Cinema advertising is a highly engaging and receptive advertising medium that will get your message in front of a broad and unique audience. In 2008 cinema advertising proved to be one of the fastest-growing media according to the Cinema Advertising Council (CAC). CAC reported an increase of 5.8% in revenue sales from 2007 resulting in a total of $571.4 million for 2008.

One of the most economical forms of cinema advertising is pre-show on-screen advertising. The pre-show runs prior to the trailers and feature film. Cinema pre-shows engage the audience with trivia questions, commercials and music in various combinations to garner and maintain the attention of the audience.

When part of a cinema audience, patrons are highly engaged since distracting behaviors such as being on a cell phone and talking in a theater are not tolerated. These social norms make for limited interruptions and maximum attention by viewers.

When audience members engage in the trivia within the preshow they are more likely to identify and recall the product or service that was being advertised long after they leave the theater. In fact, eight out of nine audience members actually prefer a preshow versus a blank screen, while three out of every four cinema patrons who are shown the on-screen cinema advertising report paying attention to it. This undivided attention plays well into cinema advertising.

The best time of year to place a cinema ad is during the summer months, May through September. Throughout these months, TV viewing is at its lowest point due to an increase in seasonal vacations and outdoor activities. Consumers are also anxious to see the next big summer blockbuster release.

While a peak time for cinema, summer is not the only time you should utilize movie theater advertising. Weekends throughout the year see a drastic increase in traffic. Seventy-five percent of all people who go to the movies do so on the weekends.

Why You Need To Buy Cinema Advertising:

• 69% of all Americans go to the movies at least once every year.
• 97% of moviegoers go with at least one other person, making it America’s #1 leisure activity.
• 2009 saw approximately $10.6 billion in the box office, making it the highest grossing year ever.
• 3% of all movie releases in 2009 were of the 3D variety, yet those movies made up almost 20% of the cinema revenue.
• Adults are three times more likely to be seen at the movies than bars/nightclubs.
• In 2009 more people went to the movies than attended Theme Parks and Sporting Events combined.
• 75% of cinema’s audience is derived during weekend showings.
• 45% of moviegoers eat out before or after the movies while 21% go shopping.
• When surveyed, 66% of moviegoers preferred cinema ads to television ads.

–Kyle Hill, Assistant Media Buying Intern, wants to see his Reds win the National League Pennant.

(Statistics via national studies: NRG, MRI, Box Office Mojo, MPAA, Nielsen Media Research, Lieberman Research Group)