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Cinema Immersion Day

Cinema Immersion Day. Market Overview. UK Cinema Marketplace. Pearl & Dean 20 % UK admissions. DCM 80 % UK admissions. A multitude of distinct cinema experiences. DCM. Pearl & Dean. Box Office Top Ten 2012 – The Final Scores!. Source: Rentrak EDI 01/01/20123 – 15/01/13.

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Cinema Immersion Day

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  1. Cinema Immersion Day

  2. Market Overview

  3. UK Cinema Marketplace Pearl & Dean 20% UK admissions DCM 80% UK admissions

  4. A multitude of distinct cinema experiences DCM Pearl & Dean

  5. Box Office Top Ten 2012 – The Final Scores! Source: Rentrak EDI 01/01/20123 – 15/01/13

  6. 2012 admissions 172.5m

  7. 2012 Revenue… P&D Revenue +25.1% Industry Revenue +27.1%

  8. Cinema offers a growing audience +2.2% screens +16% films released in 2011 +1% admissions Source: Rentrak EDI January to December 2011/CEA /Rentrack EDI

  9. Audiences go to the cinema on average each week Source: Rentrak EDI January – December admissions 2012

  10. Audiences highest weekly admissions 2011 Source: Rentrak EDI January – December admissions 2012

  11. Key Strengths

  12. What makes cinema so special?

  13. Excitement for the main event 17%of cinemagoers decide what to watch at the cinema more than 2 weeks in advance 37% a week before Source: FAME 2012

  14. Hype

  15. Cinema in recession Admissions rising steadily year after year Yearly cinema admissions (millions)

  16. Cinema in recession Film product most important admissions driver

  17. ENHANCING THE EXPERIENCE “EXPERIENCE ECONOMY”

  18. Diversity of product

  19. Which all means…. Cinemagoers are in this heightened state of anticipation and excitement - making them receptive, responsive and ENGAGED with your communication NCM Case Study stat. on Brand Resonance

  20. The Cinema Audience

  21. The Cinema Audience Big numbers – steady audience growth since mid 1980s Diverse audience – all tastes catered for Age profile chart / graphic Diversity and breadth of film product means that we can connect your three core audiences

  22. The Cinema Audience - films Singles & Couples Families Empty Nesters

  23. Right Audience: Life Stage SINGLES & COUPLES ABC1 18-34 AFFLUENT FAMILIES ABC1 HH WITH KIDS EMPTY NESTERS ABC1 HH WITHOUT KIDS CASH RICH… TIME POOR SUCCESS IN WORK PRIORITY YOUNG AFFLUENTS ACCOUNT FOR19%OF THE CINEMAGOING POPULATION –INDEX 133 THEY ACCOUNT FOR 30%OF THE HEAVY CINEMAGOERS AUDIENCE, WITH 28% VISITING AT LEAST ONCE A MONTH OR MORE FAMILY IS A PRIORITY SECURING THEIR FUTURE AFFLUENT FAMILIES ACCOUNT FOR ALMOST 19%OF THE CINEMAGOING AUDIENCE – INDEX 125 18% VISIT THE CINEMA ONCE A MONTH OR MORE & THEY ACCOUNT FOR 20% OF THE HEAVY CINEMAGOER AUDIENCE FREE TO ENJOY THEIR TIME HOW THEY WANT TO! EMPTY NESTERS ACCOUNT FOR ALMOST41%OF THE CINEMAGOING AUDIENCE – INDEX106 16% VISIT THE CINEMA ONCE A MONTH OR MORE & THEY ACCOUNT FOR 44% OF THE HEAVY CINEMAGOER AUDIENCE Source: GB TGI 2012 Q4 (July 2011 – June 2012) – Base: All adults. Target: 16-34

  24. SINGLES & COUPLES 45% ARE NON-COMMERCIAL RADIO LISTENERS 62% ARE LIGHT TV VIEWERS 9 OUT OF 10 ARE HEAVY INTERNET USERS OVER 1 IN 4 ARE HEAVY CINEMAGOERS Source: GB TGI 2012 Q4 (July 2011 – June 2012) – Base: All adults. Target: ABC1 16-34

  25. SINGLES & COUPLES How they consume cinema What mind-set they are in How we can communicate with them Passion points (cinema should be high) The killer insight….

  26. SINGLES & COUPLES … and how we can use Cinema to get them to like and then love DFS (ideally something about their passion & excitement about Blockbusters) SILVER SPOT BLOCKBUSTERS PACKAGE

  27. FAMILIES OVER HALF ARE NON-COMMERCIAL RADIO LISTENERS 62% ARE LIGHT TV VIEWERS 85% ARE HEAVY INTERNET USERS OVER 60% ARE HEAVY-MEDIUM CINEMAGOERS Source: GB TGI 2012 Q4 (July 2011 – June 2012) – Base: All adults. Target: ABC1 WITH KIDS IN HH

  28. FAMILIES How they consume cinema What mind-set they are in How we can communicate with them Passion points (cinema should be high) The killer insight….

  29. FAMILIES … and how we can use Cinema to get them to like and then love DFS (ideally something about cinema being the place they go to have quality time with family) FAMILY FOCUS & FAMILY GOLD SPOT

  30. EMPTY NESTERS 55% ARE NON-COMMERCIAL RADIO LISTENERS 50% ARE LIGHT TV VIEWERS 7 OUT OF 10 ARE HEAVY INTERNET USERS OVER HALF ARE HEAVY-MEDIUM CINEMAGOERS

  31. EMPTY NESTERS How they consume cinema What mind-set they are in How we can communicate with them Passion points (cinema should be high) The killer insight….

  32. EMPTY NESTERS … and how we can use Cinema to get them to like and then love DFS (tbc!) MAYBE PREMIUM AGP IN SEP/OCT/NOV? (its usually a good time for Art-house films)

  33. Digital

  34. The Digital Revolution Comes To Cinema New technologies are transforming the cinema advertising landscape We can offer more flexible and adaptable buying routes and tactical opportunities Shorter lead times Lower cost production

  35. Tactical Opportunities Afforded By Digital Estimated Box Office: £7m Opening Wk Box Office: £20.1 Estimated Box Office: £4m Opening Wk Box Office: £6.3m Estimated Box Office: £15m Opening Wk Box Office: £21.7m Estimated Box office: £4m Opening Wk Box Office: £4.7m

  36. Research

  37. CINEMA BOOSTS THE REACH OF YOUR TV CAMPAIGN

  38. SINGLES & COUPLES: £2m IN TV ONLY REACHES 82% of 18-34 ABC1s, MOVE 10% TO CINEMA AND THIS INCREASES TO 86% To reach 86% through TV alone would cost £3.5m EFFECTIVE COVER % +3.3% £2m £2m £3.5m Source: TouchPoints 4 Channel Planner / Target Audience 18-34 ABC1 / Target CPT (Ratecard) TV = £40 / Cinema = £96 / Based on £2m budget

  39. AFFLUENT FAMILIES: £2m IN TV ONLY REACHES 88% of ABC1 FAMILIES, MOVE 10% TO CINEMA AND THIS INCREASES TO 89% To reach 89% through TV alone would cost £2.4m. +1.8% EFFECTIVE COVER % £2m £2m £2.4m Source: TouchPoints 4 Channel Planner / Target Audience ABC1 HH with Kids / Target CPT (Ratecard) TV = £46 / Cinema = £98 / Based on £2m budget

  40. EMPTY NESTERS: £2m IN TV ONLY REACHES 68% of ABC1 w/o CHILDREN, MOVE 10% TO CINEMA AND THIS INCREASES TO 71% To reach 71% through TV alone would cost £2.5m EFFECTIVE COVER % +2.8% £2m £2m £2.5m Source: TouchPoints 4 Channel Planner / Target Audience ABC1 HH without Kids / Target CPT (Ratecard) TV = £57 / Cinema = £72 /Based on £2m budget

  41. CINEMA MAKES YOUR CAMPAIGN MEMORABLE FOR LONGER

  42. And here is the proof: Cinema has the highest carryover rate in the UK: average ad carry-over rate (UK) Source: BrandScience Results Vault – UK Campaigns using Cinema - Dec 2011

  43. CINEMA DELIVERS ROI

  44. JOHN LEWIS ROI CASE STUDY CHRISTMAS 2011: • BACKGROUND: • Christmas for John Lewis makes or breaks their year with a significant portion of their annual profits delivered over the short festive season. • It is also a period cluttered with advertisers. John Lewis wanted to capture the emotion of Christmas and get the tills ringing… • WHY CINEMA? • Above and beyond creative John Lewis also knew that cinema would allow them to tap into a passion point for their audience: • 50% of the John Lewis Audience are medium / heavy cinema goers* • Escape from economic gloom – reaching people in the right mind-set • Fitted with event focused media strategy • Joint / shared viewing DEC 2011 : JOHN LEWIS ‘CHRISTMAS 2011’ - CASE STUDY

  45. ALSO ADDED COST EFFECTIVE INCREMENTAL COVER… ABC1 Adults DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE SOURCE: TOUCHPOINTS. TV + Cinema 730 TVR’s + 2.3m London & South East Cinema Admissions

  46. RESULTS – REVENUE RETURN ON INVESTMENT: BrandScience econometric modelling proved that for every £1 invested in cinema … Revenue ROI £46.14 The highest offline RROI recorded for the entire Christmas campaign DEC 2011 : JOHN LEWIS ‘CHRISTMAS 2011’ - CASE STUDY Source : DCM / BrandScience / John Lewis 2011 Figure quoted is a media revenue ROI with production and fees excluded.

  47. IKEA

  48. TOYOTA FGS Multiple exposures increase recall/resonance

  49. Films for 2013

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