Cinema is the ultimate platform for brands. The big screen, big sound and darkened auditorium create an immersive environment that no other medium can match. The film may be the main event, but it’s the overall experience that makes Cinema an advertising medium like no other. Why buy Cinema:
- Captive and attentive audience
- Sought after demographics
- Uncluttered media environment
- Light TV viewers enabling brands to reach a unique audience
- Cinema has the lowest ad avoidance of all media as cinema goers perceive the ads as part of the overall experience.
- Relaxed and excited and expectant audience focused on the big screen
- Cinema advertising has on average globally 5 times greater impact than TV
- 3D Cinema campaigns – proven higher recall
- Interactivity with Cinema audiences through mobile apps, prolonging a cinema advertising campaign. A 30 second ad can now have greater recall with added content though mobile.
Global innovations – Cinema medium showcase
THE GLOBAL GIRLS CAMPAIGN
CANNES LIONS TV BACKSTAGE INTERVIEW WITH SIR JOHN HEGARTY & RICHARD CURTIS
BEHIND THE SCENES OF THE FIRST EVER GLOBAL CINEMA AD #WEHAVEAPLAN
POLTERGIEST TERRIFIES UNSUSPECTING CINEMA GOERS
Unsuspecting Vue cinema-goers in London, UK witnessed paranormal goings on during a preview screening of Poltergeist, the modern remake of the classic 1982 horror film. The restrooms gave the cinema goers an experiential marketing surprise using 3D technology promoting the film.
GAZ & LECCY CINEMA TAKEOVER
An unsuspecting Cinema audience, expecting to see an advance screening of Paranormal Activity 4, instead got the shock of their lives as 'Gaz & Leccy', cartoon characters from Smart Energy, caused havoc in a London’s West End Cinema, leaping off a screen and into the aisles. A great use of 3D in Cinema advertising.
IKEA: MOVIE SLEEPOVER
Ikea were investing heavily in their stores in Russia, $2.5 Billion worth of heavy and as part of their local “wake up love” campaign, they surveyed their customers asking them what do they love doing and what would they like to spend more time doing – “to spend more time together”. Taking this on-board, they thought about how people like to spend time with their loved ones and decided to surprise local cinema-goers in a Moscow suburb, where they ripped out the seats and created the ultimate, romantic movie experience, bringing the bedroom to the cinema, decking out the whole theatre in the latest Ikea bedroom range,
CINEBRIDGE SHOWS NEW PROJECTION MAPPING TECHNOLOGY IN JAPAN IN CINEMA
Cinebridge launched an advertising campaign of a new flavor of Mentos “Tropical Rainbow” to raise awareness with the movie “Amazing Spider-Man 2. . With the concept of “How Great I am!,” they carried out for the first time in a theatre using the unique technology of Projection Mapping in addition to the regular TV-CM, Vine and Twitter. The detailed process how the high school girl got the abilities of Spiderman is shown by Cinebridge who challenged and succeeded in breaking the traditional wall of screen advertising just like the Mentos girl did.
TNT GAVE SEVERAL SURPRISED NEW YORK CITY MOVIEGOERS CO-STARRING ROLES AS “VIRTUAL EXTRAS”
Regal Union Square movie theater in Manhattan, selected patrons who were pulled aside, and using a green screen and near real-time editing were then inserted into the “Legends” trailer, which ran in ad-network NCM
’s FirstLook preshow program. One of the goals for the stunt was to spur fans to share the resulting “Legends” trailers (participants were emailed a copy of their personal trailer to share across their own social networks).
AUDI TT USE 4DX TECHNOLOGY IN CINEMA
To let everyone experience the new Audi TT, the Russian agency Instinct BBDO applied 4DX movie technology to a TV commercial and showcased it on the BIG screen.
The Cinema setting partnered with 4DX Technology was the perfect way for Audi to show off their brand new Audi TT.
VOLKSWAGEN USES THE MOBILE PHONE TO ENGAGE AUDIENCES
The power of Cinema advertising - an ideal environment for showcasing immersive experiences. Volkswagen in Hong Kong demonstrated to great effect in an impactful campaign using the big and little screen. Using a location based broadcaster to send sms messages and have movie-goers reaching for their mobile/cell phones, this innovation in Cinema comes to a dramatic conclusion to make a strong statement.
NOBODY'S CHILDERN FOUNDATION CINEMA ACTIVIATION
The Nobody's Children Foundation used a cinema in Warsaw to deliver an ambient campaign that sent an important message to those seated in the movie theatre. The foundation used a simple yet effective idea to enforce their cinema ad showing in screens around Warsaw.
FIRST CHOICE HOLIDAY'S & THE FIRST EVER ALL INCLUSIVE CINEMA TICKET
MediaCom, First Choice Holidays and Digital Cinema Media UK worked with Vue Cinemas to replicate the All-Inclusive offering within the Cinema Space.
SMART CINEMA - SMART CARS AD
Although Cinema ads usually use the big screen at full capacity, with this unusual campaign, the ad is played as the curtains begin to close and the screen narrows. The viewers get the “Smart Can Fit In Everywhere” message, by seeing an actual size visual of the smart in parked in the mini area/gap between the curtains. This is an excellent use of the Cinema environment.
CRUST PIZZA CINEMA STUNT
We all love pizza delivered to our door? What about delivered directly into the cinema you’re in? Well that’s exactly what Crust Pizza did.
A great sampling activation to go along with their BIG Screen ad...Check out what happened...
CINEMAGOERS GET DISTRACTED WITH A KILLER JOKE
Auckland Transport leveraged the power of Cinema to bring to life their new distractions campaign highlighting the impacts distracted driving can have on our roads.
THE AUSTRALIAN AIRFORCE GO ABOVE AND BEYOND WITH CINEMA
The Australian Airforce added an innovative integration to their recent cinema campaign. Custom made, branded aviator 3D glasses were distributed at the boxoffice at selected cinemas. The glasses were an instant hit with cinemagoers, who shared images of themselves with the glasses on social media sites such as Instagram. The client also leveraged cinema’s immersive surround sound capabilities to moviegoers who heard the roar of jets going from one side of the cinema to the other.
BMW’S ULTIMATE DRIVER CAMPAIGN
An immersive ‘ultimate driver’ cinema experience was created using cinime, an interactive mobile film app. Cinemagoers were tested on their driving skills to complete a virtual lap in a new BMW 2 Series Coupé. The fastest to choose the best driving line, breaking or acceleration points were invited to battle it out on a 2 Series track day and become ‘The Ultimate Driver’ winning the chance to physically test drive all new BMW models launched in 2014.
VOLKSWAGEN USES CINEMA TO SHOWCASE LATEST TECHNOLOGY
Volkswagen delivered a very clever campaign using their brand new technology 'Pedestrian Detection' on unsuspecting cinema goers.
The new technology from Volkswagen was used to detect people who arrived late into the screen.
Agency: DDB España
FROZEN CINEMA RAISES AWARENESS FOR THE HOMELESS
Havas Worldwide, Düsseldorf let people experience how homeless people feel in winter - live at the movies. They raised awareness and raised funds to help the homeless through donations made using QR codes on blankets distributed at the movie. Advertised brand: fiftyfifty. Help the homeless.
NEWS ANCHOR FROM SKY NEWS ARABIA SURPRISES CINEMA AUDIENCES
This Cinema innovation from the UAE won a Bronze Lion at Cannes Lions International Festival of Creativity in June 2014. Sky News interrupted the ‘trailers’ during a movie session to perform a live act between a planted actor and the news anchor on-screen, providing a hilarious and impactful relay of their message that Sky News promises to report news ‘Now and From Everywhere.’
PEDIGREE ADOPTION DRIVE – DONATION GLASSES
What if you could be sitting in a Cinema and watching a completely different film to the person sitting next to you? Finch, where a system of state-of-the-art technology, now known as 37 Degrees, has been developed to manipulate the way 3D technology currently works. Cinemagoers were given a pair of glasses on entering the cinema either red or yellow.. Pedigree Cinema Campaign won a Gold Lion at the Cannes Lions Festival of Creativity.
THE COCA-COLA SLURP!
A hidden camera, a green screen and a very fast retoucher puts the audience slurping their cokes part of the movie going experience. And with a touch of a little moviemaking magic - An unforgettable night for everyone who slurped a Coca-Cola in the cinema. The message to “Cinema goers was to keep quiet in the Cinema as it’s just not the same with you in the movie.”
CAPTAIN BIRDS EYE SCORES 20% SALES JUMP IN 3D
In its first major advertising burst in five years, Birds Eye Fish Fingers recorded a 20 per cent increase in sales during the launch of the new 3D campaign. Over the 2010/2011 Christmas period, Birds Eye launched a new stereoscopic animated/live action commercial for its brand Fish Fingers in cinemas nationally in Australia with amazing results not just recall.
MINI VS MONSTER AD
A 3D slow motion technology two-minute film titled MINI vs Monster, is a high-performance, visual feast that gripped Cinema audiences. The film sees MINI doing battle with a mighty monster truck. . A Facebook takeover saw characters from the film star in an online soap opera. Each day MINI invited each of the film’s main characters onto the MINI Facebook page as a guest moderator, unveiling a 10-second teaser video staring the character, who interacted with fans and spark conversations about the jump.
SONY MOBILE DELIVERED WATERPROOF SMARTPHONES - SECRET AGENT STYLE
During the opening weekend of the James Bond movie Skyfall, Sony Mobile carried out a stunt in true undercover James Bond manner to promote the waterproof smartphone Xperia acro S to cinema audiences..
CARLSBERG BEER STUNTS WITH HARLEY’S BIKERS IN NORWAY
The producers of this beer commercial borrowed a small, 150 seat cinema playing a popular film and filled 148 seats with rough-looking, tattooed bikers, leaving only 2 seats in the middle of the theater. They then had theater management sell the last pair of tickets to several unsuspecting young couples on different evenings. Carlsberg rewards bravery in this stunt in the cinema.
CINEMA USED TO LAUNCH STIMOROL CHEWING GUM’S LIMITED EDITION FLAVOR “ALIEN ABDUCTION”
Stimorol launched their limited edition chewing gum, “Alien Abduction,” and to accompany the launch phase a digital alien invaders-styled game was designed to engage with consumers and raise awareness about ‘Alien Abduction’. The limited edition product was brought to life in cinemas via the activation element, product sampling, and flighting the ATL creative on screen – all in the same environment – giving the brand more touch points.
LOTTO WINS MOVIEGOERS ATTENTION WITH IN CINEMA CAMPAIGN.
Lotto conducted an in theatre campaign where before the commercials began, a mobile phone was placed in the theatre. When Lotto's commercial ran, the phone rang and the person sitting on the seat picked up the phone and had to cheer like a Lotto winner, to win the 5,000.
FOX CRIME NETWORK HAS MOVIE-GOERS ON THE EDGE OF THEIR SEATS
Moviegoers were taken into the scene of the crime and onto the edge of their seats this unique cinema activation to promote the launch of the 2013 FOX Crime Network in South Africa.
CORONA BLURS CINEMA SCREENS IN SPAIN
JWT Spain created an innovative cinema campaign for Corona Extra to bring the message "Drink Responsibly" to moviegoers. Partnering with Sony Pictures Releasing, the first minute and a half of selected Django Unchained screenings appeared blurry - showing the effects of alcohol.
BMW FLASH PROJECTION REVEALS SUBLIMINAL LOGO
BMW illuminated their logo with a harmless photo flash onto the audience`s eyes during their ad. When the audience was asked to close their eyes at the end of the ad, they were surprised to see the BMW logo as an afterimag
NESCAFE INTERACT WITH CINEMA AUDIENCES IN DENMARK
Nescafe Dolce Gusto were the first to use the new interactive Cinema Game in Danish Cinemas. It’s a game where you through digital technology and Facebook can put your picture and name on the big screen and interact and play with other cinema goers.‘Dolce Word’ is an award winning creative use of media and the latest game with McDonald’s ‘Shake that app’ proofed strong effect in a sales modelling case with a RROI on 12.