Cinema Advertising: Capture a Captive Audience

With a cinema ad shown pre-show, you can piggyback on box office success and present your brand to an audience ready to consume media as they wait for the motion picture to start. Movie audiences are ready and willing to be immersed and captivated by video, so give them an ad they’ll be talking about.

What Is Cinema Advertising?

Cinema ads are short commercials that play before the trailers and feature film begin. They run while audiences are entering the theater, finding their seats, and getting settled. These ads play to a captive audience, as most moviegoers are prepared to watch and engage with the content on the screen.

Typically, cinema ads are 15 or 30-second video spots, though they can be as long as 60 seconds. When it comes to designing content, you have options: sometimes advertisers use a single image with music or a voice-over, while others incorporate animated content. Similar to a television commercial, cinema ad spots can be for national or local companies.

How Does Cinema Advertising Work?

Cinema ads can precede a blockbuster film or a small art house film. There are advantages to targeting different cinema audiences, as moviegoers span a wide range of demographics. Ad spots can be highly relevant to specific demographics, and knowing which demographic is likely to watch a particular movie will ensure your ad is seen by the people most likely to become future customers.

You can purchase ads on all screens in a single theater or reduce the number of screens for a cost-effective alternative. Once the spot is purchased, it will run in advance of the feature film for a duration you determine, whether it's just a few days or several weeks.

Key Benefits of Advertising in Cinemas

Cinema advertising offers several unique advantages over other Out-of-Home (OOH) options.

• Targeted Audience: You can hone in on your target audience by focusing your ad campaigns on key locations or by showing your ad before a film that aligns with your key demographic.
• High Engagement: Unlike a social media audience, the audience at the cinema is highly engaged. Moviegoers arrive early and are ready for an immersive experience. They are less likely to fast-forward or be distracted by other activities, as is common with TV streamers.
• Affluent Audience: Moviegoers often have a higher household income, so you can be confident that your ad is being shown to an audience capable of engaging with your brand.
• Increased Visibility: With packed movie theaters, you can ensure that your ad will be seen and appreciated. Movie attendance is also higher on the weekends, a time when people tend to spend more.

Will People Watch Cinema Ads?

The short answer is yes. Moviegoers are more engaged than TV viewers. In the comfort of their own home, TV streamers often fast-forward through commercials or use the time for a quick break. These distractions typically do not happen in a movie theater. Movie theaters are also very quiet, meaning your ad will be heard as well as seen. With plush chairs and snacks, moviegoers are truly a captive audience, eager with anticipation for their movie to start and in the right mindset to watch video.

Cinema Advertising Costs

Like many advertising campaigns, the cost of a cinema ad can vary dramatically. Costs depend on:

• Ad Length: The duration of your spot (15, 30, or 60 seconds).
• Markets: The specific markets where you are showing your ad.
• Film Pairing: The popularity and type of films your ad is paired with.
• Screen Count: You can reduce costs by showing your ad on just a few screens rather than all screens in a theater.

Additionally, there is a cost associated with the creative input needed for the ad. You can use existing media, editing it to fit the allotted time, or you may choose to create an entirely new ad campaign, which will add to the overall cost but allow for greater flexibility.

Cinema Ads vs. Other Advertising Methods

Cinema ads are an excellent supplement to any marketing campaign. While they may not have the immediate results or direct tracking capabilities of some digital marketing channels, they are more engaging than other OOH options like billboards.

• Targeting: Unlike billboards, cinema ads allow you to target your audience based on location and film demographics, ensuring your ad is seen by an engaged and relevant audience.
• Engagement: Since cinema ads are animated, they are typically more engaging than static OOH ads. The high-quality audio and visual experience of the cinema screen can make your ad more memorable.

To determine if movie ads are an effective use of your marketing dollars, consider the cost per impression and the number of people who will see your ad in a movie theater compared to other marketing channels.

The Best Form of Cinema Advertising

Cinemagoers are prepared to be immersed in a breathtaking experience. The most effective cinema ads are those that take full advantage of a movie screen's capabilities. Create a memorable experience by putting the immersive qualities of cinema to work for you.