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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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uk cinema marketplace
UK Cinema Marketplace

Pearl & Dean

20%

UK admissions

DCM

80%

UK admissions

slide5

Box Office Top Ten 2012 – The Final Scores!

Source: Rentrak EDI 01/01/20123 – 15/01/13

2012 revenue
2012 Revenue…

P&D Revenue

+25.1%

Industry Revenue

+27.1%

cinema offers a growing audience
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

slide9

Audiences

go to the cinema on average each week

Source: Rentrak EDI January – December admissions 2012

slide10

Audiences

highest weekly admissions 2011

Source: Rentrak EDI January – December admissions 2012

excitement for the main event
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

cinema in recession
Cinema in recession

Admissions rising steadily year after year

Yearly cinema admissions (millions)

cinema in recession1
Cinema in recession

Film product most important admissions driver

slide18

ENHANCING THE EXPERIENCE

“EXPERIENCE ECONOMY”

slide20

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

slide22

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

slide23

The Cinema Audience - films

Singles & Couples

Families

Empty Nesters

slide24

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

slide25

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

slide26

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….

slide27

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

slide28

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

slide29

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….

slide30

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

slide31

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

slide32

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….

slide33

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)

the digital revolution comes to cinema

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

tactical opportunities afforded by digital

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

slide39

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

slide40

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

slide41

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

and here is the proof

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

slide45

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

slide46

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

slide47

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.

slide49

TOYOTA FGS

Multiple exposures increase recall/resonance

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