As the official representatives of the Cannes Lions International Festival of Creativity in the UAE, Motivate Media Group and Motivate Val Morgan recently concluded the distribution of Lions won by UAE at this year’s Cannes Lions International Festival of Creativity.
This year witnessed UAE bring home 7 Lions – the region’s first Grand Prix and six Bronze Lions, all of which were won by Impact BBDO Dubai.
Of the 1,252 entries from 62 countries competing in the Print & Publishing Lions category (Communication Track) where 32 Lions were awarded – 1 Grand Prix, 6 Gold, 7 Silver and 18 Bronze Lions, Impact BBDO Dubai snatched the Grand Prix for ‘The Blank Edition’, which saw the agency work with leading Arabic-language daily newspaper An-Nahar to print an entirely blank edition – calling on Lebanese citizens to use the space to send a message to the stalled government.
Ian Fairservice – Managing Partner and Group Editor in Chief at Motivate Media Group, and Avinash Udeshi – Chief Operating Officer at Motivate Val Morgan, paid Dani Richa – Chairman & CEO of BBDO Middle East, Africa & Pakistan, and his team a visit on Wednesday 9th October 2019 to hand over the Lions won by their agency at this year’s Cannes Lions Festival which concluded in June 2019.
We at Motivate Media Group and Motivate Val Morgan warmly congratulate Impact BBDO Dubai and look forward to UAE winning many more Lions at next year’s Cannes Lions International Festival of Creativity.
Related Article:
Impact BBDO Dubai Wins Seven Lions at Cannes Lions 2019
Motivate Val Morgan – in partnership with Muvi Cinemas, hosted a Private Screening of Gemini Man for our distinguished clients and advertisers in Jeddah (Saudi Arabia) at Muvi Cinemas – Mall of Arabia on Monday 14th October, 2019.
With an attendance of over 240 invitees – a mix of agency and direct clients (and their family members), the Private Screening, below are some images from the event:
In addition to the movie screening, our invitees experienced a guided tour of the brand new cinema complex operated by Muvi Cinemas at Mall of Arabia.
We would like to take this opportunity to thank Muvi Cinemas for helping us organize and execute this screening – making it a memorable one!
Finally, a big thank you out to our invitees who attended. We hope you enjoyed the screening!
Stay tuned for more updates on future Private Screenings by Motivate Val Morgan.
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BOO to you from our CREW!
Halloween will soon be upon us, and while this day is celebrated around the world with costume parties and trick-or-treating, it is also a day that has long inspired some of the scariest films over the years.
Whether you’re in the mood for a good scare or prefer to celebrate the day with a bit of humor, there’s a Halloween movie for every taste.
New movie releases over the weekend of Halloween include:
Terminator: Dark Fate
Director – Tim Miller
Starring – Mackenzie Davis, Linda Hamilton, and Arnold Schwarzenegger
The Addams Family
Directors – Greg Tiernan and Conrad Vernon
Voiced by -Oscar Isac, charlize Theron and Chloë Grace Moretz
In addition to the above, there are also older movie releases you can watch in the comfort of your home to get into the spirit of Halloween. From childhood classics, psychological thrillers and cult favorites, we guarantee you’ll find something to ‘tickle your fancy’ from our list of 30 spooky movies to watch this Halloween:
Hocus Pocus (1993)
Halloween movies need not be dark, bloody, and nightmare-inducing. For many, the Halloween season doesn’t begin until they’ve viewed this classic starring Kathy Najimy, Bette Midler, and Sarah Jessica Parker.
Beetlejuice (1988)
Raise your hand if you’ve ever worn a Beetlejuice-inspired costume for Halloween or, more important, dressed up as Winona Ryder’s Lydia (aka the goth girl) from the movie. The movie also stars Alec Baldwin, Geena Davis and Michael Keaton.
Hereditary (2018)
Who agrees that Toni Collette should have been nominated for all the awards for this Ari Aster movie? And how about that terrifying lucking sound her daughter makes in the movie… creepy!
Edward Scissorhands (1990)
Tim Burton’s unlikely love story is just eerie enough to include in your Halloween must watch line-up. The movie stars Johnny Depp and Winona Ryder.
Halloween (1978)
For those who get a thrill from horror movies, John Carpenter’s Halloween is a must watch. Get ready to witness for the first time, or all over again, murderer Michael Myers escapes a psychiatric hospital on the night before Halloween then returns to his hometown of Haddonfield, Illinois to terrorize scream queen Jamie Lee Curtis. Jamie Lee Curtis reprised her role as Laurie Strode in the 2018 continuation of the time-tested franchise.
Practical Magic (1998)
Looking for enjoyable escapism? Sandra Bullock and Nicole Kidman play supernatural sisters earnestly attempting to end a family curse that keeps them from finding true love.
The Nun (2018)
The trailers alone were terrifying enough! The movie – about a mysterious Romanian abbey, is sure to give you full-blown nightmares.
Trick ‘r Treat (2007)
Not your average scary movie, Trick ‘r Treat follows five interwoven stories over the course of one fateful Halloween.
Get Out (2017)
Fans were captivated by this horror/thriller by Jordan Peel – starring Allison Williams and Daniel Kaluuya. The twists and turns will keep you guessing until the very end.
Zombieland (2009)
The world has gone all zombie… with only a few humans left to fight them off – which Woody Harrelson has no problems doing! The sequel Zombieland: Double Tap released in cinemas on 17 October 2019. Might as well watch them both this Halloween!
The Sixth Sense (1999)
“I see dead people” is one of the most famous movie quotes in history, and it all started in The Sixth Sense, starring Bruce Willis and Haley Joel Osment. This is a definite must watch/re-watch this Halloween.
The Ring (2002)
The good thing about watching this movie in 2019 is that videotapes pretty much don’t exist anymore. The bad thing is that the movie is still rather. We bet you’ll think twice about answering any phone calls while watching the movie. The film also has a sequel – The Ring 2, which released in 2005. Think you can handle watching both movies back-to-back?
A Girl Walks Home Alone at Night (2014)
This underrated vampire Western from director Ana Lily Amirpour is a satisfying black-and-white film for anyone who loves cats, hates men who disrespects women, and has an ear for good music.
The Conjuring (2013)
This horror film by director James Wan provides typical haunting tricks that seems fresh and terrifying once again, and guaranteed to haunt you long after you turn the lights back on. Also check out its sequel – The Conjuring 2, which released in 2016.
Saw (2004)
Watching a serial killer torture strangers for almost 2 hours is another way to get into the Halloween spirit… right? A fan of such? Then do watch its sequel from 2005 – Saw II.
Scream (1996)
You can’t let Halloween pass by without watching this one and its sequels: Screen 2 (1997), Scream 3 (2000) and Scream 4 (2011).
The Others (2001)
It’s hard to look away from Nicole Kidman’s powerhouse performance as Grace, a loving and religious mother who tries to protect her children from a photosensitivity disease that keeps them indoors.
A Nightmare on Elm Street (1984)
The original Freddy Krueger film still gives a fright – decades later. If you really want a serious spook, have a marathon with all the sequels, including the 2010 remake.
A Quiet Place (2018)
In this gripping and clever monster movie, John Krasinski and Emily Blunt put their marriage to the test by starring side by side in this super-scary release where an entire family must live in silence.
Us (2019)
Jordan Peele’s most recent thriller stars Lupita Nyong’o, Winston Duke, and Elisabeth Moss.
The Witches (1990)
This tale of a young boy who stumbles upon a gaggle of witches is still so popular that it’s getting a remake in 2020 which will star Anne Hathaway and Octavia Spencer.
IT (2017)
Whether you opt for the 1990 original or this movie, you’ll likely need to sleep with the lights on after a viewing of this terrorizing tale. And if this movie leaves you wanting more… the sequel – IT Chapter 2, hit cinemas in September and should probably be still screening at select cinemas across the region.
Family Halloween Flicks:
Coraline (2009)
Based on the popular book, Coraline follows a young girl who accidentally finds herself in an eerie version of her own world.
Goosebumps (2015)
Jack Black stars in the thrilling live-action version of R.L. Stine’s popular books. Kids and adults will love seeing their favorite Goosebumps monsters terrorize and trick a charming small town. Yikes! And while you are at it, also watch its 2018 sequel Goosebumps 2: Haunted Halloween.
Scooby -Doo (2002)
Who said Halloween movies can’t be light, fun and mysterious? Scooby-Doo – starring Sarah Michelle Gellar, Freddie Prinze Jr, Linda Cardellini and Matthew Lillard combines comedy, a few thrills.
Ghostbusters (1984)
This legendary movie features three kooky college professors who lose their university jobs. Naturally, they opt for careers in the ghost-busting business, and they team up to de-haunt houses and save people from the supernatural. We dare you to watch this classic without singing “who ya gonna call!” The 2016 Ghostbusters stars an all-female cast which includes Melissa McCarthy, Kristen Wig and Kate McKinnon – down right hilarious! Summer 2020 will also witness the release of yet another Ghostbusters movie… we can’t wait!
The Adams Family (1991)
Did anyone else wish they were part of the Addams family after watching this classic? Talk about one freakishly cool family!
Hotel Transylvania (2012)
Monsters need vacations too, which is this premise behind this animated feature starring the voices of Adam Sandler as Count Dracula and Selena Gomez as his daughter, Mavis. While you are at it, also watch its sequels: Hotel Transylvania 2 and Hotel Transylvania 3: Summer Vacation.
Monster House (2006)
The scariest house on the street has a mind of its own in this spirited adventure story.
The Haunted Mansion (2003)
Eddie Murphy and his family take on the spooky residents of a neglected mansion in this Disney favorite that’s suitable for the whole family.
We ‘witch’ you a Happy Halloween!
Sources: Cosmopolitan, Country Living and Glamour
Cinema is appealing to a more diverse group of consumers than ever before, making it an attractive platform for many brands to utilize. In order to ensure brands reach and engage their target audience effectively with their cinema promotion, there are certain consumer trends to be kept in mind, considering their potential impact on the outcome of a campaign.
The following article was published on LinkedIn by Casey Story – Organization Development Professional | Learning & Development Specialist | Sales Trainer & Coach
Kurt Wagner from Recode Media wrote an article stating that, “2019 will mark the first-time digital ad spend in the US outpaces TV and print combined.” Marketers will attest to this trend as there is a noticeable change in expectations among clients. Media planning conversations use to focus mostly around aspects including: Audience, engagement, reach, recall, like-ability, however the stakes have been shifting since 2008. Which most will remember as the year we all started walking around with cash registers in our pockets (personal smartphones).
Shifting of expectations from brands are steering agencies and media sales professionals to steer towards a ‘Positive Business Outcome’ approach to their media strategy. These teams are now focused on identifying the right consumers, reaching them in the right environment, engaging with them at the right time, and on the right devices to achieve and prove delivery of the KPI’s set forth by their clients.
While digital advertising allows brands to achieve several of these key components in the new outcome-based approach to planning, there are several considerations including: identifying the right consumers, reaching them in the right environment and engaging with them at the right time, that must still be supported by other channels in the traditional media space.
The following are three US consumer trends in 2019/2020 that make cinema advertising a more viable channel than ever to support brand goals:
Subscription Movie Going is Still Alive
Similar to blockbuster, taxi services and the music industry, the movie going industry did not feel a major disruption of their consumer’s expectations for a long period of time. The model was straightforward: negotiate with studios to fill theaters and auditoriums with blockbuster hits, sell tickets and concessions, invest in capital improvements that enhance the overall experience if/when needed. The main purpose was that the content on screen should be enough to encourage consumers to spend $10-20 dollars per ticket to see the films. Here’s where MoviePass makes its entrance.
The long-term arithmetic reflected in MoviePass’ model made it clear that without improved compensation from the circuits, the company was working on both borrowed time and money. As we know, the negotiation never happened, and MoviePass has been written down by its holding company.
The low-cost subscription model that MoviePass introduced however dramatically changed the consumer expectation regarding the cost of going to the movies. For the first time in years the exhibitors (Cinemark, Regal, AMC) have had to adjust their pricing strategy and are introducing subscription plans of their own. These actions have been well received by consumers. AMC recently announced that since launching their Stubbs A-List program (a $19.95 monthly subscription) in June of 2018, they have enrolled over 700,000 members.
This trend is important for advertisers considering cinema campaigns, because the data shows that when consumers have access to lower priced movie tickets, they see more movies. In the same article published in Variety, AMC noted that Stubbs A-List members had accounted for over 14 million movie ticket sales in the same amount of time.
Cinemark, Regal, and regional affiliates throughout the US are all working to finalize or develop their own subscription-based models to adapt to this shift in consumer expectation. What this means for advertisers is that passionate movie goers, those same consumers that drive 73% of spending in the US will be coming out in record numbers to their local movie theaters throughout 2019 because for the first time in years, they have a more affordable way of doing so.
Hollywood’s Franchise Era
The question, “When will Hollywood introduce us to new stories?” often rings in the minds of movie-goers alike. Ben Fritz’s book The Big Picture – The Fight for the Future of Movies answers this and discusses Hollywood’s shift towards the ‘franchise movie model’.
The reality is most consumers want two things when they choose to go to the movies:
Consumers may argue that they would prefer more adult dramas, romantic comedies, horror films, etc. However, the facts (historical ticket sales), reveal otherwise.
Looking at 2019’s slate of films, it is safe to say that we are in the heart of the Hollywood franchise era. The opportunities to experience something larger than life and culturally relevant are already driving record box office sales.
Captain Marvel (2019) made a total of $1,126,129,839 at the Worldwide Box Office. While remakes of popular Disney classics have been making cinema rounds. Classics such as: Dumbo made a total of $347,866,307 since its release in March 2019. Cinema-goers have also witnessed a rise in live-action remakes of popular Disney films this year, with movies such as The Lion King which made a whooping $1,638,761,919 at the box-office (to date). Whereas, the live-action version Aladdin’s live action version made a total of $1,037,017,346 since its release in May 2019.
From the Marvel Universe, the concluding film of the franchise- Avengers: End Game broke records at the box-office banking a total of$2,795,473,000 and continued to run in cinemas for 20 weeks across cinemas in the US.
The last quarter of the year holds great promise for the box office with mega sequels such as Frozen II, Jumanji: The Next Level and the concluding film of the Star Wars series: Star Wars: The Rise of Skywalker soon to release across cinemas worldwide.
Advertisers considering cinema campaigns should look closely at the historical success of the franchise model in domestic ticket sales. In the last four years, the highest grossing movies yearly in the US have come from within a franchise. This trend appears to continue throughout 2019. With the increased occurrence that moviegoers will be visiting theaters due to: Lower priced subscription service tickets and quality of content, advertisers have a unique opportunity to extend their reach among this audience year round.
Content Marketing: A Driving Force for Customer Connections
As digital spending eclipses traditional media spend this year, the digital marketplace has certainly become increasingly noisy. When adopting a positive business outcome marketing strategy, the goal is less about a brand’s ability to yell louder and more often than their competition. The goal, hence must shift, and brands must identify innovative ways to engage with their audience in an authentic manner, a trend that is leading the shift toward content marketing.
There are generally two approaches to developing a content marketing strategy:
When a brand has done well adopting either strategy, they pull their audience to their message instead of simply pushing more content into an already crowded marketplace. The impressions delivered from a content marketing strategy are much more valuable because customers actively seek out the content and actively share the message to other, like-minded, potential consumers.
Cinema is one of the last channels available for brands to tell an authentic story, at scale, in an environment with no ad skipping devices, and in front of consumers looking to be entertained.
Content marketing pieces delivered in this environment cut through the noise. Campaigns resonate with consumers, and the transparency of the cinema platform provides piece of mind for brands seeking to reclaim bot served impressions and eliminate wastage of advertising resources.
Are these trends similar in the Middle East?
Movie Ticket Offers
Leading cinema chains in the Middle East have tied up with mobile network providers (Example – du and Etisalat in UAE), offering cinemagoers to buy one movie ticket and get the other free. Similarly, numerous banks also provide customers a range of Debit and Credit card offers to availing movie-ticket and/or a free upgrade on the size of popcorn and beverages at the candy counter. Certain bank cards also offer moviegoers a buy 1 get one get one free movie ticket deal.
Such offers affirm the fact that when consumers have access to lower priced movie tickets, the frequency of cinema visits increase.
Love for Franchise Films
The craze among movie-goers for popular franchise films isn’t limited to the United States alone. Cinema statistics in the Middle East reveal the love and commitment among movie-goers in the region.
Following are statistics of UAE admissions for MEGA blockbuster franchise films:
Captain Marvel (2019)
Ran for 12 weeks and did over 425K admissions
Dumbo (2019)
Ran for 12 weeks and did over 180K admissions
The Lion King (2019)
Did over 697K admissions in the first 8 weeks since release
*The movie is still screening across select cinemas in the UAE
Avengers: End Game (2019)
Ran for 15 weeks and did over 848K admissions
Cinema Experiences like Never Before
A number of cinema chains in the Middle East offer unique cinema experiences – thus catering to the increasing demand by cinemagoers to watch movies like never-seen before. Audiences can now enjoy the latest blockbusters on mega screens such as IMAX, MAX, Dolby Cinema, nibble on gourmet delights at Dine-in Cinemas or opt for a luxury experience such as Gold by Rhodes, Theatre by Rhodes and Platinum Suites, while lounging in a comfy reclining seats, or dive into action on with 4DX and ScreenX.
VOX Cinemas recently launched a concept of ‘Distraction- Free Cinema’ to ensure cinemagoers immerse themselves entirely in the cinematic experience by tuning out all the distractions from theatres which include: no use of mobile phones or smartwatches, no late arrivals and no guests under the age of 18. Ninja-like staff are on surveillance inside the cinema throughout the screening.
In summary….
As price discovery, consumer targeting capabilities continue to improve the effectiveness of a brand’s digital execution, it’s important for marketers to identify the channels that allow them to reach a brand’s right consumer, in the right environment, at the right time, with a creative and authentic message.
Based on the forecast of movies, the trends in consumer behavior, and a shift in how brands are building relationships with their audience, there has never been a better time to double down in the cinema space.
Source: LinkedIn, Vox.com, AdAge, The Numbers, MVM Statistics
The Terminator first said “I’ll be back” in 1984, and he was right, several times over!
Arnold Schwarzenegger, Linda Hamilton, and franchise co-creator James Cameron will return in Terminator: Dark Fate (a direct sequel to their Terminator 2: Judgment Day), releasing across cinemas in the Middle East on 31st October, 2019.
Watch the trailer of Terminator: Dark Fate:
And now here’s everything we know about Terminator: Dark Fate ….
Plot:
According to Paramount Pictures and 20th Century Fox – 27 years after the events of Terminator 2: Judgment Day, a new, modified liquid metal Terminator (Gabriel Luna) is sent from the future by Skynet in order to terminate Dani Ramos (Natalia Reyes), a hybrid cyborg human (Mackenzie Davis), and her friends. Sarah Connor comes to their aid, as well as the original Terminator, for a fight for the future.
James Cameron – who directed the first two films and produced this one, told The Hollywood Reporter that Terminator: Dark Fate is meant to continue the story from Terminator 1 and Terminator 2.
“And we’re pretending the other films were a bad dream. Or an alternate timeline, which is permissible in our multi-verse. This was really driven more by [director Tim Miller] than anybody, surprisingly, because I came in pretty agnostic about where we took it. The only thing I insisted on was that we somehow revamp it and reinvent it for the 21st century,” said Cameron
Rating:
Terminator: Dark Fate doesn’t have an official rating from the MPAA. However, James Cameron has confirmed that the movie will be Rated R (Restricted).
“I think, tonally, what makes this a direct sequel to T1 and T2 is as much about the tone as it is about the narrative: It’s R rated, it’s grim, it’s gritty, it’s fast, it’s intense, it’s very linear. The whole story takes place in 36 hours. It’s not this kind of grandiose, complex story. It’s just very focused on the characters, it’s very now, it’s very present and it’s just a fast white-knuckle ride,” said James Cameron.
As of now, the rating in the UAE stands at 18+ – subject to change close upon the date of release.
Director:
Tim Miller had a previous career in Visual Effects. His work has been seen in movies such as Thor: The Dark World and David Fincher’s The Girl with the Dragon Tattoo.
Miller made his directorial debut with Deadpool, and had the odds stacked against him. Miller made the project on a modest budget by superhero movie standards, and utilized a character that wasn’t a household name. But all that changed with the first movie, which proved an R-rated superhero blockbuster could make a ton of money at the box office.
Terminator: Dark Fate will be Miller’s second huge feature. On the choice to pivot to such a beloved franchise, Miller states: I think you’d get the same answer from pretty much any nerd you’d ask, which is these movies, because they were the seminal sci-fi movies of the decade when they came out, they had a big influence on a lot of people, especially at my age. Star Wars and Terminator were the two biggest franchises that made me want to get into this. The idea that I could continue this story is unbelievable to me.”
The pressure is certainly on for Miller to deliver on his sophomore run as a director, especially given how much moviegoers love James Cameron’s set of Terminator movies.
Cast:
Sarah Connor – The now 62-year old Linda Hamilton returns as Sarah Connor! She appeared in The Terminator (1984) as the future mother of John Connor (played by Eddie Furlong in Terminator 2), eventual leader of the Resistance in the war against Skynet. But she’s so much more than that. Having started out as a damsel in distress in the 1984 film, she returned in 1991’s classic Terminator 2 as a transformed muscled machine – becoming an action hero icon.
T-800 – 71-year old Arnold Schwarzenegger will return to his T-800 role for this film. Terminator: Dark Fate will see T-800 – who now seems to live in the woods, brought back to help our heroes with their latest mission.
Grace – Mackenzie Davis has another new leading role for the Terminator franchise. The first photo from Terminator: Dark Fate showed markings on Grace’s body. She’s expected to be a ‘soldier-assassin’ – human with cybernetic alterations to better fight terminators. Fans will know Mackenzie Davis from films Blade Runner 2049 and The Martian.
Dani Ramos – Colombian actress Natalia Reyes will play Dani Ramos – one of the new leading roles, a young woman targeted for termination by Rev 9 (a high-tech Terminator similar to the T-1000). There’s speculation that Dani may anchor the Terminator franchise from here, if they do end up making more films. This appears to be Natalia Reyes’ first American role – quite a debut!
Terminator – Actor Gabriel Luna (who played Robbie Reyes/Ghost Rider on ABC’s Marvel’s Agents of S.H.I.E.L.D) will play the villainous Terminator Rev 9 in this film. One of the key things we know about this Terminator is that he has liquid metal capabilities and can duplicate himself.
Might there be a Terminator 7?
The Terminator franchise has nothing official on the books other than Terminator: Dark Fate. However, it has always managed to make a comeback.
There are fans who believe this next film – Terminator: Dark Fate, needs to end the franchise, however, box office will most likely be the deciding factor as to whether there will be a Terminator 7. We’ll just have to wait and see!
Here are some statistics for previous films in the Terminator franchise:
Terminator: Genisys (2015)
Worldwide Box Office – $432,150,894|
UAE – Ran for 8 weeks and did over 235K admissions
Terminator: Salvation (2009)
Worldwide Box Office – $365,491,792
Terminator 3: Rise of The Machines (2003)
Worldwide Box Office – $433,058,296
Terminator 2: Judgement Day (1991)
Worldwide Box Office – $515,419,827
The Terminator (1984)
Worldwide Box Office – $78,019,031
Boxoffice Pro is projecting Terminator: Dark Fate to make between $35-45 Million in its US opening, which would be a great comeback for the Terminator film series since it’s last release in 2015.
Don’t miss out on advertising alongside the latest film from the iconic Terminator franchise. Contact us for cinema advertising opportunities.
Sources: CinemaBlend, Fandom, Digital Trends, The Numbers, The Verge, Collider, IMDb and MVM Analysis
The UN World Food Programme partners with SAWA for yet another global cinema campaign to keep the voice of millions of children alive.
Motivate Val Morgan has joined the next phase of “Feed our Future”, a global cinema campaign that shines light on the United Nations World Food Programme’s (WFP) life-saving work on the frontlines of world hunger.
The ad started screening on Thursday 26th September 2019 across 19 Motivate Val Morgan serviced VOX Cinemas locations in UAE, Qatar and Bahrain, and will run for a period of 8 weeks.
UAE:
Marina Mall (Abu Dhabi), Yas Mall (Abu Dhabi), Nation Towers (Abu Dhabi), Abu Dhabi Mall, Al Jimi Mall, City Centre Ajman, City Centre Sharjah, City Centre Fujairah, Al Hamra Mall (Ras Al Khaimah), City Centre Deira, City Centre Mirdif, Mall of the Emirates, Mercato Mall, Burjuman, Cineplex Grand Hyatt, City Centre Shindagha and Aloft City Centre Deira
Qatar:
Doha Festival City
Bahrain:
The Avenues
Motivate Val Morgan supports the “Feed our Future” cinema campaign as part of a unique partnership between SAWA – Global Cinema Advertising Association, and WFP – leading humanitarian agency fighting hunger worldwide.
The new campaign aims to build on last year’s results that helped to double awareness of WFP among those who saw the ad and raised more than half a million dollars through online giving or through a 38% increase in downloads of the agency’s Share the Meal donation App, globally.
“We have every reason to believe that this year, the Feed our Future campaign is going to take us even further in terms of raising WFP brand visibility and engaging a wider audience in the fight against global hunger,” said Corinne Woods, Chief Marketing Officer at WFP. “We think that this year’s campaign is even more emotionally engaging and we expect more people will respond to our call. In a world full of noise, cinema has proven incredibly effective for us at cutting through to not only establish our brand, but also to convert cinema goers into active supporters and donors.”
“The Cinema Medium makes the most of its space, creative and audience to deliver gripping content, showing consumers advertising at its very best,” said Cheryl Wannell, CEO of SAWA. “In 2020 the Cinema Medium is predicted to become the fastest-growing ad medium ahead of the internet. For brands like the World Food Programme who want to reach the hearts and minds of millennials, the immersive experience that Cinema gives is the most powerful of all storytelling mediums.”
The creative force behind the new advertisement is Sir John Hegarty, of The Garage SOHO, who has delivered a product designed to appeal directly to cinema audiences. The advert highlights the potential lost to the world when children’s voices are silenced due to hunger. The poignant narrative of the ad sees a group of Syrian refugee children who were selected from the local community playing in rubble and gazing out of bombed-out buildings in an apparent war zone. Softly, a small chorus of voices begins singing “How Can I Tell You” by Yusuf Islam/Cat Stevens. As the short film progresses, one by one these children disappear until only one voice remains — an unnerving conclusion that mirrors the harsh realities faced by the 3 million children around the world who lose their lives to hunger or malnutrition.
“Cinema is still the most amazing medium for any creative person to work in. A place for you to tell your story on the ‘mother of all screens’. It’s not surprising that it’s so important and continues to capture the public’s imagination”, said Sir John Hegarty.
For more information about the “Feed Our Future” cinema campaign, and to learn how to get involved in creating a world with Zero Hunger, please visit: www.wfp.org.
Source: SAWA
Related Articles:
SAWA | Feed Our Future | Global Cinema Ad
Serving effective ads which simultaneously enhance viewer experience is a perennial goal of the advertising industry, however in tough times it is often the bottom line that receives all the focus, shuffling consumers down the pecking order. This in turn can raise the risk of customers turning to ad-free subscription services and ad blockers.
Writing exclusively for ExchangeWire – provider of global data and insight on Marketing Technology, Advertising Technology and Programmatic Advertising, Mark Inskip, CEO – Media Division at Kantar, discusses what lessons from cinema advertising can be applied to other platforms in ensuring memorable and fruitful ads, without compromising user engagement.
Those in the ad industry are living in challenging times. Last month’s IPA Bellwether Report showed overall ad spend flatlining, whilst Kantar’s own DIMENSION report of 1,000 connected consumers in the UK revealed that 55% are completely apathetic about advertising.
But it’s far from bad news across the board. Internet spend continues to rocket, and some spheres of advertising remain very much enjoyed and celebrated. Cinema, in particular, is bucking the trend, with 37% of consumers surveyed for DIMENSION saying they actively enjoy advertising at the cinema. That means an appetite still exists for entertaining brand campaigns, and offers interesting insights for brands and marketers looking to get their advertising ‘right’.
So what makes the big screen so successful, and how can we take those learnings to other platforms and touchpoints?
Make it Seamless
Think of the context in which you see cinema ads: plied with popcorn, lights dimming, you know exactly what to expect, when to expect it, and perhaps even how long to expect it for. Indeed, it’s part of the value exchange, in exchange for your ticket, you accept a certain (proportional) amount of advertising.
However, you’d never expect to see the same ad several times, or indeed have your film interrupted at a crucial scene by an irrelevant advert. And yet an enormous 70% of those we surveyed have experienced just that, admitting they’re subjected to the same adverts time and time again. This isn’t just a mild inconvenience, but an issue throughout all platforms and formats. As Video-On-Demand (VOD) grows, for example, we’re seeing more and more broadcasters struggle with the right ratio of ads to content, trying to find a balance between what’s profitable and what’s consumer-friendly. Given repeated negative experiences are damaging to brand reputation, that equilibrium is crucial.
The underlying message here is that context really matters, and that goes beyond just online and video ads. As brands delve deeper into formats like product placement, sponsorship, advertorials and the like, even the more subtle forms of consumer engagement need to be well considered so as not to be jarring.
Ultimately, if we want consumers to move past their apathy and actually engage with ads rather than avoid them, it’s crucial we approach at the right place and time, and the right frequency, so we’re not talking to a brick wall.
Make it Entertaining
Audiences are in fact much more receptive than you might think: a significant 48% of consumers do notice ads on platforms they enjoy using, whilst 41% are more likely to believe advertising that appears near another trusted brand. That means platform, placement, and timing are crucial.
Cinema gets this right. From trailers which make your hair stand on end, to full features in 3D, or even space-aged 4D, cinema elevates films to sensory experiences and takes content to the next level. After all, if it didn’t, you’d stay at home.
Of course, every platform has its own strengths, a one-size-fits all approach won’t do. But if brands can get into the right headspace and engage consumers on their terms, providing top-quality entertainment within the right context, whether an innovative format, interactive experience, or by offering actionable information, their campaigns are far more likely to succeed.
Make it Tailored
You’d never run an 18+ trailer before the screening of a U-rated film. It might sound simple, but this fairly basic level of tailoring and targeting doesn’t always trickle through to the small screen or the browser – leading to irritated consumers at best and brand safety failures at worst if content ends up in the wrong environment. 61% of the consumers we surveyed actively prefer to see ads relevant to their own interests, but the average experience leaves much to be desired. That means there’s a significant discrepancy between what consumers want and what they’re getting.
A key part of the solution is accurate targeting and measurement. To gain insights on how to create seamless, entertaining, useful advertising, brands need to give up guessing and find out exactly who their audiences are and what makes them tick – on as granular a level as possible. That means harnessing detailed customer data or working with a reliable data partner.
A positive feedback loop driven by insights will lead to exponentially better campaigns. Remember, however, that data use must be responsible; with 54% of consumers objecting to targeting based on their past activity, it’s important the value exchange for consumers is made clear so they feel supported, not surveilled.
Curtain Call
Of course, some elements of the big screen experience aren’t easily transported to the home environment, but the message is clear. Producing and serving exciting, entertaining and useful content at the right time, in the right place is key to capturing and keeping eyeballs, and accurate measurement is a key part of making sure we’re going in the right direction.
Getting consumers onside is tough, but in an era where avoiding advertising is perhaps easier than ever, it’s extremely important. Intriguing, delighting and informing is a sure-fire way to neutralise the ongoing impact of adblocking and ad-free subscription services.
Cinema advertising makes the most of its space, creative and audience to deliver gripping content, showing us advertising at its very best. With a little bit of nous, a touch of creative, and top-of-the-class measurement, we can aim to make every ad as good as on the big screen.
Source: ExchangeWire
The world will soon have a new ‘Clown Prince of Crime’ when Joker debuts on 3rd October 2019. This time, he’s a comedian played by Joaquin Phoenix, and he’s ready to turn Gotham City’s frown upside down no matter what it takes.
From its GRITTY and enigmatic trailer, to the buzz created after winning The Golden Lion at the Venice Film Festival – the festival’s highest prize, the stakes are high in terms of audience anticipation.
Produced by DC Film and distributed by Warner Bros. Joker is unlike any other superhero film. Brace yourselves for the brand new take on the Dark Knight’s greatest nemesis, guaranteed to put a ‘smile on your face’.
Watch the trailer of the Joker 2019:
Here’s what you should know about Joker:
Rating:
Joker is the first live-action Batman franchise film to receive an R-rating from the Motion Picture Association of America, due to its strong bloody violence, disturbing behavior, language, and brief sexual images. It can be presumed that the movie’s rating in the Middle East will end up being PG-18 for cinemagoers.
Is this Joker part of DC Comics?
There has been much speculation floating around as to whether the Joker is part of the DC Comic universe. However, director Todd Phillips has made it clear that the movie is a standalone story of the origins of Joker – the criminal mastermind and well-known nemesis of comic superhero Batman (in a never-seen portrait of the man behind the mask).
Joker is closer in spirit and substance to gritty cinematic portraits of antiheroes from the 1970s: Taxi Driver (1976), One Flew Over the Cuckoo’s Nest (1975), Serpico (1973), unlike any other typical modern comic-book movie.
Arthur Fleck (Joker’s real name in this standalone movie) does not align with any origin of the Joker ever published. What bits and pieces we’ve seen from promotional material resists attempts to connect the movie to any one story. It seems to be, by and large, entirely original in a way vanishingly few superhero movies have been.
Set in a ‘broken-down’ Gotham City between late 1970s and early 1980s, Joker shows the progressive evolution of Arthur Fleck, who is a clown-for-hire living with a fragile mother and struggling to keep his own peace of mind. But what’s up with his creepy laugh? Why is he taking care of his mom? We don’t know — and that’s possibly part of what the movie will explore.
*Did you know – This is Joaquin Phoenix’s first role in a comic book film. He previously turned down the title role in Doctor Strange (2016) as well as the chance to replace Edward Norton as the Hulk in The Avengers (2012), because he was unwilling to sign on to the multi-picture deal that Marvel Studios was requiring.
Director
Todd Phillips has directed numerous big hits – of which a majority are comedies. He directed all three of the movies in The Hangover series. With the release of the Joker trailer, many have praised what Phillips has shown thus far, with some even comparing the trailer to the work of legendary director Martin Scorsese. Helping to drive that comparison home is the fact that ‘frequent Scorsese collaborator’ Robert De Niro will be appearing in Joker.
Phillips has a series of blockbusters under his belt and is best known for writing and directing the comedy films. However, for his work on the satirical comedy film Borat (2006), Phillips was nominated for the Academy Award for Best Adapted Screenplay.
The kind of gritty thriller Joker aims to be would be one thing, but what cinematic alchemy might happen when Phillips – who understands what it’s like to be inside Arthur Fleck’s head, is behind the camera? We will just have to wait and find out!
Who are the other characters alongside Joker?
Penny Fleck
Frances Conroy plays Penny Fleck. Penny is Arthur’s mother. She is an older woman whose health is fading, making her practically bed-ridden.
Conroy is best remembered for her role in HBO’s Six Feet Under. More recently, she has appeared in recurring TV roles in Castle Rock, American Horror Story, and Arrested Development.
Murray Franklin
Robert De Niro plays Murray Franklin. Murray is a talk show host on a late-night television program which airs in Gotham. He plays a role in Arthur’s transition from a struggling stand-up comedian into the Joker.
De Niro is a Hollywood legend with a career spanning more than 50 years in movies and television. Roles in films such as Taxi Driver (1976) and Raging Bull (1980) put De Niro on the map. Among his most recent credits are: The Intern (2015), Joy (2015) and Dirty Grandpa (2016), and another collaboration with director Martin Scorsese for The Irishman on Netflix.
Sophie Dumond
Zazie Beetz plays Sophie Dumond. Previously released details about Sophie note that she is a single mother living in Gotham and is a person of interest (possibly a love interest) to Arthur. Sophie is beaten down by life in the city of Gotham and feels as if the system is stacked against her and others in her community.
Beetz is best known for her role on FX’s Atlanta. She has also appeared in Geostorm (2017), Deadpool 2 (2018), and Steven Soderbergh’s High Flying Bird for Netflix
Watch the star cast in the first look of Joker:
Here are some statistics for previous DC Films (distributed by Warner Bros.):
Aquaman (2018)
Worldwide Box Office: $1,146,894,640
UAE Admissions: Ran for 15 weeks and did over 541K admissions
Wonder Woman (2017)
Worldwide Box Office: $821,133,378
UAE Admissions: Ran for 13 weeks and did over 329K admissions
Batman v Superman: Dawn of Justice (2016)
Worldwide Box Office: $867,500,281
UAE Admissions: Ran for 13 weeks and did over 541K admissions
Suicide Squad (2016)
Worldwide Box Office: $746,059,887
UAE Admissions: Ran for 10 weeks and did over 338K admissions
The Dark Knight Rises (2012)
Worldwide Box Office: $1,084,439,099
UAE Admissions: Ran for 11 weeks and did over 338K admissions
Boxoffice Pro is projecting Joker to make $103 million in its US opening. That would be the biggest October opening of all time, beating the record set by Venom (2018).
Motivate Val Morgan forecasts over 300K admissions in the UAE for Joker.
Contact a member of our sales team for cinema advertising opportunities alongside this MEGA Blockbuster.
Sources: ScreenRant, The Numbers, Wikipedia, Looper and Business Insider
AMA International University in Bahrain – a branch of the Philippine-based AMA Computer University, recently booked an integrated cinema campaign with Motivate Val Morgan – through Albayan Media Group, at VOX Cinemas City Centre Bahrain.
On Screen Campaign:
A 15 sec. on screen ad was booked to screen for a period of 4 weeks – from 18th July to 21st August 2019, on Screens 1 and VIP 1.
Off Screen Campaign:
The off screen campaign included two components: an ad on the Giant Screen in the Foyer Area of the cinema from 18th July to 17th October 2019 and a Display set up near Screen 9 in the Concourse Area of the cinema from 11th August to 13th August 2019.
Amplify exposure for your brand by capitalizing on imaginative and exciting promotional ideas to complement on-screen campaigns.
Contact a member of our sales team for similar advertising opportunities in Bahrain and across our circuit in the Middle East.
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Breitling – Swiss luxury watchmaker and Kipling – Belgian fashion brand known for affordable, sporty and functional bags, recently booked cinema campaigns through Motivate Val Morgan at VOX Cinemas – City Centre Bahrain.
Breitling booked a 30 sec. on-screen ad which ran from 24th – 30th August, 2019 on the screen with the largest seating capacity, as well as on the VIP screen.
Taking an integrated approach, Breitling also booked an off-screen campaign from 19th August – 18th September 2019, which included an ad playing on the giant screen in the foyer area of the cinema.
Kipling booked a solely off-screen campaign from 23rd August – 22nd September 2019, which included an ad on the giant screen in the foyer area and on the screens at the back of 5 cinema ticket counters. The ad promotes Kipling’s special offer – receive a gift voucher of BD 10 on every BD 50 spent.
Seeking to amplify exposure for your brand? Adopt similar creative promotional ideas to enhance on-screen campaigns.
Contact us for more information of advertising opportunities across our circuit in the Middle East.
Related Articles:
Latest Cinema Campaigns at VOX Cinemas – City Centre Bahrain
McDonald’s | Cinema Campaign | VOX Cinemas – The Avenues Bahrain
BisB Activation Stand | VOX Cinemas | The Avenues Mall | Bahrain
