Question

Topic: Advertising/PR

Handling Cinema Ads

Posted by Anonymous on 11/22/2004 at 9:35 PM ET 125 Points
I will be advertising my company through cinema ads for at least the first month we are open. I expect to maintain the ads longer than that, but that is the minimum time frame I feel will be neccessary to bring about awareness of the product.

I think I need to find an agency that can create and place the ads, in 6 specific theatres in Northern Virginia and the Rappahannock region. I know what I want the ads to look like, and I could create them myself, but I am pretty unsure when it comes to dealing with the technical aspects of set up for the screen. I also want to make certain they look professional, because the product has an elite flavor that would suffer if the ads were not as 'glossy' as the product.

Each of the major cinema companies has inhouse production facilities. The ad is produced as a slide. If the cost of advertising in all 6 theatres is too high, I will use only one set of theatres (Regal Cinema's, as they are in the better neighborhoods overall.)

I only have pricing estimates for NCN, which would be approximately $10,000 for 6 months coverage (including production cost.) In that time, the ad would be shown an estimated 1,448,960 times, in 3 theatres, on 18 screens.
I realise this isn't exactly targeted marketing, but since the product is virtually unknown here and my territory contains only a small percentage of renters, I think it will be very productive for me. Any caveats?

Does anyone here have experience with cinema ads? Should I hire out the slide production to an agency or use the inhouse facilities? Should I do all the layout myself? Whaaaat? (Forgive the whining!) I'm just not sure how to progress from here.

Any guidance is welcome!
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RESPONSES

  • Posted by darcy.moen on 11/22/2004 at 10:10 PM Accepted
    The local company here in Regina is doing a slide show using Powerpoint. Hardly a high end product. Got Powerpoint? You can make your own, and burn them to disk.

    If you want a high end slide show, do a web search, or ask around to some of the convetnion centres near you. The convention centrers may know a powerpoint expert you could hire.

    Check some of the local business skill schools. You might be able to hire a gifter student for a reasonable rate.

    My two cents worth.

    Darcy
    Customer Loyalty Network
  • Posted by SRyan ;] on 11/23/2004 at 1:17 AM Accepted
    A 20x40 foot screen isn't all that different from a decent PowerPoint slide!

    If you're imagining .ppt files with text bullets and canned clipart, forget about it.

    What you DO need is an eye-catching slide/billboard. It doesn't matter if it's delivered via Ppt or another digital tool.

    Has the cinema told you what the cost would be if you outsourced the design?
  • Posted by SRyan ;] on 1/2/2005 at 12:51 PM Member
    Rikki, I don't see your email address on your Profile page, so I'll try to get your attention here!

    Someone just posted a question that you might be able to shed some light on:

    https://www.marketingprofs.com/ea/qst_question.asp?qstID=4845

    Hope things are going well for you!

    - Shelley
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