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Media Intelligence : 2008 Intelligence
cinema Cinema – Providing the X factor Audience growth combined with accountabilitymeans cinemamakes sense, says PaulButler, Marketing Director, Val Morgan Cinema Network. can get things to screen very quickly, it off ers lots of fl exibility, and I think that the speed to market will certainly be a huge advantage to advertisers. What role does Cinemarketing play? It forms part of the cinema booking and it has grown phenomenally for us in the past few years. I guess one of the advantages is that you have that highly engaged captive audience but it also gives you the opportunity to put your product in the hands of moviegoers. We see it as a complement to the on-screen advertising which makes the experience a bit stronger. When is the rollout to digital cinema happening and how will this affect things from a marketing perspective? The roll out to digital is probably one of the most exciting innovations for the future of cinema advertising, but it is still a little bit early to put a firm timeline on it. What is likely is that the rollout for advertisers will be ahead of the cinematic launch because it is quite a big process to get the whole film industry to move over to a digital environment. Luckily the transition for an advertiser is a lot simpler. From an advertisers point of view, it is an incredibly exciting future for cinema, and it eff ectively becomes another broadcast medium. You 72 MEDIA Trends + Strategy In terms of research, what are agencies asking you to provide now? Research is a very important part of our offering and has certainly grown in scale over the last few years. About four or fi ve years ago, we started providing actual audited numbers back to advertisers when they are booking a campaign, so from that point of view, cinema is incredibly accountable in terms of the actual number of people that would have seen the ad. We haveworked with Millward Brown to understand what it is about cinema that really creates that special feeling when you see a cinema ad and what we have seen consistently across a wide range of commercials is that when people associate a brand with cinema, they have much more positive views towards that brand. It is a very good example of the gloss and glamour of the medium rubbing off onto the brand. Research is very important for us, and we are working very closely with advertisers, commissioning specifi c research for their campaign or including them in a broader tracking program to show how cinema contributes and cements its own position on the media schedule. One thing we have done is towork with Roy Morgan to include cinema in their reach and frequency modelling in their Media Planner applications. The feedback we have had on that has been great because until now, people have always had to treat the reach and frequency of their cinema campaign in isolation to the other parts of the campaign. Now they can see how cinema can really complement an ad and really reach some of those lighter viewers.