There has been a rapid increase of investment by advertisers in cinema advertising, the luxury brands are not far off.
Today, there are countless of options for luxury brands to tell their stories. To choose the right platform, advertisers need to tap into the consumers cluttered mind, which is exposed to advertisements on a daily. One way to ensure that the brand breaks through this clutter is by raising the intimacy the consumer shares with the brand.
Important findings from the latest 2019 Brand Intimacy Report by MBLM and attributes of cinema advertising which help build Brand Intimacy among cinemagoers, gain a better understanding of ‘Brand Intimacy’ and more.
Understanding Brand Intimacy
Brand Intimacy is defined as the emotional science that measures the bonds we form with the brands we use and love. These bonds are reciprocal and are fueled by emotion. Brands that build stronger bonds create stronger business return and longevity.
According to the 2019 Brand Intimacy Report, consumers are more willing to pay price premiums for Intimate Brands and less willing to live without them.
“Brands in the luxury category rely on creating, sustaining and developing stronger emotional relationships with their consumers. We’ve seen a tremendous increase in the industry around the enhancement and ritual archetypes, indicating that their consumers are changing their relationship to brands in the luxury category,” states William Shintani, managing partner of MBLM.
Latest MBLM Report 2019:
In 2019, the luxury industry remains in the 7th rank out of the 15 industries showcased in the 2019 Brand Intimacy Report.
Dior rises to the top of the luxury industry, followed by Chanel at #2 and Louis Vuitton at #3. The Top 10 is rounded out by Cartier, Dolce & Gabbana, Armani, Gucci, HugoBoss, Burberry, and Hermès respectively.
Enhancement and Nostalgia are fastest growing archetypes (the type of emotional relationship between a person and a brand) in the luxury category.
31% of users report being in one of the three stages of intimacy (sharing, bonding and fusing) with the luxury industry.
Notable findings for the luxury industry include:
MBLM leverages the yearly study to help advertisers create, sustain and measure ultimate brand relationships. To download the full Brand Intimacy 2019 Report, please click here
Attributes of Cinema to Build Brand Intimacy
Cinema has the strongest combined brand impact of any medium, according to research by Millward Brown, commissioned by Digital Cinema Media.
Millward Brown brought together the combined learnings of 183 CrossMedia case studies from across Europe, 88 of which were in the UK, and examined how each medium performed against five metrics.
Pound-for-pound, cinema outperformed all of the other media in all but one of the five metrics.
Why choose cinema as a medium for advertising?
Cinema is the strongest medium for making brands memorable with a return of investment (ROI) of 2.9 per cent, ahead of TV with an ROI of 2.5 per cent.
Cinemas deliver greater recall and resonance for audiences than any other AV channel, now is a better time than ever for marketers to invest in cinema advertising to build their brands.
Ideal Environment for Advertising
Dark Auditorium & Distraction Free – All eyes on the big-screen and attention guaranteed without interruptions.
Everything About it is BIG
Larger Than Life Image – Consumers notice cinema ads as they make real use of the big screen with impressive graphics, panoramic landscapes and unusual visual displays.
Exceptional Audio
Surround Sound & Booming Bass – Sound is a key part of the cinema experience, with the best ads using it to optimize its effect.
Captive & Receptive Audience
“Opt in” Medium – With the audience choosing to go to the cinema, your brand reaches out to a relaxed and receptive audience.
In addition, cinema offers 360-degree exposure and innovative opportunities to brands – utilizing both on-screen and off-screen advertising. Ranging from sampling, activations, promotions and many more activities, advertisers can now compliment and support their on-screen ads with off-screen advertising for greater brand impact.
The tendency of people towards cinemas is increasing day by day. According to a survey, since 2008, the total number of people visiting cinemas increased by 24 percent, with 75 percent of the adult population. During the shows, with an excess of 87 percent of moviegoers exposed to the ads, cinema’s appeal is continually reaching to more and more people which provides a powerful way for advertisers to reach audiences.
Target luxury niche audiences using Cinema
With an increase in the number of blockbusters releasing across the region and an equal increase in the number of cinema admissions each year, there’s no doubt that cinema remains an important platform for entertainment – catering to all ages and nationalities, and advertising in the region.
Luxury cinema concepts are very high-end and upscale – designated plush lobby areas, comfortable leather reclining seats, bespoke F&B offerings and a personalized waiter service, which elevates the movie going experience for consumers with a sophisticated mindset.
Such cinemas create small, intimate and curated relationships with sophisticated audiences which are more viable for luxury brands than mass awareness-seeking media campaigns.
Brand Storytelling is increasingly becoming the new way to create meaningful dialogs with luxury consumers – and there’s no better place than cinema for showcasing such content.
Luxury cinema concepts are no longer specific to certain operators. Today, most reputed cinema operator across the region offer unique luxury cinema experiences – catering to audiences of varying levels of sophistication.
Over the last two years, cinema operators have invested a great deal on expanding and upgrading their respective cinema multiplexes. From luxury cinema screens, to cinemas designed focusing on the little ones, the cinemas are now catering to a variety of demographics than ever before.
This upgrade includes the revamp of existing luxury cinema screens and the introduction of luxury cinema concepts and stand-alone boutique cinemas.
Luxury cinemas are intimate and private with fully reclining armchairs and adjustable footrests arranged in pairs with their own private table. The seating is tiered for unobstructed viewing.
The sheer opulence and indulgence of these luxury cinemas also offers unsurpassed levels of service. Drinks and snacks are served on-demand throughout the movie and the menu offers a range of premium food options.
An exclusive lounge facility is adjacent to each of these luxury cinemas – to deliver an intimate cinema experience for guests.
Motivate Val Morgan serviced cinemas that offer luxury cinema experiences include: VOX Cinemas (regionally), Reel Cinemas (UAE), Oscar Cinema (UAE), Cine Royal Cinema (UAE) and Cinemacity (UAE).
Partnering with the late celebrity Michelin star chef Gary Rhodes, VOX Cinemas introduced a new luxury THEATRE by Rhodes – the first concept of its kind in the Middle East in September 2015 at its Mall of the Emirates cinema location.
THEATRE by Rhodes delivers the most innovative and customer-focused experience, presenting movie lovers with a full food and beverage menu –prepared by in house chefs who are all trained to meet the internationally renowned Rhodes’ standard.
From a state-of-the-art auditorium to the large leather reclining pod-seats, waiter service and exclusive lounge, THEATRE by Rhodes is luxury cranked up to the max – effectively an upgrade on the VOX Gold Class cinema experience.
THEATRE by Rhodes is solely available at VOX Cinemas: Mall of the Emirates (UAE – Dubai), Yas Mall (UAE -Abu Dhabi) Nation Towers (UAE -Abu Dhabi), Doha Festival City (Qatar) and The Avenues (Bahrain).
Example Luxury Brand Cinema On-Screen Campaigns Booked Through Motivate Val Morgan:
Cartier
Tiffany & Co.
Tag Heuer
Why choose to partner with Motivate Val Morgan:
Motivate Val Morgan’s coverage includes over 480 cinema screens across 55 cinema locations in the Middle East – UAE, Lebanon, Oman, Egypt, Qatar, Bahrain, Saudi Arabia and Kuwait. We partner with leading cinema operators who offer luxury cinema experiences and have a presence in the best shopping malls across the region.
With an incredible slate of content coming to the big screen in 2020, cinema is set to once again appeal to a wide range of demographics.
Contact a member from our sales team for more information on cinema advertising opportunities that target affluent and sophisticated audiences.
Sources: Aviamost, Forbes, CampaignLive
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
Abu Dhabi’s biggest VOX Cinemas opens at The Galleria Al Maryah Island
VOX Cinemas has added yet another location to its portfolio in Abu Dhabi. The brand new multiplex at The Galleria Al Maryah Island – located on the fourth floor of the North Atrium, opened its doors to cinemagoers on Thursday 5th September 2019.
VOX Cinemas – The Galleria Al Maryah Island offers an impressive 21 screens with a total seating capacity of 1,738 seats. The cinema is home to Abu Dhabi’s first IMAX screen (next-generation laser projection system to deliver stunning, crystal-clear images on the biggest screens for the world’s most immersive cinematic experience) and also includes Theatre by Rhodes (where fine food meets films) and Kids (designed especially for little movie lovers) screens. It is a cinema for all kinds of moviegoers – families with kids, luxury lovers and experience seekers.
VOX’s homegrown signature F&B outlets – Nutella Bar, Pizza Al Taglio and Kitchen 35, will also be available on site.
“VOX Cinemas continues to provide a compelling attraction for communities and our latest venture on Al Maryah Island is testament to its enduring appeal and success. We cannot wait for movie fans to experience our largest cinema in the capital and enjoy the many immersive cinema concepts we offer, including IMAX with Laser, an unrivalled and unmissable technology in the world of film,” commented Cameron Mitchell, CEO, Majid Al Futtaim Cinemas and Majid Al Futtaim Leisure and Entertainment.
The Galleria Al Maryah Island will reinforce Majid Al Futtaim Cinemas’ status as the fastest growing and most innovative cinema exhibitor in Abu Dhabi. The cinema exhibitor presently operates 440 screens across 44 cinema locations in UAE, Oman, Lebanon, Qatar, Egypt, Bahrain, Kuwait and KSA.
We at Motivate Val Morgan would like to congratulate VOX Cinemas on the opening of the cinema at The Galleria Al Maryah Island, 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 VOX Cinemas – The Galleria Al Maryah Island in Abu Dhabi.
Related Articles:
New VOX Locations in Dubai and Abu Dhabi
Source: albawaba (Business)
Congratulations to the winners of the MVM Oscars Challenge 2019:
Having answered 7 out of 8 questions correctly, Gerald and Priyanka won 2 x VOX Cinemas luxury movie passes (each) to watch a movie of their choice at either a Theatre by Rhodes or Gold by Rhodes cinema.
This year, Bohemian Rhapsody led the 91st Academy Awards – which took place on Sunday 24th February 2019, taking home four Oscars in the actor, film editing, sound mixing, and sound editing categories, while Black Panther surprised with wins in production design, costume design, and original score.
Click here to access a comprehensive list of Oscar Winners in 2019.
Source: Variety
VOX Cinemas recently added two new locations to its portfolio – Al Jimi Mall in UAE and City Centre Suhar in Oman.
On Thursday 24th January 2019, VOX Cinemas opened its first location in Al Ain (UAE) at Al Jimi Mall. The cinema is home to 8 screens with a total seating capacity of 646 seats, and includes MAX, Kids and Theatre by Rhodes experiences.
On Tuesday 22nd January 2019, VOX Cinemas opened its second location in Sohar (Oman) – City Centre Suhar. The cinema is home to 9 screens with a total seating capacity of 996 seats, and includes MAX and Kids experiences.
With the addition of these two new locations, VOX Cinemas presently operates 200 screens across 18 locations in the UAE and 58 screens across 12 locations in Oman.
Contact us for more information on cinema advertising opportunities across all locations operated by VOX Cinemas – UAE, Oman, Lebanon, Egypt, Qatar, Bahrain, Kuwait and Saudi Arabia.
On June 8th 2018, VOX Cinemas – City Centre Mirdif launched 10 new screens – bringing its screen count to 20 screens and seating capacity to 2573 seats.
The cinema now includes 10 regular screens, 2 VOX MAX screens, 4 THEATRE by Rhodes screens, an IMAX Sapphire screen, a 4DX screen and 2 VOX Kids screens.
The expansion of VOX Cinemas – City Centre Mirdif is part of Majid Al Futtaim’s AED 335 million enhancement project at the mall which also includes:
Mohamed Al Jasmi, Senior Mall Manager of City Centre Mirdif – Majid Al Futtaim said, “We are pleased to release phase one of City Centre Mirdif’s AED335 million enhancement project which will add value to the mall’s existing world-class facilities. We are committed to delivering an unparalleled shopping experience as the needs and expectations of our customers evolve and look forward to introducing the new VOX Cinemas complex and mall prayer rooms next year.”
The redevelopment of existing assets such as City Centre Mirdif is a key element of Majid Al Futtaim’s overall UAE strategy announced in June 2016: to open 10 new City Centre destinations, 28 cinemas, 40 Carrefour supermarkets and a 740,000 sqm community, by the end of 2020.
Sources: City Centre Mirdif (Press Release) and VOX Cinemas
