Marks: What to expect from "mature" cinema ad market | Screenvision looks to build on preshow success | NCM Media, BuddyTV to offer brands integrated campaigns
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April 10, 2013
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Marks: What to expect from "mature" cinema ad market
Cinema advertising has grown more than 200% in the past 10 years, with revenues reaching more than $600 million per year as of 2011, according to the Cinema Advertising Council. Cliff Marks, president and chairman of the CAC, says that 2012 numbers will show some growth, but "cinema advertising is a much more mature business now and we are experiencing much higher sell-out levels of well over 90% of available inventory." Marks reflects in this article on the state of the industry and the 10th anniversary of the Cinema Advertising Council. (3/18)
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Cinema Market News
Screenvision looks to build on preshow success
Screenvision this year is looking to build on the audience appeal and success of its "Limelight" preshow, which it launched in 2012, writes Darryl Schaffer, Screenvision executive vice president for operations and exhibitor relations. Brands that advertised in the preshow also "extended their presence through promotions in the lobby," Schaffer writes. "[M]ore than ever, with media fragmentation and dwindling broadcast-TV ratings, cinema is a great addition to a TV plan." (3/18)
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NCM Media, BuddyTV to offer brands integrated campaigns
NCM Media Networks will work with BuddyTV to create "360-degree integrated marketing" campaigns that pair in-cinema spots with ads on BuddyTV platforms, said Ian Owen-Ward, NCM's senior vice president of online and mobile. "NCM and BuddyTV will create custom digital advertising programs. We're helping brand advertisers connect the dots," said Owen-Ward. MediaPost Communications/Online Media Daily (4/2), (4/1)
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Exhibitors reflect on growth in alternative content
Although alternative content still accounts for a small portion of cinema revenues, growth is steady and the variety of offerings are increasing as well, representatives of major exhibitors say. Among the biggest attractions have been the Metropolitan Opera and other fine arts events, as well as sports and classic films. (3/18)
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Marketing Trends
Media panel: Cinema's still key in increasingly digital world
Although cinema ticket sales were up modestly last year, there is still potential that in-theater attendance could slowly decline as more viewing opportunities develop, according to attendees at Digital Hollywood's Media Summit, which took place last month. However, despite growing digital options such as video-on-demand releases, a theatrical release is still regarded as essential for a production to make significant money. (3/15)
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Campaigns and Strategies
HTC, Funny or Die partner on cinema ads for new phone
HTC has partnered with comedy site Funny or Die on ads for its new HTC One smartphone that will run on National CineMedia's network of 28,000 screens, said Erin McGee, HTC's North American vice president of marketing. "Eighty percent of our intended audience goes to the movies, and they go to two or three films a month," McGee said. "It allows us to not only reach our target demo but establish some frequency as well. Adweek (4/5)
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Why amenity-filled cinemas are filling their seats
Reserved seats in a cinema that offers generously stuffed recliners are features of the AMC Courthouse Plaza 8 in the Washington, D.C., area. These and other amenities are among the strategies that cinemas -- as opposed to studios -- are increasingly using to get customers in the door and away from home viewing options, Stephanie Merry writes. The Washington Post (3/21)
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IMAX sees laser projections in its future
IMAX is enjoying something of a revival with major film releases in the format, Mike Lowe writes. But the company is also plowing forward with new technologies, says IMAX Chief Technology Officer Brian Bonnick, including a laser-projection system. "We're going about this from ground up saying, 'What are the benefits that laser can bring?' Brightness is one. High-contrast is another, [as well as] a higher color gamut." (U.K.) (3/20)
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CAC News
Who doesn't love "Dinner and a Movie"?
According to a recent study conducted by USA TouchPoints, that very idea of a great night out is still a very popular trend. Twenty-nine percent of moviegoers visited a restaurant or bar on the same evening they attended a movie (an average of Thursday-Saturday attendance). On Saturdays, the trend is even stronger, with 37% indicating they visited a restaurant or bar the same evening as seeing a movie.
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Action is a great restorer and builder of confidence. Inaction is not only the result, but the cause, of fear."
-- Norman Vincent Peale,
American minister and author
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