Partnering with Cinemas

In any down economy, movie attendance has always kept up, and in many ways has increased as a relatively cheap form of entertainment. That was no different this past year, where worldwide ticket sales increased by 7.6% to $29.9 Billion (Reuters 2010).

The US/Canada market saw a 10% growth in admissions to $10.6 Billion from 2008 to 2009.

-MPAA 2009

This growth makes movie theaters an increasingly attractive place for marketers to connect with their consumers. Not only are people in an enjoyable environment, but with the increasingly creative ways marketers are engaging with their consumers via mobile coupons, interactive booths, and interactive ads, you can make a memorable impression.

PRE-COMMERCIAL ADS

THINK OUTSIDE THE TV BOX

Take it from the studios--before a trailer runs nationally on TV, it usually will run teaser campaigns on the big screen. Now of course the studios are reaching people who like to go to the movies; however, keep this in mind 75% of cinema patrons eat out either before or after a movie, and most people in the U.S. go to the theater at least once each year.

When Taco Bell launched their Roosevelt campaign they first debuted it on the silverscreen before rolling it out on TV a week later.

MOBILE PROMOTIONS

WITH COUPON REDEMPTION UP 27% FROM LAST YEAR, SAVING MONEY IS A HUGE PRIORITY FOR CONSUMERS NO MATTER WHERE THEY ARE

Last fall, to reward its customers, Sprint set up 500 in-theater bCode mobile coupon kiosks.

During the pre-roll ads, Sprint customers could text in various discount offers that appeared on the screen. Once they received the confirmation they went to the kiosks and printed their coupons out for 50% off popcorn, or $2 off their soda. What a nice treat!

SHOWROOMS

MOBILE TOURS AND SHOWROOMS ARE POPULAR PROMOTIONAL TOOLS AND NOW THEY ARE AVAILABLE IN THEATERS

When Hewlett Packard launched its "Touch the Web, Print the Web" multi-media campaign in late 2009, the team quickly determined consumers needed to physically touch its products to truly experience it.

To achieve this, HP rolled out a cinema campaign with in-lobby demos. These lobby dominations were in 15 theaters and included holographic kiosks, banner signage, and booths for live demonstrations.

To demonstrate the printer and make the connection movie tickets were printed.