SCAN YOUR CELL PHONE AT THE MOVIES FOR POPCORN

Lights, Camera, Action for Concession Coupons

By STEPHANIE CLIFFORD

Published: July 6, 2009

http://www.nytimes.com/2009/07/07/business/media/07adco.html?_r=1

FILM producers spend millions every year to draw audiences to their movies. Now, advertisers are beginning to benefit from that, using not only movie screens for their commercials, but the lobbies of cinemas as well.

Sprint is placing kiosks in about 500 movie theaters so customers can scan in a code from their phones to get coupons for snacks.

This month through December, Sprint Nextel is sponsoring a cinema-centric marketing effort, placing kiosks in about 500 movie theaters nationwide. Sprint customers can scan in a code from their phones, and the kiosks will print coupons, like a free upgrade to a bigger popcorn or larger soda.

“We see a very natural affinity between cinemagoers and our target audience,” said Simon McPhillips, director of media for Sprint. With more people going to see films, it’s a good time for Sprint to go to the movies, he added.

Companies have been expanding their cinema advertising recently, realizing that theaters are good places to reach audiences that don’t have too many distractions.

For years, companies like Screenvision and National CineMedia have been running on-screen commercials before trailers started, and lately they have been offering new products for advertisers. National CineMedia operates TV screens at concession stands that feature ads.

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Screenvision has a few new projects in the works: with Cinema Scene, it will expand the number of theaters featuring stand-alone digital panels that replace movie posters. They show trailers or images that can be changed every day, or even every hour. And it will also introduce a backlit ministage that displays a hologram later this year. These stages, about 8 feet by 8 feet, will be placed in theater lobbies, and marketers can use them to display any image they want, like a candy bar or a cellphone.

Those are scheduled for limited introduction this year and are more for the “wow” factor than anything else, said Michael Chico, executive vice president for sales and marketing at Screenvision.

Sprint, too, is becoming more creative with its cinema spots, Mr. McPhillips said.

“People with high mobile phone usage do tend to go to cinemas more than people with lower mobile phone usage,” he said. “Years back, when cinema advertising was just launching, people were a little skeptical on how it would be received. It’s only been around for a relatively short amount of time, but all the research that came back said, despite initial skepticism, people feel that the advertisements are not intruding — in fact, in many ways are complementing — the overall event.”

Sprint uses National CineMedia’s network to run what are known as courtesy spots — reminders to silence cellphones — just before the movie (this spring, it added a warning not to text during a movie).

Screenvision and Sprint have conducted promotions that ask cinemagoers to choose the best-dressed celebrity from a red-carpet event via text message, or allow consumers to text a certain number and receive a trailer download in return.

The idea is not to get moviegoers to switch phone companies then and there, but to show off what Sprint can do, Mr. McPhillips said.

“We’ve got a term called brand utility, and what we’re looking to do with brand utility is use the phone as a marketing device, leveraging the benefits of a mobile phone,” he said. “Any marketing is obviously looking to improve people’s perceptions of the brand and bring them closer to the Sprint experience: the ‘Now network,’ living in the now — what that means is being in touch, wanting to get the most out of ‘now,’ whether it’s getting data on your phone or sharing an experience.”

Sometimes, as in the red-carpet texting campaign, Sprint allows any cellphone customer to participate. But with the kiosk, Sprint has a different goal.

“The first was a reward for their own customers, building that loyalty, and the other was the envy factor,” said Christine Martino, national account director for Screenvision, which brought the idea to Sprint.

The kiosk works by instructing Sprint customers to text a certain word (like “Sprint”) to a certain phone number. The customers then receive a text message that includes a string of letters and numbers. The kiosk includes a computer screen next to a scanning device, and people hold up their cellphones, scan that code and can browse through a few offers on the screen. The customers select their offer, and the kiosk prints a receipt that people can take to the concession stand for free upgrades, like a larger popcorn.

About Hollywood Branding:

Hollywood Branding, started in 2001, works with 30 marketing companies to provide a simple, stress-free avenue to research and run ad campaigns on movie theaters nationwide.

Our database includes every cinema in the U.S. that offers any kind of advertising opportunity on-screen or in the lobby.  We offer free planning, rates, research, and media buying expertise.

Some of our clients include Disney, US Army, the Food & Drug Administration, the state of VA, the city of Los Angeles, the FL Health Department, the state of OR, the Leukemia & Lymphoma Society, eBay, and the National Crime Commission.

Email Beverly Nation : hollywoodbranding@gmail.com

or call:      314-776-1018

www.HollywoodBranding.com

CINEMA ADS – A MEDIA BRIGHT SPOT OF 2009

Ad spending kept growing in 2008 as so much else slowed.

By Toni Fitzgerald from Media Life

Jun 16, 2009

http://www.medialifemagazine.com/artman2/publish/Media_economy_57/One_of_the_few_bright_spots_Cinema_ads.asp

It was a down year for nearly every form of advertising, with everything from magazines to outdoor taking a hit in 2008.

A notable exception was cinema advertising, which recorded its sixth straight year of growth, up 5.8 percent over 2007, from $539.9 million to $571.4 million, according to the Cinema Advertising Council.

Spending on the medium has increased by 208 percent since 2002, the first year it was measured.

In 2008 the bulk of the money, just over 90 percent, was spent on on-screen advertising versus advertising elsewhere in the theater. That’s down slightly from 92 percent the previous year.

National or regional advertisers accounted for 77 percent of sales.

Driving that growth is improved technology, which now enables advertisers to swap out and update creative digitally at the flip of a switch across hundreds of theaters.

That’s made cinema advertising that much more attractive to marketers, especially national brands.

While the media economy overall fell 2.8 to 4 percent during 2008, depending on whose figures you believe, cinema advertising still pulled in new advertisers.

“We started digitizing seven years ago, and that made it easier for advertisers who had never explored cinema before to start using it,” says Dave Kupiec, president and chairman of the CAC.

Under the old technology, creative had to be distributed to individual theaters in the form of film. On-screen advertising was sold in four-week chunks, which essentially precluded marketers who wanted to advertise a limited-time promotion, like a weekend sale.

It was also cost-prohibitive, with a short spot running up to $300,000 to produce.

“Digital changed that. They can swap an ad out any time in the flight,” Kupiec says. “And there are no film costs. Say someone sends in a two-minute videotape. We can put it up via satellite and send it to 18,000 movie screens.”

Kupiec says cinema advertising saw some of its biggest growth in the retail area this year because of that technology, with advertisers such as Kohl’s and Sears coming in for the first time in recent years.

Off-screen advertising, of the sort you see in movie theater lobbies, also saw some growth due to new interactive technologies, such as posters that send messages to passersby’s cell phones.

“The thing that’s getting attention is mobile applications, what to do with cell phones with touch screens, and 3D screens,” Kupiec says. “It’s technology that becomes new and exciting, captivating media. We find we’re getting a lot of requests for that sort of thing.”

Automotive remained one of the top ad categories in 2008, with Asian automakers spending especially heavily. Other top categories included television, consumer packaged goods, credit cards, fashion and movie studios.

Still, whether the ad spending growth will continue into what’s been a dismal start to the year for all media remains to be seen.

“The reality of this economy is that no matter how good cinema is, the number of contracts we’re writing is still increasing, but the amount we’re writing per contract is down versus prior years,” Kupiec says. “We know the economy is in the dumper for a year or so. That doesn’t mean we’ve lost momentum, it just means we’ve lost some money.”

CAC members account for 82 percent of the nearly 39,000 U.S. movie screens.

About Hollywood Branding:

Hollywood Branding, started in 2001, works with 30 marketing companies to provide a simple, stress-free avenue to research and run ad campaigns on movie theaters nationwide.

Our database includes every cinema in the U.S. that offers any kind of advertising opportunity on-screen or in the lobby.  We offer free planning, rates, research, and media buying expertise.

Some of our clients include Disney, US Army, the Food & Drug Administration, the state of VA, the city of Los Angeles, the FL Health Department, the state of OR, the Leukemia & Lymphoma Society, eBay, and the National Crime Commission.

Email Beverly Nation : hollywoodbranding@gmail.com

or call:      314-776-1018

www.HollywoodBranding.com