can definitely go for the video/ still ads/ audios which can be placed creatively before or during the interval of a movie. We can also build brand awareness through off screen mediums like putting up standees or placing panels in the parking areas of a mall. The arch gates at the entrance and stickers in the elevators or on the gate of the elevators tempt the customers. Snack counters are next favorite when it comes to solidifying a brand image, since there is a lot of queue at this point, people tend to look around and get attracted. Distribution of flyers or pamphlets along with some samples of the product can create sheer impact and increase the possibility of the convertibility of the product. Branding on the movie ticket and seat backs would also be beneficial in increasing the reach and driving the attention of the viewers.
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Vaishal Dalal, co-founder of Excellent Publicity, spends much of his time creating simple but valuable content which helps ecommerce entrepreneurs to grow their online business. Visit at : https://www.excellentpublicity.com/