Cinema Growth Good News For Advertisers

The cinema industry as a whole continues to go from strength to strength, with total UK admissions growing by 4% in 2004, to reach 171 million. New research from Starcom UK Group reveals that cinema screens are at a 40 year high, with multiplexes representing 67% of all screens.

The cinema industry has more consumer contact points, providing advertisers with a powerful consumer engagement opportunity, with Starcom revealing that on average, ten minutes is spent in the foyer alongside increased sponsorship and promotion opportunities, such as sampling, product displays and live advertisements.

Starcom found that a key factor in cinema’s growth was the broader film choice on offer, attracting a variety of people. The past decade has seen, documentaries increase by 500%, dramas by 18% and ‘alternative’ cinema, including foreign language films, have crossed over into the mainstream.

As a result, audiences are more diverse than ever, with 71% of over 45s now visiting, at the same time, blockbusters continue to draw massive audiences both of these factors give advertisers a better, more segmented product with which to target their audience.

Digital cinema is fast becoming a reality, with Carlton Screen already having installed 350 screens, and the UK Film Council adding 250 within the next 18 months. Although currently unable to screen digital advertising, this is a sign that digital cinema will eventually be a reality.

This new medium is good news for advertisers, who will be able to benefit from speed of buying and ease of targeting, while accountability will increase through position in reel guarantees.

Results released in December 2004 by the Advertising Association, revealed that cinema was the fastest growing medium in Q4 of last year, increasing by 23.1%, on a like for like period, despite declines in the first two quarters of 2004 (see Cinema Surprise Adspend Leader In Q3 2004).