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
Reel Cinemas recently launched 10 new cinema screens at Al Ghurair Centre – giving the neighbourhood a brand-new place to catch the latest blockbuster releases.
Having originally opened to the public with 8 screens back in April 2019, Reel Cinemas now operates 18 screens at Al Ghurair Centre which includes a variety of experiences such as Platinum Suites, Reel Junior for the little ones, an ultra-high-tech premium Dolby Cinema screen and dedicated screens for family-friendly movies.
Cinemagoers will also be able to get their hands on a variety of snacks which include the classics such as popcorn, sweets and soft drinks, plus hot food such as samosas, jalapeño poppers, bhajis, butter chicken fries, and even crêpes.
With the addition of the 10 new screens at Al Ghurair Centre, Reel presently operates 67 screens across 7 locations in the UAE.
Contact us for cinema advertising opportunities at Reel Cinemas.
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Source: Time Out Dubai
Reel Cinemas unveiled the initial phase of its brand-new cinema at Al Ghurair Centre in the UAE on Monday 22nd April 2019.
The first phase of the cinema features 8 screens with a total of 1,210 seats, and is located within a dedicated wing across two floors.
Al Ghurair Centre – the region’s first shopping destination and one of Dubai’s longstanding flagship icons, is located in Deira, the heart of Old Dubai, and features over 270 brands and more than 50 restaurants.
This new state-of-the-art cinema follows Reel Cinemas’ latest strategy of digitisation with a focus on reshaping ‘moviegoing’ as a distinctive ‘lifestyle experience’.
Commenting on the opening of the new location, Sami Al Hakeem – Vice President of Al Ghurair Centre said, “The opening of Reel Cinemas has been carefully planned to offer a completely new experience within this part of Dubai and further enhance our daily visitors shopping & leisure experience. This launch is the first of several new brands and announcements lined up for this year under the revitalisation strategy that was launched last year. The all new Reel Cinemas megaplex will be the latest addition aiming to diversify and revitalise the leisure & entertainment offering at Al Ghurair Centre.”
“We are aiming to innovate across every touch point and offer an urban shopping and entertainment experience to our guests,” he added.
Spread across 75,000 sq ft, Reel Cinemas is set to launch its remaining 10 screens at Al Ghurair Centre later this year. With the completion of phase two, the new megaplex is expected to include a total of 18 screens with a total of 1,800 seats, and will feature Platinum Suites, Dolby Cinema and Reel Junior.
We at Motivate Val Morgan would like to congratulate Reel Cinemas on the opening of its new cinema at Al Ghurair Centre, and as the exclusive cinema advertising partner, welcome this new location to our circuit in the UAE.
Contact us for more information on cinema advertising opportunities at Reel Cinemas – Al Ghurair Centre.
Related Articles:
Reel Cinemas Opens New Cineplex at The Springs Souk
Reel Cinemas Launches First Dine-In Cinema at Jebel Ali Recreation Club
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Reel Cinemas | The Dubai Mall | New Platinum Suites and Screen X
Sources: Images Retail Me and Arabian Business.
A new luxury cinema experience awaits movie-goers at Reel Cinemas – The Dubai Mall. A never-before concept has been unveiled, offering cinemagoers a new experience that raises industry benchmarks.
Set to personally pamper every filmgoer, with several upscale amenities, the ultimate movie-star experience awaits at the Platinum Movie Suites of Reel Cinemas – The Dubai Mall!
With luxurious pod-style seating, guests can enjoy unrivalled privacy, together with savoring five-star gourmet choices – all fresh and made to order – Reel Cinemas new Platinum Movie Suites are the perfect venue for those looking for a deluxe experience.
The partnership between Reel Cinemas and CJ 4DPLEX, has resulted in the launch of Screen X at The Dubai Mall – a new and mind-blowing kind of cinema experience.
Screen X is the first multi-projection system in the world to provide cinemagoers with a 270-degree panoramic view, and The Dubai Mall venue is now one of a select few in the Middle East, with just 142 currently existing around the world.
Projected onto three walls, specific sections of the footage being shown are expanded to produce an immersive image that brings new meaning to the term ‘widescreen’.
For more information, visit the Reel Cinemas website.
Contact a member of our sales team for cinemas advertising opportunities at Reel Cinemas – The Dubai Mall, Dubai Marina Mall, Jebel Ali Recreation Club and Rove Downtown.
Sources: albawaba (Business) and The National (Lifestyle)
