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Feature: Will Little Kids Be The Next Big Thing For Cinema Advertising?

Recent figures from the Cinema Advertising Association (CAA) and CIA MediaLab show that, while cinema occupies only a small corner (around 1%) of annual media adspend, both spending and admissions for cinema have shown a healthy increase year on year for the last decade.
Cinema is traditionally regarded by advertisers as a young person’s medium and used for lifestyle brands. The top five products in terms of cinema advertising spend last year reflect this: Smirnoff vodka, Virgin internet services, Barclays, Vodafone and Red Bull. Other big spenders included credit cards, cars and toiletries.
A look at the most popular films among audiences for the past decade suggests that in future this list could include more products for the youngest consumers. In the past decade, 50% of the films reaching the top spot each year in terms of sales at the box office have been child friendly: Robin Hood, Prince of Thieves in 1991, Jurassic Park in 1993, Batman Forever in 1995, Star Wars: The Phantom Menace in 1999 and Toy Story 2 in 2000. Obviously these films also appeal to adult audiences, but equally the graph featured only takes into account films rated PG and under, therefore discounting the 12 and 15 rated films which also draw the younger generation.
Debbie Chalet, president of the CAA, confirms this trend: “The rise in admissions is largely due to an increase in the range and quality of film product bringing in broader audiences. Our research indicates that there is a steady growth in the number of younger cinema-goers: according to the latest CAVIAR figures [CAVIAR 18, fieldwork Oct-Nov 2000], 93% of 4-14 year olds go to the cinema.”
“Pester power” is already acknowledged as a powerful marketing weapon in TV advertising and well-oiled merchandising machines are already perfectly placed to take advantage of kid’s hits such as Toy Story 2. So too are the increasing number of family friendly multiplex cinemas, 23 of these which opened during last year alone, amounting to some 250 screens.
The output of child-oriented film product also shows little sign of abating in the coming year, with family films due for release including Disney’s The Emperor’s New Groove, Cats and Dogs, Jurassic Park 3, Doctor Dolittle 2 and the long awaited Harry Potter movie. Chalet concludes: “For an advertiser this represents an exclusive mutual viewing opportunity, with 67% of this age group visiting with a parent or parents- amongst 4-9 year olds, this number rises to 78%.”