Before we get to the article itself, I have a confession to make: I can’t stop thinking about a forthcoming trip to the local cinema to see Jurassic World. Yes, the last two were a bit of a let down, but the first was a seminal moment in my film going life, a film that (via the medium of scaring me witless), seared itself onto my consciousness. I have been excited for a couple of weeks; excited for the film, sure, but also for the oversized, overpriced bucket of popcorn, the dark anticipation of the theatre and even the adverts beforehand. Because the adverts and trailers are as much a part of cinema going as anything else, an intrinsic and necessary part of the of the experience for as long as any of us have been going to the cinema.

 

What other format delivers such a primed and engaged audience? I honestly can’t think of one off the top of my head. But then, what with dinosaurs taking up so much space there might not be room for much else.

 

Let’s try and focus for a moment and take a look at some of the reasons why advertising in the cinema is so effective.

 

A receptive audience with a positive mindset

 

The audience wants to be there, they planned to be there, intend to enjoy themselves and are ready for the evenings entertainment, ads and all.

 

The audience in the cinema is captive and has a high recall

 

As above, few other formats deliver audiences that are more engaged in the brand messages. The audience can’t switch, could hardly avoid the massive, premium screen if they wanted to (or the bass surround), and display better ad recall as a result. Add decent creative to the mix and you have all of the ingredients for a high-performance advert.

 

Affluent and educated consumers

 

Obviously, different films attract different target demographics, but people who go to the cinema a lot tend to be young, early adopters and have money to spend. Not a bad mix.

 

Target Local Audience

 

Different locations provide specific location based audiences. Local ads are targeted, flexible and affordable, and as a result very suitable for local brands.

 

Wondering whether a cinema advert might be suitable for your brand? Want to discuss the relative merits of Chris Pratt and Sam Neill? You know what to do.