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Cinema 
Fox Media is highly experienced in planning and buying cinema ad. campaigns, both in the UK and internationally.
Media and production must work more closely than usual in planning and buying for cinema, because of the sometimes complex production requirements involved in using this most impactful of media choices, though the current move to digital is beginning to simplify matters.
With an ever-increasing range of packages and line-by-line facilities being offered, good awareness of upcoming film schedules, careful target market analysis and skilled buying are essential requirements when developing a local, regional, national or international cinema campaign.
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Whilst the medium retains appeal primarily to advertisers targeting young audiences, film packages can nowadays be tailored to reflect the needs of advertisers who have differing priorities, both in the UK and overseas.
Cinema can be highly effective in helping build initial brand awareness, especially in the wider context of multimedia, promotional and/or youth-orientated campaigns.
With multiplexes now accounting for nearly three-quarters of screens in the UK,
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audiences continue to benefit from factors such as shorter drive-times and a much more varied, more comfortable and more enjoyable cinema experience. The rapid establishment of 3D will be another key benefit in the next few years.
Given the high costs-per-thousand implicit in the use of cinema advertising, we negotiate hard to maximise media value when buying cinema campaigns. Targeting specific films in specific localities, thereby making use of the medium's regional flexibility, is an example of a scheduling tactic we employ.
Contact us today - and we'll show you.
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Update
, 2009
New research studies offer insight into timelengths and film genres
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Two recent media research studies are providing useful pointers for maximising the effectiveness of cinema advertising.
Pearl and Dean commissioned WORK research to carry out two ninety minute online discussion groups on the subject of commercial lengths (respondents in each group were recruited from the Movietalk database).
Those taking part were played six ads. – a mix of non-competing advertisements from different categories. A number of interesting findings emerged.
In particular, respondents commented on the "heightened sense of excitement and anticipation" experienced in the cinema, from buying tickets and snacks in the foyer, to entering the darkened auditorium and finding seats, to watching the ads. and the trailers (“sometimes they’re the best bit”) and hearing the crackle of the film as the movie begins. Researchers were led to conclude that cinemagoers are more receptive and focused than the average audience, with some high expectations of advertising.
Cinemagoers also appreciated ads. which made full use of the medium's creative potential. Reactions to sixty second ads. were consistently more positive than to the thirty second ads., the 60s ads. being seen as more engaging from beginning to end with a better sense of ‘story’. Consumers took a more complex level of messaging from the sixty second versions, which had greater levels of claimed "talkability" than from the thirty second ads.
The research concludes that the sixty second ads. had a more positive effect on perceptions of brand image and potential consideration than thirty second advertisements.
In another development, FAME (Film Audience Measurement and Evaluation) has replaced CAVIAR as the CAA's annual industry research. Whereas CAVIAR focussed on cinema and video, FAME concentrates on film, providing much more insight into film viewing behaviour. The survey has also been updated to ensure that it provides more information for advertisers, film distributors, ad. agencies and the cinema sales agencies.
A significant development in the new research is the addition of detailed genre analysis, providing an understanding of who goes to see which film genres, who they go with and the kind of occasion that prompts the visit. The survey also looks at respondents' favourite film genres and the genres they enjoy, allowing comparisons to be made.
FAME also incorporates more detailed information on foyer advertising aimed at extending a brand's presence into foyers, thereby complementing on-screen campaigns. Eight out of ten cinemagoers notice posters in the foyer whilst two thirds notice standees, thereby demonstrating the value of integrated cinema campaigns.
The research suggests that cinema is still the most enjoyed out of home activity, with 92% of respondents enjoying a trip to the cinema.
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