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Media Intelligence : 2009 - 2010
For information on your sector go to www.mediabiznet.com.au 2K digital cinema – to boost advertising returns Peter Skillman CEO, Star Media Platinum THE CINEMA EFFECT EQUATION Brand health measures brand perceptions consideration What are the latest developments with your CinemaLive project? CinemaLive is a venture we started about 12 months ago putting high defi nition digital decoders in cinemas around the country where we’re able to broadcast content live and also on hard-drive delay, treating the cinemas as an extension of a live venue. When an act tours Australia – and they very rarely go to places like Bourke, Broken Hill or Katherine – we are able to send the concert live via satellite into that cinema complex. We’re doing children’s programming (eg The Wiggles), adult, contemporary, rock, pop, ballet, operas – the whole gamut. The feedback has been brilliant: the cinemas love it, the patrons love it and the people who are supplying the content love it because it’s alternative content that’s going out to a market that has never had the opportunity to see it. Of course digital cinema has been rolling out in the last three to four years for pre-show entertainment. How do you see cinema moving forward in the next year or two? It will be staggering. You will be able to send an ad over a secure server straight onto a master server. And it will become part of the digital presentation which is great for the industry on every front. What benefi ts will be delivered to advertisers from digital developments? With the advent of 2K Digital Cinema – being the new projectors that are the fi lm – all content will effectively run off those over time: that will be pre-show as well as TVCs via agencies for cinema. You’ll be able to allocate exactly where you place the ad as you do at a television station. It also means you can move a lot faster: prints traditionally take a fair amount of time whereas with the digital domain you can get them on screen pretty much immediately. It will give retail clients a lot more scope to be able to advertise on screen because they can run a specifi c campaign for a weekend then pull it off then place another one on that’s specifi cally by dates. This will mean advertisers can be far more proactive regarding what they can schedule on a cinema screen. They can also vary the campaign according to different regions and it will be more cost effective. the difference in brand perception and consideration for the two groups below demonstrates the “cinema effect” those aware of brand advertising ON CINEMA those aware of brand advertising on other media NOT INCLUDING CINEMA “the cinema effect” THE CINEMA BRAND PERCEPTIONS – THE CINEMA EFFECT EQUATION In relation to competitor brands, how does advertising in cinema affect the consumer’s perception of the brand? Is setting the trends 43 31 Offers something different to other brands 36 25 11 Is a brand you have a higher opinion of than other brands 35 27 aware of brand advertising, NOT INCLUDING CINEMA (n=15024) the cinema effect % difference 12 advertising in cinema seen to create the image of innovative brands in the minds of consumers brands with cinema presence are seen to deliver on attributes above the competitive offering 8 the big screen lending to the perception of superior, quality brands aware of brand advertising, INCLUDING CINEMA (n=5581) Base: Total sample 14+ Jack Daniel’s asked of respondents 18+ Source: Millward Brown MEDIA Trends + Strategy p54-55_cinema.indd 55 p54-55_cinema.indd 55 56 3/7/09 12:04:48 PM 3/7/09 12:04:48 PM
MT Resource 2010