Cinema advertising spend appears to be increasing due to its audience targeting, technology investments and blockbuster hits. · 2015 saw 20.8% growth in advertising revenue to 238 million driven by blockbusters including Star wars and James Bond. · 2016 predicts further 4% growth. · 1st quarter 2016 saw 26% increase yr on yr. Cinema recommends advertisers build brands to provide a long term value and a sustainable growth in return. By utilising the 90-second slot with cinema specific creatives and understanding cinema audiences provides the first step to brand building where advertisers can tell a great story around the brand, entertaining the audience who have come to watch a storytelling film. For example, Airbnb launched a split-screen experience in the, UK for its ‘Don’t go there. Live there’ campaign. It gave cinema audiences the ability to see two alternative travel experiences simultaneously by using specialised bifocal glasses that employ adapted 3D technology. http://www.sawa.com/ Cinematic innovation also allows advertisers to use 4D screenings that use mechanics in seats to move viewers, pump smells and spray water to reflect the action on the screen, it’s all about the audience experiencing things together socially and then sharing this o social media. The English National Opera (ENO) found that targeting also increases effectiveness of cinema. They focused it’s cinema activity on one region enabling it to run activity for 11 weeks in premium releases, it showcased it’s Madam Butterfly opera highlighting the visual appeal of the production and increased it’s sales targets by 6% . By appearing in cinema it positions itself as a blockbuster production whilst allowing it to showcase the visually appealing...
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