Being the owner of a small business, it is important to make a wise and an informed decision on the way to advertise your business. A decision has to be made regarding promoting the business through Movie Theater. To arrive at a rational decision, research has to be conducted on how effective ads using Movie Theater are, in reaching the potential customers.
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Research shows that cinema advertising impacts emotions and revenues. 3D technology has created awareness on movie going audiences from the young to the old, owing to its flexibility. Many have been overwhelmed by the technology and get information on new products through advertisements in the movies. 3D commercials have also promoted advertising. Avatar and Monsters vs. Aliens have really transformed the advertising company.
They have been known to promote Samsung’s 3D television sets. “The young man is shown taking a 3D experience home by cutting a cube of action through a screen thus, replicating the experience of her family’s home television” (Knight 1). This has promoted Samsung televisions on many people are purchasing it.
Cinema advertising recorded a growth of 5.8% in 2007, from $539.9 million to $571.4 million. “In 2008 a lot of money, over 90% was spent on on-screen advertising than anywhere else in the theater” (Knight 1). This escalation was attained due to improved technology, which allowed the advertisers to effortlessly update creativity digitally. This made digital advertising very suitable for marketing national brands.
Consumers, who are definitely the buyers of advertised products, like movies and go to cinemas in large numbers because going to cinema is a popular trend. This is a perfect moment to introduce various brands of goods in the market to consumers. The study based on about 2600 consumers showed that moviegoers remembered 60% or more of the cinema ads after leaving, with increased desire to buy; as much as 20% or more (Knight 1).
The young like movie ads compared to television ads. This is supported by the fact that the number one leisure activity for the youths is movies. 62% of those in the age bracket of 18 to 24 years, 58% of those in 25-34 years and 39% of those in 45-54 years preferred cinema ads (Knight 1). Many like movie theater ads compared to internet ads. Sixty-six percent of those interviewed preferred cinema ads compared to 49 percent who were okay with online ads were acceptable.
In media, movies have higher emotional rating (41.5%) than watching other major television programs such as the “Super Bowl (39.7%), Summer Olympics (26.3%), World Series (22.8%) and Oscars (16.1%)” (Fuchs 1). Surveys show that consumers who are emotionally fond of specific brands had similar feelings regarding the experience they get from watching movies.
“About 45% of the customers who buy health and beauty products and 44% of those who buy packaged goods are emotionally attached to movies as compared with 30% and 29% for television, 21.1% and 21.1% for radio, and 21.2% and 18.9% for magazines” (Fuchs 1).
This shows the strength and impact of Movie Theater advertising
Cinema advertising has also gained public interest owing to its improved quality. The public have been captured by the movie theaters because of good quality of movies, as well as their wide range. When a great creative product is being launched, it is done in cinema. About 70% of ads today are new creative that are used far from us.
Multiplexes increase people turn out in the movie theaters. Bars and restaurants in places where multiplexes are have made movies a place to get entertained in the evening. People therefore, get movie ads that have been considered more memorable than television advertisements. People get to remember the movie ads the same way they remember certain scenes of the movie (Fuchs 1).
Fuchs, Andreas. Stronger attachments: Cinema advertising impacts emotions and revenues. 12 May 2010. Web.
Knight, Kristina. Big-Screen ads engage consumer emotions. 22 April 2010. Web. <http://www.bizreport.com/2010/04/want_to_engage_take_ads_to_the_big-screen.html#>.