Theaters are once again sounding like an attractive advertising medium. In fact, there are several reasons that make cinemas a particularly interesting advertising medium.
Without a doubt, this has been the summer of theaters. The coincidence of two such successful and different films, Barbie and Oppenheimer, competing —or not? - has been providential in bringing half the world to the cinema and leaving the huge dent made by the pandemic at the box office forgotten. One month after their release, the two films had grossed more than 2 billion dollars worldwide, of which 1.282 billion for Barbie and 718 million for Oppenheimer.
Whether this is an isolated phenomenon or a precedent for other releases this season, the situation has not gone unnoticed by advertisers. The cinema is once again sounding like an attractive advertising medium and, in fact, Warc's latest report projects that, in the UK, cinema advertising spend will grow by 20.8% by 2023.
The truth is that there are several reasons that make cinemas a particularly interesting advertising medium. Let's look at them:
On the other hand, cinema has typically had a disadvantage as an advertising platform: its performance was not measured. Beyond box office data, which could and can tell you what success the film in question is having, it wasn't possible to know what targets you were reaching in theaters or how these insertions related to those on TV or Online Video. All this changes with FLUZO. Thanks to our ACR-based methodology from a single-source, we are able to connect all the dots in your campaign, including film.
In our dashboard, the impact of cinema is integrated as another advertising medium in our clients' campaigns. Exactly as in the case of television, we know its reach and the frequency it offers at a global level and by target, if there is duplication with other media or if it provides exclusive incremental coverage, etc. In this way, it makes much more sense to incorporate it into a cross-media strategy.
The utilization of theaters is also an integral component of the strategies implemented by leading OTTs. Prior to being uploaded onto their platforms, these companies often present their content in cinemas. In our earlier study, we assessed the consumption of cinema for Disney's Wakanda and shared relevant data:
🍿 If you are interested in having us help you measure your advertising impact in cinema or any other medium, please do not hesitate to contact us. 🍿