In the realm of marketing terminology, one encounters familiar buzzwords such as Gen-Z, resonating strongly within industry discussions and strategies. Yet, amid this prevalent vocabulary, a lesser-known term emerges: Elusives. Uncommonly uttered in marketing circles, the concept of Elusives remains enigmatic, lacking the widespread recognition attributed to its Gen-Z counterpart.
While Gen-Z garners attention for its purchasing prowess, age dynamics, and pervasive influence, a pertinent question emerges: Are Elusives synonymous with Gen-Z? Delving into this intriguing query unveils an exploration of a demographic perhaps just as vital but hidden in mystery within the marketing landscape.
So, who are Elusives? According to the Video Advertising Bureau, Elusives are lucrative, young, diverse, and cordless audiences who are more prevalent but elusive when it comes to advertising. They tend to avoid advertisements at all costs, opting to skip ads or passively engage with unskippable advertising content. They pose a challenge for marketers to reach compared to other audiences. However, there is a platform that consistently captures these Elusives – The Cinema.
The VAB report highlights that 65% of all moviegoers belong to the adults 18-34 multicultural audience who perceive cinema as a crucial part of their social lives. They prefer watching a diverse range of genres at the cinema within its initial release week.
Furthermore, the report indicates that Elusives, from the moment they step into the cinema, become receptive to in-theater advertising. Remarkably, 89% of adults 18-34 take their seats before the start of trailers, viewing cinema as a pivotal social event. They often combine other activities, such as dining out or shopping, following the movie.
This scenario cements cinema as the ‘go to’ social activity for youngsters and offers marketers immediate opportunities to engage with these socially active and lucrative consumers through cinema advertising. It becomes an advantageous channel for immediate audience reach, such as launching new products, consumer promotions, or seasonal campaigns. Marketers stand to benefit from cinema’s proven ability to rapidly amplify the scale and reach of a campaign, all within a highly attentive environment.
Source: VAB
Deadpool 3 stands as the sole movie within the Marvel Cinematic Universe set for release in 2024
Disney has confirmed a long-rumored reshuffle of its Marvel lineup, resulting in the postponement of several franchise titles originally slated for a 2024 release, now rescheduled to 2025. This announcement follows the resolution of the SAG-AFTRA strike and occurs within the evolving landscape of the MCU.
The decision to reshuffle release dates has sparked industry discussions, with Anthony D’Alessandro from Deadline commending the move and attributing the lackluster performance of the titles to Disney’s extensive presence of the Marvel Cinematic Universe on Disney+, rather than reserving content specifically for cinemas. This perspective aligns with recent box office performances, as seen with the studio’s latest release, ‘The Marvels,’ which received a more subdued reception, earning only a modest $110 million in its opening weekend at the global box office.
Despite facing formidable challenges, Marvel Studios continues to reign as a global cinematic juggernaut, with a lineup of thrilling adventures poised to enthrall audiences across the globe.
Here are the updated release dates for the highly anticipated upcoming blockbuster MCU movies:
Initially set for a May 3, 2024 debut, ‘Deadpool 3,’ starring Ryan Reynolds as the main character and Hugh Jackman as Wolverine, is now scheduled to hit theaters on July 26, 2024. This marks a significant moment as Deadpool becomes part of the Marvel Cinematic Universe (MCU) after existing in a separate continuity due to studio divisions.
The rescheduling of ‘Deadpool 3’ triggered a series of changes. Originally slated for a July 26, 2024 release, ‘Captain America: Brave New World’ has been moved to February 14, 2025. This latest installment in the Captain America series, featuring Anthony Mackie as the lead hero, reportedly finished filming before the industry strike. Online speculation hints at possible reshoots in the coming months, a common practice for Marvel films.
While ‘Fantastic Four’ maintains its original release date of May 2, 2025, ‘Thunderbolts,’ a movie uniting supervillains including Florence Pugh and David Harbour, was initially set to premiere on December 20, 2024. Instead, its release has been shifted to July 25, 2025. As for ‘Blade,’ an R-rated MCU entry starring Mahershala Ali, initially planned for February 14, 2025, it has been rescheduled to November 7, 2025.
Sources: Variety, Marvel, Deadline
The Luxury & Lifestyle Lions launch recognises the significant transformation and disruption to the creative marketing of brands in the luxury space
The Cannes Lions International Festival of Creativity has introduced the Luxury & Lifestyle Lions, setting a global standard for luxury brands, with the goal of acknowledging and celebrating the most influential creative work, experiences, and business solutions within the luxury and lifestyle sector.
Simon Cook, CEO, LIONS, said: “When we introduce a Lion that reflects the needs of an industry sector, the Award is crafted in collaboration with the relevant industry. Our global committee of experts have advised us that this highly disrupted sector needs its own benchmark, so that we can move from driving awareness to recognising solutions that are changing business models and setting a new creative standard for a market in flux. The Luxury & Lifestyle Lions will recognise branded communications and solutions that drive business performance and brand loyalty. A multi-disciplined Jury will set a new benchmark for the luxury sector, with the Lion recognising creative work that elevates the discipline and the sector.”
Marian Brannelly, Global Director of Awards, LIONS, added: “The luxury market has faced significant disruption in recent years and post-pandemic. A shift in consumer behaviour and an accelerated shift towards e-commerce and emerging technologies are just a few of the areas the market has had to navigate and innovate in at speed. Add to this the changing values of new demographics, the evolving definition of luxury in non-Western markets and the need for a heightened focus on sustainability and conscious consumption, and you begin to see the pivotal role that world-class creativity can play in this transformation.”
This change is supported by WARC’s ‘Guide to Luxury Marketing in an Era of Change’ and Euromonitor research, which indicates that sales in the luxury category have rebounded after COVID-19 and are expected to surpass pre-pandemic levels in 2023. Additionally, research by IPSOS demonstrates that the global luxury market is evolving, presenting new opportunities and challenges. It is predicted that demographic shifts in emerging economies will create more than one billion first-time consumers, primarily concentrated in China, India, and Southeast Asia – as their purchasing power is bolstered by rapid digital adoption among a youthful, urban, and tech-savvy population.
Commenting on the Award, Charles Georges-Picot, Global CEO at Marcel and Publicis Luxe, Global Client Lead, said: “At a time where the luxury sector must constantly reinvent, transform and honour brand heritage with a keen eye on the future, the introduction of a Luxury & Lifestyle Lions will help set a new creative benchmark for this highly disrupted and exciting sector. We know that creativity has the power to push boundaries and progress sectors and disciplines. We’re excited about a new industry standard that will redefine how we look at branded communications, business models and creative transformation in this dynamic space.”
At this year’s Cannes Lions, ‘Kaguya by GUCCI’ by Dentsu Inc., Tokyo, was awarded a Bronze Lion in Film Craft. The work featured music that celebrates a mix of historical Japanese artforms with the latest technology in creativity. The creative director behind the piece, Toshihiko Tanabe, said about the launch of the Luxury & Lifestyle Lions: “Luxury campaigns aren’t just about glittering celebrities dancing in the sunset. For years, luxury marketing has served as a rare platform to exhibit visual art and pop culture in the most contemporary way.”
In other changes to the Lions, Brannelly commented: “It’s important that the Awards reflect the current landscape and pave the way forward, so as well as evolving the Lions, it’s equally important for us to retire Lions when necessary. In 2024, following consultation with our Juries, we will close the Mobile Lions. Mobile devices are embedded in work across every channel and discipline, and over the past number of years, mobile-led creativity has been expanding into almost every Lion.”
Full information on the Luxury & Lifestyle Lions, including the definition, criteria and categories, will follow, along with the Entry Kit, in November. Details of the Jury President and Jury will be announced early next year, with submissions into Cannes Lions 2024 being accepted from 18 January 2024.
Click here for further information on the Cannes Lions Awards along with the 2023 winners.
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Panadol unveiled an innovative cinema activation in collaboration with Publicis Media, Motivate Val Morgan and VOX Cinemas.
The campaign titled ‘The Art of Release’ – on display from 6 to 19 October – enables cinemagoers to envision their personal pain relief moments and experience it on expansive screens through an AI-powered Panadol visual booth in the foyer area of VOX Cinemas, Mall of the Emirates.
Cinemagoers also receive complimentary goodies and memorabilia post their ‘Pain Relief Moment’ experience.
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The cinema activation has also garnered significant media coverage, with mentions across well-known platforms such as Virgin Radio Dubai with Kris Fade, Zee TV, What’s On Dubai, and more.
Cinema activations help move your brand closer to its target audience. Think cinema for ‘attention-grabbing’ adverting!
VOX Century Corner is the exhibitor’s 10th location in Riyadh.
VOX Cinemas, the dedicated cinema arm of Majid Al Futtaim, opened its 16th location in the Kingdom of Saudi Arabia at Century Corner by Rakaa Holding on 1 October 2023.
Centrally located in the city on King Fahad Road, VOX Century Corner – Riyadh features a 10-screen cinema, including five Standard auditoriums, an IMAX® with Laser auditorium, a 10-seater Private Cinema, and three THEATRE auditoriums – a first-of-its-kind luxurious offering in the country providing a dining experience with gourmet food in an intimate setting.
With the opening of the latest location, VOX Cinemas now operates a total of 164 screens across 16 cinemas in six cities throughout the Kingdom.
Click here to book tickets at this new cinema, and reach out to our team to learn more about cinema advertising opportunities at VOX Century Corner – Riyadh.
The UAE Cannes Lions Awards Ceremony celebrated the country’s triumph at the 2023 Cannes Lions Festival, with 21 wins across various categories
Motivate Media Group and Motivate Val Morgan – the official representatives of the Cannes Lions International Festival of Creativity in the UAE, hosted their annual UAE Cannes Lions Awards Ceremony on Tuesday 12th September 2023 to celebrate this year’s winning agencies.
The 70th edition of the Cannes Lions Festival witnessed the UAE’s active participation with a total of 640 entries from 22 agencies. The UAE distinguished itself by securing a total of 21 Lions, including 1 Grand Prix, 1 Gold, 6 Silver, and 13 Bronze awards, spanning various categories. Notably, the UAE achieved inaugural victories in the categories of Glass: The Lion for Change, Entertainment for Music, and Creative Data. The UAE also amassed an impressive tally of 89 shortlisted entries, solidifying its position as a creative powerhouse on the global stage.
This year’s winners across Print & Publishing, Brand Experience and Activation, Creative Commerce, Creative Data, Creative Strategy, Design, Direct, Entertainment for Music, Health & Wellness, Industry Craft, Media, Outdoor, PR, Radio & Audio, and Glass: The Lion for Change categories included:
*VMLY&R Commerce New York in collaboration with VMLY&R Dubai secured 1 x Silver (Radio & Audio)
Creative heads and their respective team members from this year’s winning agencies gathered for an evening of networking and refreshments, culminating in the prestigious LIONS presentation.
Also in attendance was Jonathan Cruz, who, along with Saymon Medeiros, represented the UAE and And Us at the International Young Lions Digital Competition, as well as Chloe Salloum from the American University in Dubai, who proudly represented the UAE in the Roger Hatchuel Academy student program as part of the Cannes Lions Festival.
This year’s Festival marked a remarkable milestone for the UAE, boasting the largest assembly of jurors to preside over a single festival, totaling 18 esteemed jury members. Particularly noteworthy is Ali Rez from Impact BBDO, who made history by becoming the first Jury President from the MENA region.
Impact BBDO was also presented with the MENA Network of the Year award. This prestigious recognition follows the agency’s consistent performance as the No.1 agency in the Middle East and North Africa at Cannes Lions in 2019, 2020, 2021, and 2022.
Motivate Media Group and Motivate Val Morgan extend our heartfelt congratulations to all the winning agencies, and we eagerly anticipate continued success at the upcoming Cannes Lions International Festival of Creativity next year.
Shah Rukh Khan-starring blockbuster Jawan garnered USD$78M worldwide in its opening weekend
Jawan, one of the most highly anticipated Bollywood movies of 2023 starring Shah Rukh Khan, has finally made its grand debut on the silver screen. The action thriller has shattered records, grossing over USD$78M worldwide in just one week and attracting over 440,000 cinemagoers in the Middle East.
With cinemas buzzing, renowned brands across the region seized this unique opportunity by securing on-screen advertising to establish connections with captive cinema audiences on the big screen.
From FMCG brands to real estate developers, and healthcare groups, here are the cinema campaigns booked to follow the action-thriller Jawan:
Gazebo Restaurant
Region: UAE
Duration: 30 Sec.
Prime Medical Center
Region: UAE
Duration: 15 Sec.
Everest Spices
Region: UAE
Duration: 35 & 40 Secs.
Bafleh Jewelery
Region: UAE
Duration: 30 Sec.
Jaguar World
Region: UAE
Duration: 30 Sec.
Absolute Barbecue
Region: UAE
Duration: 15 Sec.
Sushila Jewelers
Region: UAE
Duration: 15 Sec.
Meteora Developers
Region: UAE
Duration: 15 Sec.
Unilever – Glow & Lovely
Region: UAE
Duration: 10 Sec.
Unilever – Comfort Rinse
Region: UAE
Duration: 20 Sec.
Kaya Skin Clinic
Region: UAE
Duration: 15 Sec.
Ajmal Perfumes
Region: UAE
Duration: 15 Sec.
P&G – Ariel
Region: UAE
Duration: 20 Sec.
Bawree
Region: UAE
Duration: 30 Sec.
ITC
Region: UAE
Duration: 30 Sec.
Think cinema for ‘attention-grabbing’ advertising!
Check out the list of upcoming blockbusters in Q4 2023 and contact us for cinema advertising opportunities across the GCC, Egypt and Lebanon.
WONKA – one of the most anticipated 2023 movies, is scheduled for release in cinemas on 14 December 2023
Roald Dahl’s timeless classic, Charlie and the Chocolate Factory, has left an indelible mark on literature and cinema alike. This beloved tale has graced the silver screen twice before: first in 1971, when it was adapted into a film – Willy Wonka & the Chocolate Factory – that introduced the whimsical chocolatier, Willy Wonka, portrayed by Gene Wilder. Then, in 2005, under the direction of Tim Burton and featuring Johnny Depp in the leading role, the original title was retained for a captivating reimagining.
As the world eagerly anticipates a third cinematic adventure within the ‘Wonkaverse,’ here’s everything you need to know before diving into the ‘scrumdiddlyumptious’ prequel:
Plot
Wonka is a prequel to the 1964 novel Charlie and the Chocolate Factory and will follow a young Willy Wonka in his early adventures, including how he met the Oompa-Loompas. The film traces his transformation from a young man of modest origins with ambitious dreams in the candy industry to becoming an iconic source of inspiration for sweet tooths worldwide.
Cast
The titular character, Willy Wonka, will be portrayed by Timothée Chalamet. Other cast members include Olivia Colman, Hugh Grant, Sally Hawkins, Keegan-Michael Key, Rowan Atkinson, and Jim Carter.
Director
Directed by Paul King, who is already well-versed in adapting classic children’s literature to film. His previous works include the 2014 live-action Paddington and his 2009 feature film debut, Bunny And The Bull.
Watch The Trailer
Source: Screen Rant, Collider
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Parkville Pharmaceuticals made a triumphant return to the cinema scene, launching yet another integrated campaign to showcase their brands – SHAAN and GLAMYLAB.
The off-screen SHAAN campaign featured sampling activities in the foyer areas of City Centre Almaza and Mall of Egypt during the weekends of August 17-19 and August 24-26, 2023, respectively. In parallel, the off-screen GLAMYLAB campaign incorporated sampling in the foyer area of City Centre Almaza for an extended period of six weekends, commencing from August 17, 2023. Notably, Parkville has also secured a future GLAMYLAB campaign scheduled to commence in the final week of December 2023.
A 15 sec. on screen ad was also booked to play alongside the latest blockbusters at City Centre Almaza, Egypt from 16 August – 19 September 2023.
Integrated cinema campaigns create a powerful synergy that amplifies brand exposure, leaving a lasting impression on both current and potential customers. Reach out to a member of our team for similar advertising opportunities in Egypt and across the rest of our circuit in the Middle East.
The release of the Barbie movie marks one of the greatest marketing events in the history of movies, creating a lot of buzz among fans of the iconic doll. With a reported marketing budget of US$100M, the film was launched alongside more than a hundred bright pink branding deals worldwide. From Barbie sparkles on Google search results to Barbie-endorsed Crocs and a special Prada line, the Barbie movie marketing campaign painted the world pink and created marketing magic, becoming the biggest cultural movement of the year.
The result of these endeavors was an immense triumph, as the movie directed by Greta Gerwig surpassed expectations, collecting over US$1.2B at the global box office, including an impressive US$1.95M from the UAE alone. With moviegoers flocking to theaters adorned in shades of pink, the film was more than just a cinematic event; it was also a dazzling showcase of brands that seized the opportunity to align with Barbie’s iconic legacy.
Sony Playstation, Samsung Galaxy and more, took center stage by aligning their brand campaigns alongside Barbie in the region.
Check out the full list of brands that hopped on the ‘Barbie Bandwagon’:
PlayStation 5
Country: UAE
Campaign type: Follow a movie
Samsung Flip
Country: UAE
Campaign type: Follow a movie
Dyson
Country: KSA
Campaign type: Follow a movie
Clara
Country: KSA
Campaign type: Follow a movie
Always
Country: Egypt
Campaign type: Follow a movie
McDonald’s
Country: UAE
Campaign type: On screen Ad
Think cinema for ‘attention-grabbing’ advertising!
Check out the list of upcoming blockbusters in Q3 2023 and contact us for cinema advertising opportunities across the GCC, Egypt and Lebanon.
