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The evolving, involving cinema experience
Cinema has always been the most entertaining and emotional medium. You cannot beat the big screen for sheer impact and scale, making cinema stand out more than ever in the multi-screen world we inhabit. The very best acting, writing and directing talent is served to paying guests through cutting-edge technology, be that 3D, 4D, HFR or Dolby Atmos.
Cinema-goers make up seven in every 10 UK adults, resulting in more than 170 million admissions last year. They go to the cinema because they love movies, but also because they love the atmosphere that accompanies the content when viewed with like-minded people in a dark room, on the biggest screens, with the loudest sound.
These cinema-goers are a powerful and influential group – they are active, out and about, like spending time with friends and family and are hungry for new ideas and experiences. They are also great advocates, being 10% more likely to recommend products they’ve seen or heard advertised.
Cinemagoers are also very social, both virtually (75% of cinemagoers share their experience via social media) and physically (people go together, on average in groups of three).
They are also increasingly consuming media when they want and how they want. In an age where screens follow us everywhere, the entire media industry has to be more innovative, more flexible and responsive to audience behaviour.
This month marks a year since Digital Cinema Media (DCM) lived up to its name and went totally digital – introducing faster and more flexible ways of buying, scheduling and distributing media. Crucially, cinema can now be planned dynamically, with bookings by day, by film and by cinema alongside copy rotation and long-form content opportunities.
Geo-targeting by cinema enables brands to run national campaigns with local messages that drive footfall directly into a store two minutes down the road. With 90% of cinemas directly located within a retail environment, the power of proximity targeting on a screen the size of two double decker buses, opens up exciting new opportunities for brands.
At DCM we’ve also been working with our advertising partners to provide entertainment beyond advertising through branded content, alternative content, experiential and second screen opportunities that engage cinemagoers.
Cinema is the ideal place to combine the impact of the big screen with the intimacy of the small screen, before and after the movie. In a controlled test, we have already found that advertisers who have linked their screen ad with a tailored mobile message can experience an even deeper engagement with cinemagoers. This provides brands with an opportunity to reach their target audiences at a specific location, at a specific time with a specific (and contextualised) message.
The world’s most immersive medium is fast becoming one of the most dynamic for pioneering advertisers and agencies to connect brands and people in a unique, multi-platform environment.
By Joe Evea, commercial director, Digital Cinema Media (DCM)
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