Expertise
Cinema advertising: the big screen before a seated audience.
In the cinema, the commercial is projected on the big screen, with the auditorium's sound, before spectators who have come for a screening. The medium is planned by cinema, by film and by week.
What cinema brings.
Big screen, auditorium sound and seated spectators in a setting with little competition from other distractions: these reception conditions set cinema apart from other audiovisual media. The choice of films and cinemas also allows precise targeting, by audience profile and by geographical area.
When cinema is relevant.
- Local brands present in the area of the selected cinemas.
- Targets linked to certain film genres.
- Complement to a TV campaign among audiences less exposed to linear TV.
- Partnership around a film release.
Choosing the cinemas, negotiating the terms
The choice of cinemas and towns according to the commercial area, the selection of films and weeks according to the release schedule, the length of the commercial, any film partnerships, as well as negotiation with the cinema sales houses and verification of the screening certificates.
Complementarities.
The same commercial broadcast on TV can be reused in the cinema to reach other audiences, subject to technical quality suited to projection in an auditorium. Online video extends exposure among the same profiles, and out-of-home provides a local presence around the cinemas.
Formats.
- Commercial in the auditorium.
- Film partnership.
- Banner in the auditorium and smartphone ad.
How we measure a cinema campaign.
Attendance at the selected cinemas and screenings, together with the screening certificates provided by the operators, make it possible to estimate the contacts obtained. Impact studies can complement this monitoring when planned with the advertiser.
References
No cinema case study is published among our references at this stage.
FAQ
TV brings broad, rapid reach, cinema reaches a smaller audience under particular reception conditions, with targeting by cinema and by film. The two are often combined using the same commercial.
Yes: selecting cinemas in a town or region allows a presence targeted at local customers.
Releases are announced in advance, but cinema programming can change. The plan takes this uncertainty into account.