Cinema to make history in 2015
This year, 2015, is set to become a historical milestone and a significant 365-days for many, many reasons. Already it is the year that the world stood up together to cry Jesuis Charlie after terrorist attacks on the Charlie Hebdo magazine offices. It is the 10-year wedding anniversary of Prince Charles and Camilla Parker-Bowles and the 50th anniversary of the death of Winston Churchill. 2015 is also the year that the big screen goes down in the books.
Marketing Manager Yvonne Diogo explains that this year has officially been declared the year of cinema. Not only are the biggest movie instalments releasing throughout the year, but there is a title heavy-weight releasing on big screens across South Africa nearly every month. The 2015 movie line-up is unlike any other in the history of cinema with everything from huge franchises to some of the medium’s most revered directors coming to the party. The box office legend who promised that ‘he’ll be back’, returns to the silver screen in Terminator: Genisys. This latest instalment is sure to contribute to the current box office success of over US $351 million globally for Arnold Schwarzenegger’s work. The Fast & Furious franchise has recognised a whole 700% in growth with the last instalment generating a remarkable US $788million at the global box office. 2015 will see the release of Fast & Furious 7.
If action, adrenaline and unthinkable stunts are not enough, cinema audiences can choose to be enthralled by Hawk Eye, Thor, Hulk, Iron Man, Captain America and Black Widow in the much anticipated Avengers: Age of Ultron. These are six super heroes who are set to grow the US $646 million global box office success even more. Beyond hard hitting action and the most revered stunts that are in store, Executive Producer Steven Spielberg’s Jurassic World takes epic adventure to new heights as a hybrid dinosaur wreaks havoc.
It’s not simply due to the millions of attendances that the cinema movie line up presents a marketing opportunity for brands. Cinema content generates astounding social media engagement, a typical example being Ted. The previous instalment not only generated over US $330 million at the global box office but 13 million Facebook fans, the largest for any animated character to date!
So who will be frequenting the cinema to get in on the action? TGI indicates that the cinema audience accounts for 23% of the total urban population, however it is this market that is responsible for 52% of total urban credit card uses per month, 34% of total urban monthly mobile phone spend, roughly 43% of most recent motor vehicle spend and 58% of total urban holiday spend. Cinema targets high-value customers.
The cinema landscape is also largely made up of a younger audience, with around 62% of the audience being under 35. This is a market comprising of aspirational, social, trend setting 15 to 34 year olds who are in the current middle-to-upper market as well as the future middle market. Research shows that roughly a 1/3 of cinemagoers are in LSM 6-7.
It is with this cinema audience in mind that marketers in South Africa should be paying more attention to the big screen as a media platform than ever before. Those who have historically invested in cinema should look at increasing their spend and those who have not yet been in the cinema advertising space should consider the ROI potential that they are depriving their brands of.
The cinema audience is highly focused which means that this heightened level of attention delivers greater memorability of ads. In a recent 2014 study conducted by Cinemark locally, it was found that cinema takes first place when it comes to holding more attention than adverts in any other media. In fact, 72% of cinema goers pay attention to the screen while advertising is taking place while only 60% of viewers pay attention to television adverts and less than 50% in other media. Phenomenally 46% of cinema-goers have bought or investigated a product or service directly as a result of a cinema advert.
An independent study by Millward Brown carried out locally in 2012 showed that cinema in conjunction with television improves the youth’s ability to recall advertising messages by roughly 44%. To achieve this level of engagement by investing more in television would require the purchase of an additional 200 AR’s. This type of purchase is significantly cheaper in cinema relative to the diminishing returns on television. Cinema also provides unique reach in comparison to television when it comes to the youth environment.
These findings are evident in global markets as well. A recent Millward Brown study conducted in Australia revealed that 57% of movie-goers felt they took more notice of cinema ads than any other medium and 80% found cinema ads more entertaining.
The writing is on the wall. With thrilling, engaging and high quality content lined up to enthral and an audience holding their breath in anticipation of being absolutely engrossed, could there be a reason why your brand is not considering cinema in 2015?
Article by Tshireletso Yvonne Diogo: Marketing Manager – Cinemark