Two years since its launch, Motivate Val Morgan’s cinema advertising platforms, CinePlan and CineMeasure, have set a new industry benchmark by providing advertisers with an unmatched ability to plan, execute, and evaluate their campaigns.
CinePlan offers flexibility by allowing advertisers to choose ‘predefined packages’ or customize their reach through the ‘by admission’ route, expanding the scope of cinema advertising. Complementing this, CineMeasure delivers detailed post-campaign analysis, seamlessly integrating with CinePlan to provide admission data.
These platforms, with their intuitive design and robust features, have empowered over 350 advertisers and agency planners to manage their cinema campaigns effortlessly by ensuring transparency, both in audience measurement and accountability, across a wide cinema network.
Reflecting on the platform’s success, Avinash Udeshi, COO of Motivate Val Morgan, said, “Cinema advertising has always had the power to create deep audience connections, but our vision was to take it a step further by introducing a data-driven, audience-centric platform that provides the granular data and measurement tools advertisers are accustomed to in digital and other media channels.
With CinePlan and CineMeasure, we’ve built a proprietary system that helps brands craft customized media plans tailored to their unique campaign needs. By combining detailed audience data with targeted advertising options, we’re enabling brands to connect with their audiences more effectively than ever before. The precision, transparency, and insights that these tools provide have transformed cinema into a strategic powerhouse in our clients’ media mix, ensuring that every campaign delivers measurable impact.”
Early success stories highlight this effectiveness. Carrefour’s ‘Friday Sale’ campaign hit its target audience within three weeks, showcasing the platform’s cost efficiency. Similarly, Galaxy Chocolates used the ‘by admission’ strategy, blending on-screen ads with in-cinema sampling to enhance brand presence during Eid, all while staying within budget.
Explore our case studies to discover how CinePlan and CineMeasure have enabled leading brands to achieve their strategic objectives:
CinePlan & CineMeasure – Case Study – Galaxy
CinePlan & CineMeasure – Case Study – Carrefour
CinePlan & CineMeasure – Case Study – Dallah Healthcare Company
CinePlan & CineMeasure – Case Study – One World International School
Building on its latest ‘by city’ audience targeting capabilities, the game-changing bilingual platform plans to keep rolling out new features, including advanced analytics, improved reporting, and deeper audience insights. These enhancements aim to meet advertisers’ growing need for data-driven strategies, ensuring CinePlan and CineMeasure stay ahead in the evolving world of cinema advertising.
As Motivate Val Morgan continues to expand its cinema network and innovate its offerings, CinePlan and CineMeasure stand as a testament to the company’s dedication to providing advertisers with cutting-edge tools to achieve their campaign objectives. The platform not only represents a significant milestone in cinema advertising but also underscores Motivate Val Morgan’s role as a trailblazer in the industry, setting a new benchmark for what’s possible in this medium.
Start your cinema advertising journey here: https://motivatevalmorgan.com/planning-measurement/
Saudi Arabia’s film industry is experiencing significant growth, marking a new era in the Kingdom’s entertainment sector. According to Prince Badr Bin Abdullah, the Minister of Culture, Saudi box office sales reached an impressive 8.5 million tickets in 2024, with revenues exceeding US$112.4 million in the first half of the year alone. This surge in popularity is particularly noteworthy as Saudi movies have risen to prominence, with two of the top three titles in 2024 being local productions.
سوق صناعة السينما مزدهرة، حيث وصلت مبيعات شباك التذاكر السعودي إلى 8.5 مليون تذكرة بإيرادات تجاوزت 421.8 مليون ريال خلال النصف الأول من العام الحالي، وفيلمان سعوديان ضمن أعلى 3 أفلام مبيعاً. #رؤية_السعودية_2030
Saudi box office sales have reached 8.5 million tickets with… https://t.co/joTkWZOAm4
— بدر بن عبدالله بن فرحان آل سعود (@BadrFAlSaud) September 10, 2024
The success of Saudi cinema is part of a broader global trend of box office recovery. August marked a notable surge in the global box office, driven primarily by two major releases featuring real-life couple Ryan Reynolds and Blake Lively: Deadpool & Wolverine and It Ends With Us. The global box office grossed US$3 billion in August, pushing the year-to-date total to approximately US$21.1 billion. This narrowed the gap to the three-year average to -21%, an improvement from the -28% deficit reported at the end of May, despite the ongoing disruptions from the SAG-AFTRA strike in 2023, according to Gower Street’s latest Global Box Office Tracker (GBOT).
For the third month in a row, the global box office exceeded projections. The combined international (excluding China) and domestic markets generated US$2.46 billion in August, making it the second-highest month since the previous August. Although slightly below July’s $2.84 billion (-13%), this figure was still ahead of June’s US$2.4 billion (+2%).
The North American market (Domestic) stood out, surpassing the box office average for the same months in 2017-2019 by 15%. This is the highest level since the beginning of the decade and marks only the third instance where the domestic market has reached or exceeded pre-pandemic levels in any month.
The global theatrical industry enjoyed three consecutive months of increased revenue, bolstered by a more robust calendar of blockbuster releases. This resurgence brought box office performance closer to last year’s summer heights, including the addition of two films, Inside Out 2 and Deadpool & Wolverine, to the top 21 all-time global box office list. Remarkably, seven of the top 21 highest-grossing films globally have been released since December 2021.
While the final four months of the past two years saw a significant drop in releases, this year, globally, promises a fuller schedule with a wider array of attractive titles such as Joker: Folie à Deux, Gladiator II, Mufasa: The Lion King, Kraven the Hunter, Sonic the Hedgehog 3, likely to lift the box office further.
As Saudi Arabia continues to invest in its burgeoning film industry and global cinema recovers from recent challenges, the outlook for the box office remains positive. The diversity of offerings, from local Saudi productions to international blockbusters, is appealing to audiences both in the Kingdom and worldwide, setting the stage for continued growth in the cinema sector.
Source: GowerStreet, X
Eva Cosmetics, in partnership with BellCom Media Platforms and Motivate Val Morgan, recently launched an offscreen activation in Egypt, bringing their products directly to cinema audiences.
The campaign took place over two weekends in September, targeted moviegoers at prominent locations: City Center Almaza (September 7-8) and Mall of Egypt (September 14-15).
Specially dressed ushers, embodying Eva Cosmetics’ diverse product lines, distributed sample packages in the bustling concourses between theater halls.
A total of 1,500 sample packages were handed out at each location with cinema attendee receiving an exclusive package containing a selection of Eva Cosmetics products, including:
This unique cinema activation not only allowed Eva Cosmetics to showcase their diverse range but also created a memorable experience for moviegoers, blending entertainment with beauty discovery.
Interested in reaching your target audience through similar activations? Contact our team at Motivate Val Morgan to discover how we can connect your brand with moviegoers.
It Ends With Us, starring Blake Lively and directed by Justin Baldoni, has also made significant waves in the region’s cinema landscape, marking a cultural moment for female audiences in theaters.
Colleen Hoover’s bestselling novel, It Ends With Us, has not only captivated readers worldwide but has also created a significant cultural moment in the cinema landscape of the region—especially in the UAE and KSA. The Blake Lively-led adaptation has broken box office records, drawing an unprecedented number of female viewers to theaters.
Opening in second place behind the action-packed Deadpool & Wolverine, It Ends With Us has consistently remained in the top five films – in the region – for an impressive 20-day streak. This surge in female viewership is especially notable in markets typically dominated by action blockbusters and family-friendly films.
Achieving a major milestone for its genre in the UAE and KSA, the film has attracted over 540,000 viewers, with a large portion being women, underscoring the growing demand for female-driven narratives in the region. Globally, It Ends With Us has grossed an impressive US$285 million, with the UAE and KSA contributing a combined US$5.6 million in just three weeks.
A key factor in the film’s success has been the vibrant social media buzz, particularly on platforms like TikTok. Colleen Hoover’s dedicated following, primarily among young women, fueled anticipation for the adaptation. This phenomenon follows the success of Barbie and Oppenheimer last year, highlighting the increasing influence of online communities in shaping box office trends, even in diverse markets like the UAE and KSA.
@sarahislamm casual #itendswithus #besties #fyp #crybaby @Salma Ezzat @Zeina Islam ♬ cardigan – Taylor Swift
@z4kiaaa اللي تبا تصيح تروح تشوف الفلم #itendswithus @ميثـا ♬ original sound – zakia
@hotgrlscry atlas energy #girlinher20s #inyour20s #datingadvice #girladvice #itendswithus #itendswithusbook #itendswithusmovie ♬ It Ends With Us is in Theaters August 9 – It Ends With Us
The success of It Ends With Us in the UAE and KSA underscores the unparalleled opportunity that cinema advertising offers brands. Unlike the fragmented digital landscape, cinema presents a captive audience deeply engaged with visual storytelling, providing advertisers with the chance to connect during their most attentive moments. As the film industry continues to deliver compelling content for diverse audiences, cinema advertising bridges the gap between these targeted groups and brands seeking impactful connections. Movies like It Ends With Us illustrate how brands can harness cinema’s power to reach precise demographics—be it female audiences, teens, or families—through a dynamic mix of focused attention, emotional engagement, and precise demographic targeting.
Looking ahead, several highly anticipated films offer brands further chances to engage with their target audiences:
Transformers One – Kids, Teens, Families, and 18+
The Wild Robot – Kids and Families
Gladiator II – Two Generations/ Male Audience
Moana 2 – Kids/Families
Smile 2 – 18+ Male and Female
Kraven the Hunter – 18+ Male and Female
Mufasa: The Lion King – Kids/Families, Male and Female
Sonic The Hedgehog 3 – Kids/Families, Male and Female
Want to learn more? Let’s talk.
Source: MVM CinePlan & CineMeasure, Box Office Mojo, TikTok
Twenty-four years after the Oscar-winning original, ‘Gladiator II’ is set to make its long-awaited debut this November. Paul Mescal stars as a grown-up Lucius, nephew of the fallen Emperor Commodus. The sequel continues the saga of power, intrigue, and vengeance in Ancient Rome, introducing a host of new characters and adding fresh layers to the story.
The film features a blend of familiar faces and new talent. Paul Mescal (known for the TV series ‘Normal People’) takes on the central role of Lucius along with other new joiners Denzel Washington and Pedro Pascal. Returning cast members include Connie Nielsen and Derek Jacobi.
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Yes! Ridley Scott returns to direct ‘Gladiator II’, produced by Scott Free. The film reunites several key members of the original production team, including cinematographer John Mathieson, production designer Arthur Max, and costume designer Janty Yates. Scott himself has called the film “one of the best things I’ve ever made.”
‘Gladiator II’ is poised to become one of 2024’s biggest blockbusters, with expectations high for it to break up to ten box office records, according to Screen Rant. The budget has increased from US$165 million to US$310 million, making it one of the most expensive films ever made.
Scott hints at an epic opening sequence, potentially his grandest action scene yet.
The first official trailer for ‘Gladiator II’ has made a massive impact, garnering 128 million views across social media platforms in just 24 hours. This more than doubles the 75 million views achieved by the “Top Gun: Maverick” trailer, highlighting the immense excitement surrounding the sequel.
The original ‘Gladiator’ set a high bar, earning 12 Academy Award nominations and winning five, including Best Picture. It grossed US$503.1 million against a US$103 million budget. ‘Gladiator II’ is expected to continue this legacy, making a significant impact at the box office and potentially breaking multiple records.
This highly anticipated blockbuster provides a valuable platform for brands to connect with both long-time fans and new movie enthusiasts who appreciate epic storytelling and high-quality cinema. The film is expected to resonate particularly well with affluent male audiences.
Contact us to explore advertising opportunities alongside this monumental release.
Prepare for battle— in cinemas November 14, 2024.
Source: Valmorgan, Entertainment Weekly, Screen Rant, Deadline
Nestlé Middle East, in partnership with Zenith ME and Motivate Val Morgan (MVM), launched a cinema campaign to promote the latest ‘Minion Edition Cereals’ across the UAE and KSA, starting August 8, 2024.
Centered around the popular summer blockbuster Despicable Me 4, the campaign engaged both children and parents visiting the cinema during this back-to-school season, inspiring them to start their day with a nutritious and enjoyable breakfast.
On Screen Campaign – UAE & KSA
The on-screen component featured a 15-sec Nestlé Nesquik commercial – following the movie Despicable Me 4 – at select screens of VOX, Reel, AMC, and Muvi cinemas in both the UAE and KSA.
Off Screen Campaign – UAE
To further enhance the brand engagement in the UAE, Nestlé launched an off screen activation by distributing 10,000 co-branded ‘Nesquik x Minions’ popcorn tubs at select VOX cinemas starting Friday, August 9th, 2024. Each tub included a coupon code offering moviegoers a 15% discount on their next purchase at Carrefour online order.
Enhance your brand’s exposure through a tailored cinema campaign, leveraging on-screen advertising and creative off-screen activations.
Contact us for similar advertising opportunities across our cinema circuit in the GCC, Egypt, and Lebanon.
Cinema advertising has long reigned as a powerful medium for enhancing key brand metrics, due to its ability to reach a deeply engaged audience in an immersive setting. A growing body of research consistently demonstrates its effectiveness in increasing ad awareness, boosting brand perception, and driving consumer action. Recently, two significant studies have reaffirmed the medium’s strength, highlighting its exceptional potential to elevate brand campaigns.
The first study, conducted by Differentology and featured in DCM UK’s Cinema 101, offers compelling evidence of cinema advertising’s impact. The research shows that brands advertised in cinema experienced substantial improvements in key metrics:
The second study, by DVJ Insights in collaboration with Jean Mineur Mediavision, a Dutch cinema advertising operator, shows why movie-goers perceive cinema ads positively. The study further breaks down key metrics addressed in the first study and proves that cinema ads are the best medium for impacting key brand metrics compared to TV, social media, and other mediums:
Brand Recall: Cinema ads foster enjoyment, distinctiveness, and positive associations, leading to superior brand recall.
Brand Impact: Cinema ads achieve top-of-mind recall, driving both unaided and aided brand recall, and enhancing message retention.
Effect on Action: Cinema ads significantly boost purchase intent and encourage consumers to share positive brand experiences.
The combined insights from these studies unequivocally demonstrate that cinema creates a powerful platform for enhancing brand recall, fostering positive brand perception, and stimulating purchase intent.
To learn more about how cinema advertising can enhance key brand metrics and maximize ROI, please reach out to a member of our sales team.
Note: The findings discussed in this article are part of larger, more comprehensive studies conducted and published by the credited agencies. For the full analysis, target audiences, and results of these studies, please visit: Study one Study two
Source: DCM, DVJ insights
Joaquin Phoenix returns to his iconic role as the Joker in Joker: Folie à Deux. The film’s title, French for “madness of two,” describes a shared delusional disorder. This psychological phenomenon serves as the chilling backdrop as we delve deeply into the relationship between the Joker and Harley Quinn, who together will wreak havoc in Gotham City.
Building upon the groundbreaking success of its predecessor, this movie promises to redefine cinematic madness. This DC Comics-inspired masterpiece will plunge audiences into a world of twisted love, psychological terror, and musical mayhem.
Here’s what you need to know about Joker: Folie à Deux.
Lady Gaga joins the cast as Harley Quinn, bringing a fresh and electrifying energy to the iconic character. In a reimagined origin story, Harley Quinn is portrayed not as the traditional psychiatrist-turned-villain but as a fellow patient at Arkham State Hospital. This unique approach promises a fresh perspective on the iconic character, delving deeper into her troubled mind and the twisted dynamics of her relationship with the Joker.
Other returning cast members include Zazie Beetz, who reprises her role as Sophie Dumond, Arthur’s neighbor. The sequel also features new additions like Brendan Gleeson, Catherine Keener, and Jacob Lofland in undisclosed roles, adding to the intrigue surrounding the film’s plot.
Todd Phillips, the visionary director behind the original film, is back to helm this highly anticipated sequel. His signature blend of character-driven narratives and realism promises to elevate Joker: Folie à Deux to new heights of cinematography.
The first trailer for Joker: Folie à Deux was released on July 23, 2024, quickly amassing 24 million views within 24 hours. The trailer offers a glimpse into the film’s dark and captivating world, showcasing the intense chemistry between Phoenix and Gaga. Fans and critics alike have praised the trailer for its haunting visuals and atmospheric score, heightening anticipation for the movie’s release.
The original Joker film, released in 2019, was a monumental success. It grossed over $1 billion worldwide, making it the highest-grossing R-rated film of all time. The film received 11 Academy Award nominations, winning two: Best Actor for Joaquin Phoenix and Best Original Score for Hildur Guðnadóttir. Its success set a high bar for the sequel, which fans hope will capture the same magic.
Joker: Folie à Deux is set to be released on October 3, 2024. The film’s release date marks exactly five years since the original film’s debut, building on the momentum and anticipation generated by the first installment.
As anticipation builds for Joker: Folie à Deux, one of the year’s most highly awaited cinematic events, don’t miss the chance to seize a premier advertising opportunity. Contact us to advertise alongside this most anticipated upcoming blockbuster.
Sources: Val Morgan, Entertainment weekly, The Hollywood Reporter, Screen Rant.
Deadpool & Wolverine: the unmissable cultural moment of the year attracts over 500,000 fans to cinemas across the region
Cultural moments refer to events happening instantaneously around the world that catch the public’s attention through media content. Last year’s standout was Barbenheimer. This year, the excitement began with Inside Out 2, which has already grossed over US$1.56B worldwide. Now, the release of Deadpool & Wolverine marks yet another significant cultural moment.
Premiered on July 25, 2024, the third part of the Deadpool franchise has ignited the box office with a phenomenal global opening of US$438.3M. After just two weeks, the film has grossed over US$824M. This Marvel blockbuster has broken multiple records, including the 12th biggest opening ever and the second highest global opening, trailing only Avatar: The Way of Water and surpassing Barbie.
This success follows a streak of blockbusters outperforming initial predictions at the summer box office, kicked off by The Bad Boys: Ride or Die and continued by Inside Out 2, Despicable Me 4, Twisters, and more.
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In the region, Deadpool & Wolverine dominated the box office across all operators represented by Motivate Val Morgan, achieving more than double the admissions of a typical weekend. The movie clocked in over 500k admissions at cinemas represented by MVM, with 226k admissions coming from the UAE.
Adding this success to the other top summer blockbusters in the region such as The Bad Boys: Ride or Die, Welad Rizk 3 (Arabic), and Inside Out 2, total admissions stand at over 3 million across the MVM circuit – just in a span of seven weeks. This cinematic streak provides advertisers with a unique opportunity to reach a young at heart, affluent audience in an environment of maximum active attention.
Brands such as BMW, Homecentre, Careem, Opel, Yas Island, Jeddah Season, ROVE Hotel, Hertfordshire University, and Splash were among the notable sponsors for the only Marvel movie of the year. They joined major regular advertisers such as American Hospital, Qatar Tourism, and Tilal Al Gaf, all of whom reaped significant benefits from this cultural moment of the year.
Check out the full list of ads booked to follow or coincide with Deadpool & Wolverine here.
Deadpool & Wolverine caps the extraordinary second half of cinema in 2024, in line with the trend of H2 performing well every year with major tent-pole releases. This year will be no different. Hollywood movies such as Joker: Folie à Deux, Moana 2, Wicked, Gladiator 2, and The Lion King: Mufasa, Asian movies like Singham Again (Hindi), Bhool Bhulaiyaa 3 (Hindi), Vettaiyan (Tamil), Greatest of All Time (Tamil), Bougainvillea (Malayalam), and Pushpa 2: The Rule (Multilingual), are also set to be the cultural moments for cinema in the months ahead.
The Warrens return for the final time in the fourth installment, titled ‘The Conjuring: Last Rites,’ set to hit cinemas next year
2025 is shaping up to be a blockbuster year! We’ve already got a Superman reboot, a Mission: Impossible flick, and Captain America’s next Marvel mission. Plus, Brad Pitt’s hitting the gas in an F1 movie produced by Lewis Hamilton, and there’s a Jurassic World sequel stomping its way to theaters.
But wait, it’s not all franchise flicks—there are some exciting originals too! From the twisted mind of Parasite director Bong Joon-ho comes Mickey 17 starring Robert Pattinson, and David Ayer reunites Jason Statham and Sylvester Stallone (with Stallone on the script, this could get wild). Guy Ritchie’s got a new flick with Jake Gyllenhaal and Henry Cavill, and the horror hounds aren’t left out – a new Conjuring movie chills theaters in September 2025.
Speaking of chills, 2025’s horror calendar is stacked. M3gan is back for a killer sequel, there’s a follow-up to the post-apocalyptic nightmare of 28 Days Later, Saw’s slicing its way to an eleventh installment, and Christian Bale takes on the role of Frankenstein’s monster in a Maggie Gyllenhaal-directed flick. Buckle up, because there’s even a “bloody” Final Destination movie on the horizon, and now Warner Bros has announced that the fourth installment in the Conjuring franchise will hit the theaters in 2025.
Here’s the bittersweet part for Conjuring fans: this will be the final chapter for Ed and Lorraine Warren. But fear not—the wider Conjuring universe, with its spin-offs, will likely keep the scares coming. So, grab your popcorn (or maybe a barf bag), because 2025 is shaping up—also—to be a year of epic thrills and bone-chilling chills. Here’s what we know (including rumors!) about The Conjuring 4.
The Conjuring: Last Rites will be released in cinemas on September 5, 2025, barring any production delays. According to The Hollywood Reporter in February 2024, the movie was set to start filming this summer in Atlanta, but we’ve no word since whether that is still the plan. Now that it’s got a release date, we’d assume that filming will start soon in order to hit that September release date. However, Warner Bros has yet to confirm when production will get underway.
James Wan laid the foundation for the franchise, directing its first two installments before handing over the reins to Michael Chaves for The Conjuring 3: The Devil Made Me Do It and The Nun II. According to reports from THR and IMDb, Chaves is set to return as director for the climactic chapter featuring Ed and Lorraine Warren.
Though not yet officially confirmed, according to IMDb, Patrick Wilson and Vera Farmiga are expected to reprise their iconic roles as Ed and Lorraine Warren in the upcoming installment. After all, it wouldn’t be a Conjuring film without them!
Predicting other returning characters is trickier, especially given the limited crossover in the third film from the broader Conjuring universe.
Similar to its predecessors, the fourth installment will delve into a fresh paranormal case, promising a predominantly new cast alongside (some of) the familiar leads.
P.S. For those eager to catch the Warrens before The Conjuring 4, keep an eye out during The Nun 2’s credit scene for a tantalizing glimpse of what’s to come.
While the plot details remain under wraps, here are some possibilities (rumors):
Following the events of the third film concluding in November 1981 with Arne Johnson’s trial, The Conjuring 4 is poised to explore events post that timeline.
The Warrens’ extensive real-life case files offer tantalizing prospects, potentially revisiting haunted locales. In 1986, the Warrens investigated a double helping of haunted houses with the Snedeker house and the Smurl Haunting. The former has already loosely inspired the movie The Haunting in Connecticut, and both revolved around houses supposedly infested by demons – back to haunted house formula after the third part steered away from it?
If they are to avoid that trope, there’s a case that’s yet to be covered from the Warrens’ case files that holds a lot of promise: the legend of the White Lady at the Union Cemetery in Easton, Connecticut.
While the Warrens didn’t directly investigate the phenomenon, they have claimed to have a video of the White Lady in action and have written a book about it.
It’s said that the spirit appears in a delicate white nightgown or wedding dress and moves through the cemetery, with reports that drivers have even seen her outside of the cemetery, causing them to swerve.
The Conjuring 4 has yet to start filming so we’ll be waiting a while for footage. Maybe we’ll get a spooky surprise this Halloween, since filming does start this summer.
Sources: The Hollywood Reporter, Digital Spy
