Big Skills, Big Screen
As Kim Cox’s talents expand so does her investment in cinema
Account Executive for Cinemark, Kim Cox, has found an industry that evolves just as quickly as her own interests, ambitions and skills. In fact the big screen isn’t losing her attention anytime soon.
“I love this industry and I love the work that I do. I have been fascinated by Hollywood since I was a child so cinema is the perfect place for me,” Kim explains.
With a history in sales that extended from real estate to pharmaceuticals, Kim is no stranger to rewarding careers. However, it was Cinemark, the sales company for Ster-Kinekor, which truly captured her imagination. Constantly evolving and expanding, the industry has mirrored her own growth.
“Cinema has gone through a true metamorphosis in the past five years, digitisation has made advertising on cinema easier to plan, more flexible and definitely a lot more affordable. Advertisers can convert their ads to 3D without incurring massive expense and can change ads frequently, as production lead times have shorted drastically. The improved sound and picture quality that digital offers also enhances the memorability of the experience,” Kim says.
With an experienced history in various sales, Kim says that media sales are completely unique as you are selling ad space months in advance. She adds that in the case of cinema, clients are buying an audience based on the content screened. “Just as other industries rely on the quality of their products, content is king for us.”
Dedicated and invested in the big screen, Kim would like to dispel the myth that cinema is expensive. She says, “It’s an extremely affordable way of reaching an affluent, younger to middle-aged audience that is relaxed and receptive. Our recently launched Guaranteed Audience package allows advertisers to buy an audience for a specific rate. In addition, digital and cinema are the only two media types that provide an empirically audited audience – we don’t rely on surveys and sample panels to establish the scale of our audience. This is key for marketers as measurability is imperative to any campaign run responsibly.”
Kim goes on to say that cinema advertising is not simply about the onscreen element. Advertisers can capitalise on creative activations to compliment the onscreen execution; thereby enhancing brand engagement. The integration of digital apps and social media also allows for a unique experience with multiple touch points for the audience.
In love with her job, Kim encourages those thinking of joining Cinemark and pursuing a career in media sales. She advises, “Be passionate about the movie business and fully invested when it comes to finding creative solutions for your clients.”