Magazine article Marketing

Opinion: The Marketing Society Forum - Why Is Cinema Such a Love-It-or-Hate-It Advertising Medium?

Magazine article Marketing

Opinion: The Marketing Society Forum - Why Is Cinema Such a Love-It-or-Hate-It Advertising Medium?

Article excerpt

In Marketing's ranking of the top 100 advertisers last week, 54% spent nothing on cinema in 2007, while 30 boosted spend on the medium.

CILLA SNOWBALL, CHAIRMAN AND CHIEF EXECUTIVE, AMV GROUP

Cinema is still a 'love it' medium from a craft, commercial and experience perspective.

Attendance was at its highest for 40 years in July last year. There are more releases - 500 in 2007 - and Batman, Bond, Sex and the City and Indiana Jones to look forward to this year.

The product and experience are in good shape, and cinema is one of the last remaining media where you can be sure of the attention of a captive audience; not to mention the creative opportunity.

Cinema is the first to fall on a cost-cutting schedule, but its impact and recall ratings should make it more of a 'love' medium and move it past a pure cost-efficiency argument.

HUGH BISHOP, CHAIRMAN, METEORITE

I love it. Airing a creative ad in the cinema, a cathedral of creativity, alongside a work that is the product of hundreds of crew over years of development is the ultimate homage to, and the greatest test of, the creative idea.

As the warm-up to a Coen brothers or Tim Burton film, the ad is not expected to compete on production values, but it must deliver bags of entertainment value and emotion. Brand owners fear it because the big screen is for big ideas.

Cinema raises the bar for creative and ignites the imaginations of audiences in a way that broadcast does not. The audience is in a receptive state of heightened anticipation, so what better environment exists in which to showcase creative? …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.