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Cost Of Cinema Advertising, How To Compare
Posted By: richard.chen on 7/23/2005 4:41 AM (CST) 50 Points
I am looking into the possibility of advertising in cinema but have no idea what the costs involved are and what is a reasonable cost and how I should compare different costs and locations and theatres. Can anyone please help point me in the right direction? And give me some idea what they may cost in the Boston, Dallas, and DC areas pls?

Posted by: coupon man Accepted Answer
7/23/2005 11:42 PM (CST)
for info. on movie screen advertising check out www.screenvision.com the world's largest movie advertising co... they offer all kinds of options...from screen "billboards" to actual commercials...they also offer advertising on concession cups, tickets, posters, etc...

hope this helps.
 
Posted by: SRyan ;] Member Response
7/24/2005 4:27 PM (CST)
Look at this thread that other members have already answered on this forum:

» Before-movie advertising
 
Posted by: suneel.yadav* Accepted Answer
7/26/2005 5:46 PM (CST)
Hi

I think the way to go-ahead will be to prioritise the following:
a. The areas where the ciname halls are located. This should be according to the product that you are selling and the demographics accordingly
b. Look at cinema halls which showcase movies that are watched by your Target group
c. As regards costs, the costs will be your basic production costs- teh media costs will be much lesser than advertising on TV/ Press

Hope this helps

Thanks
 
Posted by: candace.petersen* Accepted Answer
7/30/2005 3:31 AM (CST)
There are two forms of "pre show" advertising in cinemas. The first is the old fashioned static powerpoint slides run on a slide projector ahead of the show. The second, newer form is a form of narrowcasting. Basically there is a loop (20 minutes or so) shown ahead of a movie - and a company (such as Cinema Screen Media, Kodak) programs the preshow content as a series of ads as short as 15 seconds in length. Narrowcasting allows you to chose the number of screens, locations (city or by chain), time of day or type of movie for your ad to be shown in the pre-show loop.

One of the best examples of this type of ad is the THX ad (the little man that runs around the THX sign). This is a branding ad as opposed to a "call to action" ad - which is not so great unless you are selling something in the lobby.

Expect to pay about the same as outdoor advertising or $3 CPM. You can ask for "pay for view" as theaters have the counts of how many people were in a particular movie.

Hope this helps...
 
Posted by: jmueller* Accepted Answer
8/2/2005 3:27 PM (CST)
I am in a market smaller then the ones you mentioned,
however I had a client advertise with Unique Screen Media.

We were orginally quoted $1500 per month to be all on screens for the month on the continous loop. We had a 30 second actual commercial. They required that we use their production and the cost was $500.

We haggled down to $900 for the month and a free production with a 3 month committment. This commercial was to be seen by 325,000 individuals on a monthly basis.(The count did not include all people visting the theater or those under 18, but how many unique individuals over 18 visted the theather in a month).

So, the price like all media is negotiable! As is the production. I would expect in your market to pay closer to $2000-$3000 per month depending on the number of screens.

For what it is worth, I was diappointed with the results and did not renew. The ad we placed was for a car dealer and they ran many of my client's competitors immediately prior and following our commercial. An ad loses it's effectiveness when 3 Chevy dealers run their commercials back to back. Conversely, when I went to the movies recently, I did notice most people where watching the commercials and looked away during the slides. So, I am convinced people pay attention and this would be a great medium for a call to action commercial.

The commercials that I overheard folks commenting on were a dentist with a tooth whitening special ("that's a great deal, I should get mine done") and a chiropractor offering free consultations("you should go and find out what's wrong with your back.") So, if you have a call to action and a special price for a common product-it's an affordable way to get in front of a lot of people.
 
Posted by: stephanie.brewer Accepted Answer
8/5/2005 2:47 PM (CST)
I know that cinema owners will tell you differently, but I honestly don't see the value in cinema advertising. I go to the movies on a regular basis (2-3 month) and yes I might see an ad while I'm there, but I couldn't tell you who those ads are for or what they were selling...let along a phone number or address or web site where I can get more information...Very few people are going to take out a pen and paper and write down the information.
Good Luck
 
Posted by: lwoody* Accepted Answer
8/5/2005 10:28 PM (CST)
I didn't see the value in cinema advertising, either, because I own a pure-play online retail business. But it wouldn't go away. I kept running into people who heard about something from a cinema ad (2 even rummaged around for their notes; one on a receipt and another on his cell phone). Even more people were telling me they thought I should advertise. I've heard 2 success stories (my sister's friend, a graphic designer, and our community college).

So I looked into it.

First, I found a study by Arbitron on audience receptiveness to cinema advertising, recall rates, socio-economic factors for cinema audiences, average time moviegoers sit in theater before the film starts, etc. (get it at http://www.arbitron.com/downloads/Arbitron_Cinema_Study.pdf).

After reading these factors, I decided to test it in the geographic area that produces the most customers for us, and advertise our best-selling product. We're in 4 theaters with a total of 47 screens, all shows, all day. Estimated traffic is 3,000 people per cinema (building) per day, for a 26-day total of around 265,000 people, which allows for the approximately 15% of moviegoers who go to the movies more than once a month. Total was $2,000 for the remainder of August (starting today), including production/duplication.

I need to sell 133 units to pay for the ad, and that's just looking at it from a strictly sales perspective (not branding or awareness). My goal is anything better than .0005 conversion rate, which is 5 hundredths of 1 percent.

The challenge is tracking. We're still small enough that a spike in sales from that area for this product would be pretty obvious. However, as we grow, I will want a more accurate way to track sales.

I hope sharing the specifics of my situation is of help to you. Feel free to email me at the end of August to see how it went. I'll either be booking a cruise to Alaska or crying in my beer.
 
Posted by: carrie77 Moderator Response
8/11/2005 7:56 AM (CST)
Hello all. I am closing this question since it's more than 2 weeks old. We do this to reward the contributions of participants in a timely manner + to give increased visibility to the newer questions.

Thanks for participating!
Carrie (Production Editor)
 


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