Cinema Advertising Extension

Closer Encounters, a new cinema advertising initiative launched by RSA Advertising this week, aims to bring cinema advertisers closer to film goers by placing promotions in foyers of cinemas, including product displays and sampling.

Marketing manager with RSA, Paul Butler pointed out the advantages of such a system, claiming that advertisers can now “step out of the screen and reach people in the foyer too”. The initiative is targeting new and lapsed cinema advertisers, with RSA stressing that 58% of the 100 million cinema goers will be in the ABC1 bracket. A number of flagship cinemas have been chosen for the programme, with around 20 each from the major circuits like MGM/Cannon, Odeon, and UCI. Most are Multiplex sites and represent an even geographic spread across the country.

RSA plans to offer Closer Encounters on a full or partial ‘network’ basis during seasonal sales periods. Target advertising sectors include holiday companies, cars, sports manufacturers and financial services.

RSA: 071 439 9531