The Rundown on Cinema Advertising

› Published by

Cinema advertising consists of all advertising that is done within a movie theatre complex. These are categorized into two types, which are on-screen advertising and in-lobby advertising. They can be used together or independently of each other. Whether you plan to use on-screen or in-lobby, both attract the highly-desired and hard-to-reach audience of moviegoers. Let’s take a look at a rundown of each type.

On-Screen Advertising

With phone usage being discouraged in the theater, on-screen advertising capitalizes on captive audiences to make a lasting impact.

When people think of cinema advertising, the first thought that typically comes to mind is on-screen advertising. On-screen advertising makes up all the commercials that are shown on the screen before the film starts. It offers great advantages with the appeal of a captive audience, viewers who are not distracted by phones, and ads that can be targeted to an audience based on the film being played. On-screen advertising provides an immersive experience given the large screen, dark room, and surround sound combination. In recent years, marketers are playing up this experiential environment through 3-D ads and interactive ads that involve audiences using downloaded apps like Shazam. For best practice, on-screen advertising should have concise messaging, clear visuals, text that contrasts its background, and voiceovers with around 70 words for every 30 seconds.

 

 

In-Lobby Advertising

In-lobby advertising provides innovative touchpoints to draw moviegoers’ attention as they wait in line at box offices and concessions.

With in-lobby advertising, moviegoers are engaged during their ticket purchase and wait time through box office handouts, standees, counter cards, 3-D ceiling danglers, demos, and plasma screens. They are also reached with branded concession items like popcorn bags, soda cups, and specialized kids packs. In addition, these advertising elements can include peel-off game pieces, and theatre-based contests and sweepstakes to create interactive advertising that directly engages consumers beyond the big screen. In-lobby advertising includes integrated marketing opportunities that allow advertisers to reach consumers throughout their entire movie-going experience.

 

 

 

If you plan on using cinema advertising for an upcoming campaign, make sure to check out BillboardsIn.com to get you started!