In addition to offering entertainment through feature films, the screens of movie theaters offer a unique opportunity for advertising. They provide a high amount of exposure to a relatively contained audience, with many eyes on the screen in anticipation of the film. Whether a nationwide campaign for a large business or a small one screen advertising run, advertising on movie theaters screens can do a great deal for a product's exposure and market share. Capitalizing on this form of advertising is becoming increasingly easy, and will often require little more than calling one of the many companies that specialize in this form of marketing.
Things You'll Need
- Internet Access
- Advertising Agency
Formulate goals for the movie theater advertising plan, and why this is a suitable form of marketing. VideoUniversity.com describes the advantages of theater advertising as "a captive and specifically targeted audience", and it would be wise to recognize the demographics and audience that is being marketed too. In addition, decide the length and scope of the campaign, and what movie ratings and genres you would like to market to. Expense can vary greatly, so it is smart to take these decisions seriously.
Decide whether to focus on a specific region, or to expand your campaign perhaps even to the national level. Companies such as Screenvision can provide "national, regional and local marketing to advertisers", and these factors should be decided based on the product or service you are attempting to market. Cost will vary accordingly, and the effectiveness will depend on how focused this marketing is.
Contact the movie theater or theaters you intend to market in and find out what their advertising policy is. Many theaters handle their own advertising, but some work exclusively with an advertising company, so it is important to know exactly how to market, especially if you have a specific theater or audience in mind. In addition, they can help advise you as to whether marketing with them will be an advantageous relationship for your business. .
Consult with an advertising or marketing agency, preferably one that specializes in marketing in cinemas. They may work only with cinematic advertising, or have a more expanded focus, but they will be able to make your advertising more professional, and thus more effective. In addition, they can be extremely helpful in deciding whether cinematic marketing is the best route for your business. Screenvision, for example, is one of many companies "available to help you develop customized marketing solutions".
Tips & Warnings
- Screenvision is the most dominant in thia marketplace currently, but there are other companies you might want to contact as well.
- Some big movie theater chains handle their advertising themselves and you'll have to contact them directly.
- According to Kim Gordon of Entrepreneur magazine, "moviegoers are highly educated and are more likely to have household incomes above $75,000", so it is a big market that should be, and is, taken advantage of.
- Photo Credit Hemera Technologies/AbleStock.com/Getty Images
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