1. why cinema marketing?
The advantage is that moviegoers can be found in a very relaxed atmosphere. According to studies, this leads to a higher willingness to buy or enthusiasm.
It also brings the following advantages:
- There are just under 4,800 screens in Germany
- More than 6096 seats fill Swiss cultural cinemas every day
- More targeted management of specific regions (e.g., Zurich region only, North Rhine-Westphalia)
- Target group-specific addressing possible through choice of cinema film and performance time
- Due to the presence of the moviegoer, cinema advertising allows high attention without distraction
- Above-average recall value
The cost of cinema advertising is affordable even for small companies due to the targeted cinema chains and films, in contrast to television advertising with higher wastage.
2. what is cinema marketing?
In cinema marketing, we take care of the spots that run on the screens before the main movie.
Type of videos:
As a rule, the cinema video spots are shorter, but have more content. So they are more compact.
In the cinema, video spots are an excellent way to convey big emotions.
Thus, cinema advertising is suitable for creating an emotional bond with the target group, which is what makes cinema advertising so interesting in the end.
3. criteria and characteristics
Cinema spots in itself, have some special requirements from the cinema halls. However, it also strongly depends on the content of the video, the product, company, customers and their interests as well as budget.
The following criteria are important for the creation of a cinema spot and influence the success of cinema marketing:
- Geography: decide whether you want to run local ads, e.g. only in one region or in specific cities, or plan to broadcast the video nationally. Do you want to reach customers more in the village and small towns or inner cities? Old or rather young people? By specifically selecting the region and where the particular cinema is located, you can cut out the, for you unimportant, regions and screens and thus save a lot of money.
- Budget: As with all measures, the marketing budget is of course one of the decisive factors for the impact of the video. The one-time video production costs are nevertheless the smaller share in a successful cinema campaign.
Most of the budget goes to publishing agencies or directly to theaters for broadcast and depends on the other factors, such as broadcast locations, times, and frequency.
- Broadcasting locations, times & number: On the one hand, it depends on the cinema. There are family cinemas, multicomplex cinemas, cultural cinemas, drive-in cinemas, program cinemas, affordable cinemas. Depending on the cinema, a different target group can be found. Therefore, it is advisable to choose the cinemas that fit their product. In addition, cinemas in the city are much more expensive than those in the countryside.
- Length: The length of the spot is not only a decisive factor for the cost of production, but also for the cost of broadcasting. Therefore, try to keep the information short and compact.
A cinema spot is usually between 20-60 seconds long.
4. the target group “the moviegoer
Of course, there are still classifications among moviegoers that you should consider. Nevertheless, the moviegoer alone has its characteristics:
- The average moviegoer tends to be younger between 14-39 years old
- The moviegoer goes to the cinema relaxed and takes his time. He is thus more open and receptive to new things and information.
- Trendy and curious
- The advertising before the main film is known and accepted and is therefore not perceived as annoying.
- The viewer in the cinema has a significantly higher level of education and consequently also a higher than average income.
5. time frame
When planning a cinema spot, take into account enough time for production and preparation. The cinema spot must be ready and handed over at least 2 weeks before broadcast.
If you do not have a finished concept for your film, plan at least 4 weeks for the production of an animated video. For live-action cinema spots, even more lead time.
If you’re toying with the idea of bringing your company, brand or product to the big screens, but don’t quite know how to get started and what a campaign might cost, get in touch with us.
We advise you from strategy to video production and publishing of your cinema video spot.
