CINEMA MARKETS

Val Morgan manages the vast majority of all advertising for all cinema complexes across Australia in metro and regional markets and the remaining are controlled by Moonlight Cinema.

CINEMA CREATIVE OPTIONS.

Slide or film: 15 seconds, 30 seconds, 45 seconds, 60 seconds, 90 second, 120 second spots. Longer length commercials are preferred on cinema and options outside of these standard sizes may be considered. Placement can include pre movie screening, in foyer screens via Digilites.

Digilights are 50 inch HD digital displays, vertically positioned in high traffic areas of cinema foyers and concourse areas. Advertising is available in 15 second increments, with the play list restricted to a maximum of 3 minutes. The network is currently in 100 cinema locations, with over 300 Digilites installed in key cinemas in metro centres. Further opportunities exist with live in – cinema advertising experiences involving live performances that may extend a creative idea from a commercial or engage the audience (i.e. product sampling).

CINEMA RATES

Rates are based on the total number of screens, commercial length and package type (i.e. by target, by film, by location).

CINEMA BUYING CONSIDERATIONS

There are 3 main buying options for cinema:

By Target

Where movies are selected based on the variety of criteria for a movie title (i.e. film rating, film genre and anticipated audience – by key demographics) along with screening preferences.

By Film

Where an individual movie can be selected. The synergy exists between the product advertised and a particular movie.

By Location

Where cinemas screens can be targeted by specific location. As movies are released on Thursday, all activity is scheduled for minimum one week – commencing Thursday.

EFFECTIVENESS

Cinema advertising is measureable, with campaign reach and frequency against specific demographics available for both planned and post campaigns. Reach and frequency is derived from the actual or projected campaign admissions over laid with cinema going demographics from the Roy Morgan single source survey.

When running a cinema campaign by target audience, the campaign is booked with appropriate movies in each complex. The total number of movies available each week against a particular demographic sets the optimum weight (i.e. the campaign weight required to reach all movie goers in that demographic.) These optimum screen weights by demographic are used as the basis for reach and frequency calculations.