If characters are the new movie stars, then the franchise is the new coin of the Hollywood realm. This is the POWER of a film franchise!
Movie studios live or die by how many franchises – connected universes, sequel factories and spin-off machines they have in their stable.
Research proves films that are part of a franchise continue to perform at the box office.
Two examples from this year:
1.Captain America: Civil War
The follow up to Captain America: The Winter Soldier.
Worldwide box office grossing of $1,151,684,349.
Ranks 3rd in UAE’s Top Movie performances in 2016.
Captain America: Civil War (May 2016)
2.Finding Dory
The follow up to Finding Nemo.
Worldwide box office grossing of $1,017,531,402.
Ranks 4th in UAE’s Top Movie performances in 2016.
Finding Dory (June 2016)
J.K. Rowling recently announced at a Warner Bros. event that Fantastic Beasts and Where to Find Them (originally set as a trilogy) would now expand across five movies.
The first film is scheduled for release later this year, and the second film is already in the works (slated for release in November 2018). David Yates will be returning as director, with the script written by Rowling herself. Oscar winner Eddie Redmayne has signed on to play Newt Scamander in all of the five films.
Fantastic Beasts is a spin-off to the Harry Potter Universe which is one of the highest grossing franchises of all time with $7.7bn in global box office earnings.
With two of the year’s biggest titles still to come, Fantastic Beasts and Where to Find Them (Nov 17) and Rogue One: A Star Wars Story (Dec 15), expect even more box office records to be broken – both locally and internationally.
Advertise your brand alongside two of the most anticipated movies and well-known movie franchises. Contact a member of our Sales Team for more information on cinema advertising opportunities.
Sources: The Numbers, Box Office Mojo, Los Angeles Times and MVM Research
Leo Burnett Dubai’s ‘du Tuesday’ work has won a grand prix at the Dubai Lynx, gold at Cannes, a yellow Pencil at D&AD, and even a rare Black Cube at the Art Directors Club in New York.
du – who has a longstanding partnership with VOX Cinemas, offer people a mid-week taste of the weekend by offering ‘two tickets for the price of one’. To communicate the offer, the campaign – crafted by Leo Burnett is based on true human insights about movie genres and entertainment.
The results was a series of unique ads that bring out the different elements of what makes a movie much more enjoyable when watched with a friend.
In terms of awards, the ‘du Tuesday’ ad is arguably the most lucrative campaign ever from the Middle East and North Africa. It is also a beautifully crafted expression of the relationship between UAE telecom du and its agency, Leo Burnett MENA.
“The origins of the ‘du Tuesday’ work can be traced back to a few ordinary people doing extraordinary work. It is a story of many stories that allowed a seemingly small project to grow into something much bigger than originally intended,” said Kamal Dimachkie, Executive Regional Managing Director at Leo Burnett, in an interview with Campaign UK.
“It started with interesting scripts developed by Leo Burnett Dubai’s creative team. The selection of the director proved game-changing, and (Leo Burnett group communication director) Saad Yusuf’s question – ‘Will these win people over?’ – propelled the ideas to a different level.”
He added: “History was shaped through edgy work that made everyone uncomfortable. It wasn’t your usual brand communication; it was different, darker, surprising and full of twists. This is what you get when you bring in a talented director who knows how to add value to both content and craft – what Ali Ali and Maged Nassar helped bring.”
“This was also a story of parked egos. Testament to the agency and creative team is their respect for creativity and unwavering belief in the power of ideas – those they create, then entrust in the hands of people who can help deliver this purpose.”
According to Dimachkie, Ahmed Zaki, du’s Senior Director Live Communications – Commercial, showed courage in adopting the work created by the agency. “Instead of subjecting the ideas to ‘death by a thousand cuts’, he escalated the approval process all the way to the top.”
For his part, Zaki said: “What I value the most about Leo Burnett is that they provide us with… good creative recommendations and they have passion and integrity for what they do.”
This is truly a story of a new-age collaboration between du, Leo Burnett, and some outstanding directors.
As a result of the long-standing partnership du has with VOX Cinemas, the telecom operator schedules all ‘du Tuesday’ campaign ads through MVM. du has also been a long-standing client of MVM where they book spots for all other du campaigns through MVM.
Here are some of the award-winning ‘du Tuesday’ commercials screened at VOX Cinemas across the UAE:
Sources: Campaign UK, Leo Burnett.com and YouTube
The summer in Dubai just got a whole lot cooler.
Hold on! Don’t rush to check the weather on your phone.
We’re talking about a brand new experience delivered by Beam that spares you from roasting when fueling up at a petrol station.
That’s correct. The unique mobile app for payments in the UAE – Beam Wallet, is now accepted at all ENOC and EPPCO petrol stations.
How cool is that?
Beam is the leading mobile payment platform in the UAE that lets users (a.k.a. ‘Beamers’) pay using their smartphones and earn rewards.
Established in 2012, Beam has rapidly grown as a popular payment method. Through its partnerships across different retail categories, it has rapidly moved from a technology used by early adopters to a mobile wallet used by over 300,000 people. Beam users are able to shop at over 3,000 outlets in the UAE, and the company is now set to become the leader in the mobile commerce space – not only in the UAE and the wider Middle East, but also internationally (already launched in Sweden and soon to be launched in Australia).
In March 2016, Beam introduced mobile payments through the BLE technology at petrol stations, and this month they launched the #PayCoolStayCool campaign to drive ‘awareness’ about its services at all ENOC and EPPCO petrol stations.
So, how did Beam engage and drive awareness of this campaign?
Beam created the dedicated website www.paycoolstaycool, in which it provides all the details on how to fill up using smartphones at the petrol station.
1. Pull up to the fuel pump and ask the attendant to fill it up with the requested amount
2. Select the pump number that matches the pump fuelling from
3. When the attendant has placed the nozzle back in the pump, wait around five seconds and tap’Done filling’
4. Tap ‘Pay’, and once the payment has been confirmed, simply drive away
Additionally, Beam advertised the campaign on radio, outdoors (bridge banners and billboards on Sheikh Zayed Road) and via their social media platforms – Facebook, Twitter, Instagram and YouTube – which included strategic ad placements across the respective platforms.
The campaign also screened at selected MVM serviced VOX Cinemas in Dubai – Mall of The Emirates, City Centre Deira, City Centre Mirdif, Mercato and Burjuman.
The campaign was structured in two phases and will air for a total of six weeks:
Teaser
The teaser commercial screened from July 21 to August 3 during the commercials/trailer strip. Moviegoers were led to think it was a new movie releasing soon on the big screen.
Reveal
The reveal movie started screening on August 4 and is presently screening at the respective VOX Cinemas, again during the commercial/trailer strip.
What made Beam select cinema for this campaign?
Beam included cinema in the media mix of this campaign because the medium is an undeniable resource to foment the concept of the #PayCoolStayCool campaign – ‘movie trailer’, and because it strategically complements the company’s on-going investment in outdoor advertising, radio and digital platforms – to ensure higher reach and brand recall.
Another great example of a brand utilizing cinema for a campaign and being as creative as the film that follows!
No matter how crazy and hectic the world might seem to be, the sanctity of cinema always provides a refuge – which advertisers can capitalize on.
Whether you choose to chill out and enjoy a comedy, immerse yourself in a drama or sit at the edge of your seat while watching an action movie, cinema remains the most popular leisure activity of all time. It is a medium guaranteed to help you break free from daily activities, pass time and forget everything for a couple of hours.
Nothing beats the giant screen, larger than life sound experience and high level of quality viewing that cinema offers!
But what does this mean for advertisers?
In a nutshell, cinema content has been strong – to date, offering pleasant surprises (blockbusters) at regular intervals and has always drawn in large audiences – in turn affording advertisers the opportunity of strategically targeting a diversified audience.
Here’s a breakdown of some of the most successful movies from this year:
After Star Wars: The Force Awakens (screened for 17 weeks in the UAE with an approximate 390K admissions), which ran into the first couple of weeks of 2016, The Revenant became the big hit as the opening movie of 2016 (screened for 15 weeks in the UAE with an approximate 218K admissions). Then came Deadpool (screened for 10 weeks in the UAE with an approximate 329K admissions), which set the bar for the rest of the year’s superhero films. It is also worth mentioning that February 2016 was the ‘Biggest February of all time’ (in terms of admissions and Box Office earnings) in the UAE.
The much-vaunted DC superhero showdown Batman V Superman: Dawn of Justice (screened for 9 weeks in the UAE with an approximate 540K admissions) followed in March, and Marvel’s Captain America: Civil War (screened for 12 weeks int the UAE with an approximate 500K admissions) in May. However, it was the family movie The Jungle Book (released 14th April and still screening at selected cinemas in the UAE) that swooped in and comfortably outperformed the superhero movies (raking a hefty +690K in admissions to date).
Other family movies have also had an exceptionally strong year, such as Zootropolis (screened for 12 weeks in the UAE with an approximate +180K admissions) and Finding Dory – which is the ‘highest grossing animated debut’ (globally) of all time and the ‘second-largest June opening’ (globally) of all time.
For the month of August, family movies such as Ice Age: Collision Course (which released 2 weeks ago in the UAE) and The BFG (which released last week) are predicted to do approximately +250K admissions each.
Next up are DC’s supervillains – the Suicide Squad (which released 2 weeks ago in the UAE). Apart from having ‘three of the best trailers’, the movie has beaten Marvel’s 2014 hit Guardians of the Galaxy‘ US opening – despite a few negative reviews. It also scored highly in the UAE with 123,492 admissions in the first three days of release. And, there’s no denying that Margot Robbie as Harley Quinn looks to be one of the best pieces of casting of any of the summer blockbusters. Rumour has it that Warner Bros. and DC might break out Margot Robbie’s character to star in her own movie!
After giving us a taste of patriotism at the start of the year with Airlift (which was filmed in the UAE – Ras Al Khaimah), action star Akshay Kumar hit the big screen last week with his latest Bollywood crime/drama Rustom – predicted to be yet another Bollywood chart topper.
And there’s still a great line up of movie scheduled for release over the months ahead….
September is usually a quiet month of the year for cinema, but is definitely not the case this year round. This September sees Renée Zellweger returning with her female-centric comedy Bridget Jones’s Baby, the star-studded Magnificent Seven (featuring Denzel Washington and Chris Pratt) take on the 1960’s classic Western, the untold personal story of Edward Snowden – former Central Intelligence Agency employee and contractor of the US Government who exposed shocking illegal surveillance activities by the NSA, and family movie Miss Peregrine’s Home For Peculiar Children – inspired by the book from debut novelist Ransom Riggs which was a remarkable success.
October will witness the return of Hollywood’s famous Toms’. Tom Hanks returns as Harvard symbologist Rober Langdon in Inferno – the follow up to 2006’s The Da Vinci Code and 2009’s Angels & Demons by author Dan Brown. Tom Cruise also returns to the big screen with Jack Reacher: Never Go Back. The prequel ran for a total of 11 weeks in the UAE with an approximate admission of +200k in 2012.
November conceivably features two of the most intriguing titles of the year – Marvel’s Doctor Strange and J.K Rowling’s latest from the wizarding world Fantastic Beasts and Where to Find Them. While the trailer for the first is mesmerizing and mind-bending, the latter is magical and fascinating. Both seem like an absolute treat. As per MVM analysis, previous Marvel movies have run for approximately 11 weeks in the UAE with an average audience admission of approximately +350K, while Harry Potter movies have run for approximately 10 weeks in the UAE with an average audience admission figure of 250K.
Christmas is always one of the busiest times of the year for cinema, but this one could well be the busiest for a while. Star Wars dominated last Christmas, and it is most likely to dominate this Christmas as well with the release of Rogue One featuring Felicity Jones. Additionally, Disney releases the charming Polynesian princess kids movie Moana, while Chris Pratt and Jennifer Lawrence joins forces in Passengers – a blockbuster sci-fi film. And to end the year on a high note is Assassin’s Creed – a ridiculously successful gaming franchise that is now taking a shot at being a ridiculously successful film franchise. Featuring Michael Fassbender, Michael Kenneth Williams, Marion Cotillard and Jeremy Irons, the movie hits multiplexes in the UAE in the last week of December and is guaranteed to attract both ACTION and GAMING buffs.
The second half of the year is very much one to look forward to!
And with cinema being an all-encompassing experience in a captive environment and the most effective medium to reach and engage a premium audience, it remains a strong ticket in an uncertain world – presenting advertisers with a platform for ultimate and memorable storytelling.
Interested in exploring the opportunities of cinema advertising? Contact a member of our sales team to align your brand with upcoming blockbusters releasing over the months ahead.
Sources: The Huffington Post, The National, Gulf News and MVM Analysis
What can the advertising industry learn from the Disney-owned animation studio – which is known for its storytelling power? Pixar offers five secrets to the company’s success, which advertisers can learn from.
And of course, there’s no better place than cinema to tell a story!
Matthew Luhn, Pixar’s story supervisor and self described ‘king of gags’, has spent more than 20 years working his magic on films including the Toy Story trilogy, Monsters Inc., and Finding Nemo, and definitely knows a thing or two about storytelling.
Watch any of Pixar’s 17 movies and you’ll see a storytelling masterclass in action! The films make the process look easy, but pull back the curtain and you’ll find an intensive four-year process that involves thorough research, consultations with experts and the use of data to enhance creative expression.
Following his appearance at a Cannes panel alongside data specialist Quantcast, Luhn met Campaign UK to share ‘five creative secrets of storytelling’ from the animation studio.
1. Empower the artists
At Pixar, the story always comes first. When choosing a new film to produce, a director pitches three ideas to a cross-disciplinary group of staff members that include the Chief Creative Officer, Merchandising, Finance and Technical Executives. All provide feedback, but the final say on which story to make will be from the Creatives.
Luhn says: “Pixar flipped the rules of how it usually works in Hollywood, where the people that make the final creative decisions aren’t the people who went to business school. Instead, we created a culture that empowered the artist.” “Improving the quality of the product is important, but working in a company where the best idea wins motivates staff to think creatively.”
2. Obsess over your audience connection
Having finalized the story, Pixar works towards ensuring the story engages as many people as possible – because it has to recoup huge production costs. “Animated films cost more than almost any kind of film, including live-action movies” Luhn explains.
“Which means, you are going to have to sell a lot more cinema tickets.”
Pixar’s stories play on universally shared emotions such as fear and desire. For example, every Toy Story film focuses on the fear of being abandoned. The goal is to create a story that truly connects with the audience – enabling them to empathize with the characters and share their emotional journey.
Pixar relies on research into human behaviour to create the strongest connection between the characters and their worlds and the audience. As Walt Disney once said: “We cannot do the fantastic things based on real, unless we first know the real.”
3. Use data to aid creative expression
Each film’s story world is properly researched.
This could mean:
Ratatouille – sending creatives to a French cooking class to learn the correct way to cut a carrot.
Toy Story – speaking to toy collectors to understand the correct terminology and the feelings that drive them.
Even more detailed data comes into play when drawing a film’s character and emotions. For example, have you found yourself rooting for a robot in Wall-e or getting upset by a fish in Finding Nemo? That’s probably because Pixar gives their characters ‘identifiable human traits’.
“We want to make sure the expressions on a character’s face are matching up with the same expressions we make as people,” Luhn says. Pixar consults experts including psychologists and cultural anthropologists from around the world: “So no matter who sees our film, everybody can relate to a character.”
During the development face of the story, animators usually look at their own faces in the mirror to capture more realistic facial expressions. Small movements – the movement of pupils for instance, are actually ‘top of the list’ of what makes a character relatable.
Luhn says: “with the new data we use now, we can make even more subtle expressions that make a more successful connection with the audience. It just helps us to do our job a tad better.”
4. Get feedback – but from the right people
Pixar is careful about who can provide feedback and how it interprets the findings.
For much of its creative process, they only ask for feedback from other filmmakers. The whole company is invited to regular screenings of the storyboards, but only asks the general audience for their opinion six months before a film is launched.
Pixar is more interested on the reactions of the general audience, and not so much on what the say. Did they get bored? Did they laugh in the right places? According to Luhn, the danger in asking for feedback from a general audience too early is that they will tell you what they want to see in the film. If you try to give them what they want, “that’s how you make a really bad movie”.
5. Fail faster to the best idea
“The great creators that have existed on this planet are the ones that have taken chances,” Luhn says.
But making mistakes can be expensive. “Creating great stories is all about eliminating the bad versions to get to the good ones,” he continues. “That means you have to be comfortable with failing, so before your money and time run out, you have the best possible idea or product to share with the world.”
Aside from paying incredible attention to detail, Pixar also has a wider goal, which is to make people feel good. As Luhn’s teacher told him on his first day at art school, you know you are an artists if you look at life and believe it could be better. And that’s a philosophy he has carried with him throughout his life at Pixar.
“Pixar doesn’t just want to make films that reflect reality. We want to make them a fantastical version of what it could be.”
And of course, like movies, brands too are stories and there’s no better place than cinema to tell them.
Here are some reasons why:
1. Ultimate platform to showcase brands
Cinema provides the most powerful medium to impact captive, attentive and engaged audiences with audio-visual storytelling.
2. Desirable audience
Cinema typically caters to a young and affluent audience with high disposable incomes.
3. Large and expanding footprint
The cinema footprint in the UAE is large (approximately 53 locations and 439 screens – out of which MVM covers 29 locations and 287 screens) – ushering large audiences for new blockbuster releases throughout the year.
4. Variety of cinema experiences
Over recent years, more and more cinema operators in the region have invested in cutting-edge cinema concepts and technology (3D, 4D, IMAX, Barco Escape) – pushing the boundaries of cinema-going. This in turn affords advertisers new and exciting formats of cinema advertising – guaranteed to create greater brand impact through storytelling.
5. Flexible advertising durations
MVM offers advertisers flexible on-screen advertising durations, which range from 30, 45, 60, 75 and 90 seconds. Therefore, with cinema, advertisers have the option of delivering longer and more compelling brand stories that aren’t subject to stringent slots.
It’s time you freed yourself from the confines of advertising! Create powerful brand stories and align your brand with cinema advertising – an unmatchable medium for storytelling.
Sources: Campaign UK
Sir John Hegarty (BBH founder and industry icon) alongside SAWA (Screen Advertising World Association) spoke at the recently concluded Cannes Lions International Festival of Creativity on the power of cinema and the work he did with the UN’s Global Goals “We Have A Plan” campaign that ran in cinemas globally.
With the rise of increasingly disposable marketing channels such as Snapchat and short form video on Facebook and Instagram, there is a current view that brands need to make an impact within the first three seconds of a video, and often without audio.
However, according to BBH founder and advertising industry icon Hegarty, in a world of multi-platform messaging, marketers forget how powerful cinema is
“I constantly say the most powerful place to tell a story is in the cinema – it was conceived as a storytelling medium and we are telling a story,” he said.
“Marketers forget how powerful cinema is as a medium of capturing the zeitgeist – the public understand it but we sometimes forget it in a world of multi-messages. Cinema is a great place to tell a story and reach a captive and impressionable audiences.”
Back in September last year – in what went down in history as a game changer – Project everyone in partnership with SAWA utilized the power of cinema with the #FirstEverGlobalCinemaAd for the launch of the United Nations ‘Global Goals’ #WeHaveAPlan.
The commercial which was developed by Filmmaker Richard Curtis and creative lead Sir John Hegarty, together with Aardman Animations creating the animated cinema ad – premiered across 34 cinemas globally (including the UAE – at Motivate Val Morgan serviced cinema locations).
“Brands need to be profound wherever their message is running. Additionally, unifying them through all the media channels (including cinema) is what’s most important,” concluded Hegarty.
Here are related articles on why cinema is a powerful medium for advertising:
Cinema Advertising Demonstrates the Value of a Receptive Audience
Achieve Greater Brand Impact with 4D Cinema Advertising
Make Cinema An Integral Part of Your Media Plan
Source: adnews.com.au
Motivate Val Morgan offers 360 degree exposure and innovative opportunities to brands – utilizing both on-screen and off-screen advertising.
For brands wanting to sample their new product or present it in a theatre, a cinema promotion or sampling campaign definitely hits the spot!
Heinz (globally-trusted producer of high-quality, great tasting and nutritional foods) executed a sampling activity over the EID Weekend, across two of the most prominent VOX Cinema locations in Dubai – City Centre Deira & Mirdiff City Centre.
Heinz promoted their new flavours of mayonnaise – Garlic, Classic, Chili, Light and Tikka Masala, targeting moviegoers of two major blockbusters that released over the EID Weekend – ‘Independence Day: Resurgence’ and ‘Sultan’ (Hindi). Product sample and snacks with mayo recipe leaflets were also distributed.
Food sampling consists of one sample table stand with two branded promoters engaging cinemagoers- promoting and offering food samples of the product.
In the off-screen space, MVM offers a host of promotion activities to compliment and support on-screen advertising ranging from:
Want to know more on how off-screen cinema advertising could help move your brand closer to its target audience?
Contact a member of our sales team for more information.
Motivate Val Morgan is excited to welcome the newest Oscar Cinema location into its circuit – Barari Outlet Mall, Al Ain.
The newest facility by Oscar Cinemas LLC opened its doors to the public on Thursday 30th June, with the chain now having 6 cinema locations across the UAE:
Abu Dhabi
Al Ain
Sharjah
Oscar Cinema LLC is the brainchild by Mr. M. M. Kabeer, Managing Director & Founder, and the cinema chain shows the latest movies releasing every week from Hollywood, Bollywood, Arabic, and major regional Indian and Asian languages.
The growth of MVM’s operators has been pivotal to the growth of our circuit in the UAE (29 locations and around 290 screens) also resulting in the expansion of our company and team.
Our warm congratulations to the team at Oscar Cinemas.
Cinema advertising might be just the ticket to reach a diversified audience – the mature and younger early adopters, with your local media mix.
In today’s technology-saturated culture of smartphones, tablets, DVRs and online streaming channels, the ability to selectively choose entertainment at one’s fingertips that suits their schedule – without annoyance of advertising, poses multiple problems for marketers in the UAE and across the globe.
Frustrated of not being able to reach your target audience?
Cinema advertising helps you reach a fully attentive and engaged audience who has paid money to see your message on the big screen. Could it get any easier?
So, why add cinema advertising to your marketing mix?
There are 3 key factors driving the new era of cinema – that have continued to be prominent in 2016 and will continue to grow in the years ahead:
1. Investment in Infrastructure
Middle Eastern box offices have enjoyed double-digit annual growth in recent years, owing in many cases to the expanding network of cinemas that have been developed across the Middle East.
The cinema footprint in the UAE continues to grow with operators delivering more purpose built multiplexes and redeveloped locations with exciting cinema experiences for cinemagoers.
MVM’s circuit expansion and redevelopment projects in 2016 (to date):
VOX Cinemas – Galleria Rooftop (March 2016)
Reel Cinemas – City Walk (March 2016)
Oscar Cinemas – Barari Outlet Mall (July 2016)
VOX Cinemas – Nation Towers Galleria (May 2016)
VOX Cinemas – Yas Mall (May 2016)
VOX Cinemas – City Centre Deira (May 2016)
VOX Cinemas – Fujairah City Centre (May 2016)
VOX Cinemas – Ajman City Centre (July 2016)
2. Investment in Content
Back in 1991, Terminator 2 made headlines for being the first movie to cost $100 million to produce, making it the most expensive film ever by a fairly large margin. Today, T2 doesn’t even crack a list of the Top 200 most expensive movies ever made. That’s right! Since T2’s release, more than 200 movies have been made with reported budgets well worth of its 100 million dollars.
Look at 2016 alone. Hollywood is forecasted to have spent an estimated $2B in producing 2016’s Q2 major blockbuster releases.
2016 is also the biggest year on record for superheroes movies…
..and films based on video games.
It was said that 2015 was a record-breaking year at the box office, however 2016 is proving to be no different, and a lot more in expected from 2017.
Films you may know of releasing in Q3 of 2016 – expected to make it BIG at UAE box office
3. Cinema Remains An Important Local Media Touch-point
Combining the power of cinema with other formats of advertising ensures greater campaign effectiveness. And with the number of blockbusters releasing on a more frequent basis, cinema on-screen advertising has given brands an unparalleled opportunity to be as creative as the films that follow them.
Over the years, a number of brands have taken the leap to free themselves from the confines of advertising and explored the possibility of aligning their brand with a creative cinema execution. The result? Greater brand impact!
Top two integrated marketing campaigns of 2016 (to date) that included cinema:
Jeep – Product Placement in Batman v Superman: Dawn of Justice (March 2016)
Remember that scene from Batman v Superman: Dawn of Justice where Bruce Wayne (played by Ben Affleck) gets behind the wheel of the Jeep Renegade and is seen driving towards the destruction and nimbly navigating his way through the mayhem?
FCA US LLC and Warner Bros. Pictures joined forces for a one-of-a-kind co-branded partnership that included branded TV and cinema spots featuring the Jeep and Dodge brands, plus social/digital extensions that created powerful consumer engagement leading up to the official launch of Batman v Superman: Dawn of Justice.
MVM featured onscreen advertising spots for the commercial across our circuit of cinemas – integrating the same before each Batman v Superman: Dawn of Justice session.
Additionally, as part of the campaign, MVM offered an online banner for Jeep on the Reel Cinemas website, which when clicked on drove traffic to the BATTLE OF THE RENEGADES website – a thrilling interactive online experience where the viewer drives the story.
Nestle – 4DX Cinema Advertising (March 2016)
For brands launching a product with a new flavour or taste, 4D cinema technology can help ‘pack a punch’ with the feature of ‘smell’, and that’s exactly what Nestle KitKat capitalized on when launching its new line of KitKat senses (hazelnut wafer bars).
Nestle screened a 2D commercial with a ‘nutty twist’ – complemented by a scent of rich, mouth-watering hazelnut. The campaign – coordinated by MVM and VOX Cinemas, screened at VOX Cinemas Deira City Centre, Mirdif City Centre and YAS Mall (Abu Dhabi).
Other advertising mediums utilized for the launch included: Radio, YouTube, Social Media and an activation in partnership with UBER.
Cinema ensures consistent total audience delivery across all periods.
The medium truly delivers an ultimate environment for advertisers – distraction free environment with high ad recall, and a captive audience who cannot fast-forward or block ads.
Additionally, the value of integrated campaigns utilizing both on screen and off screen messaging has the potential to double, or even triple the impact a brand can make on moviegoers.
Embrace the value proposition of cinema advertising and make it an integral part of your media plan today! Contact a member of our sales team for more information on how you could align your brand with an upcoming blockbuster.
Year-on-year, with the sheer glut of blockbusters releasing on a more frequent basis, cinema on-screen advertising has given brands an unparalleled opportunity to be as creative as the films that follow them.
The more powerful and effective a cinema campaign, the greater the emotional response from an audience!
Keeping this in mind, here’s why 4D cinema advertising can achieve greater brand impact:
1. Encourages an active/assertive viewer experienceAudiences can’t just let a 4D movie happen to them; the overall experience demands that they be engaged in an active manner with what’s happening on screen. Similarly, 4D cinema campaigns guarantee audience engagement from start to finish.
Client Example:
Cadillac CTS – V Coup
Creative Execution:
To illustrate how the Cadillac V-series is ‘The Perfect Storm’, Leo Burnett created a 4D cinema campaign – working closely with MVM and VOX Cinemas, which screened at VOX City Centre Deira and Mirdif City Centre.
First, a 3D execution of the TVC was produced in order for viewers to virtually enter the eye of the storm. Then, with the assistance of large industrial fans installed on the walls of the cinema, the audience was able to feel the power and actively engage with the commercial.
2. Stimulates greater interest in a product, service or experience
Featuring motion seats and effects like rain, fog, wind, water, lightning and scents, 4D movies take audiences on a live action, immersive journey. Likewise, a 4D campaign has the power to navigate an audience on a strategically developed, brand specific virtual-reality tour – thus sparking heightened levels of interest.
Client Example:
Atlantis The Palm
Creative Execution:
To immerse the audience in the dazzling world of imagination, pleasure and 5-star luxury – ‘Check Into Another World’, Atlantis together with a Dubai based creative agency that worked closely with MVM and VOX Cinemas, utilized 4D cinema technology in the campaign that screened at VOX City Centre Deira and Mirdif City Centre.
Using a gentle breeze to delight, refreshing scents (ocean and gardenias) to relax and revitalize, and flying, rolling and bouncing seat motions to create a sense of joy, the campaign transported audiences to discover the luxury service and in-house experience extended to guests and visitors of the Atlantis.
3. Subconsciously triggers the element of ‘want’
Taste and smell are separate senses with their own receptors, yet they are intimately entwined to produce some of the basic sensations of everyday life. As the saying goes: “If you smell it, you will want to taste it.”
For brands launching a product with a new flavour, 4D cinema technology can help ‘pack a punch’ with the feature of smell.
Client Example:
Nestlé KitKat Senses – Hazelnut
Creative Execution:
For the launch of KitKat Senses Hazelnut, Nestlé screened a 2D commercial with a ‘nutty twist’ – complemented by a scent of rich, mouth-watering hazelnut. The campaign – coordinated by MVM and VOX Cinemas, screened at VOX Cinemas city Centre Deira, Mirdif City Centre and YAS Mall (Abu Dhabi).
4. Enhances audience engagement through virtual reality
Quite a few movies are still made for the purity of the storyline, acting and directing capabilities. However, the movies that perform relatively well at UAE box office belong to action, adventure and animation genres – which of course, work well with 4D cinema technology.
Therefore, 4D most often appeals to advertisers with an aim to engage an audience through means of sheer action and adventure. Why? Because the overall experience is live, engaging, adrenaline pumping and fun!
Client Example:
Toyota – FJ Cruiser Xtreme
Creative Execution:
In the face of an already crowded off-road segment, and confronted with the extreme challenge of launching the 2014 FJ Cruiser Extreme, Toyota together with GMASCO (working closely with MVM & VOX Cinemas) executed a 4D campaign – shortlisted at Dubai Lynx 2015, to achieve stand-out awareness of the many wonders of the formidable 4×4.
A region-first 4DX commercial that screened at VOX Cinemas City Centre Deira and Mirdif City Centre – alongside blockbuster movies Need for Speed and Fast and Furious 6. The ad utilized augmented environment effects such as seat motion, wind, rain, fog, lighting and scents to supplement the action sequences in standard video format – thereby giving the audience the feeling of every bump, splash and win… right in their seats!
Over recent years, more and more cinema operators in the region have invested in cutting-edge cinema concepts and technology (3D, 4D, IMAX) – pushing the boundaries of cinema-going.
4D is the next step in the movie-going evolution – engaging audiences to be part of the adventure whilst experiencing the entirety of virtual realty. This has also offered advertisers new and exciting formats of cinema advertising – all guaranteed to create greater brand impact.
It’s time to free yourself from the confines of advertising and explore the possibility of aligning your brand with a 4D movie releasing over the months ahead.
MVM is the official cinema advertising partner of VOX Cinemas with 4DX screens at City Centre Deira, Mirdif City Centre, Mall of the Emirates and Yas Mall (Abu Dhabi), and Reel Cinemas with an MX4D screen at The Dubai Mall.
Contact a member of our sales team for more details.
Sources: WHAT’S ON, Dubai Lynx, MENA Cristal, Dubai PR Network
