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- Movie ads a bright spot in downturn
The cinema ad segment grew 5.8% in 2008, with revenues totaling $571 million, according to CAC data. While the meteoric 18.5% growth from the previous year cooled slightly, cinema advertising is still outperforming most other types of media during the current economic downturn. Dave Kupiec, the president and chairman of the CAC said, "We started digitizing seven years ago, and that made it easier for advertisers who had never explored cinema before to start using it." Media Life
(6/16), MediaPost Communications/Media Daily News
(6/15), The Hollywood Reporter (free content)
(6/15)     
| Out-of-Home News | | |
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- Sprint kiosks ring out in cinema lobbies
Sprint Nextel, citing a "natural affinity" between moviegoers and its pool of potential customers, is expanding its cinema marketing program to include interactive kiosks where Sprint customers can scan their phones to receive "upgrades" to a larger-size soda or popcorn. Cinema-ad company Screenvision is rolling out a new lobby promotion -- large stages that display holographic images. NYTimes.com
(7/6)
- Danoo buys IdeaCast, consolidates digital OOH market
Danoo has acquired advertising company IdeaCast from National CineMedia for an undisclosed amount. The deal combines Danoo's networks in cafes and airport newsstands with IdeaCast's airline seatback offering and 1,000-location strong gym network. The combined networks will reach 30 million consumers, according to this article. Mediaweek
(7/6)
- Study: Electronics consumers highly attentive to cinema advertising
People who recently bought electronics equipment were 45% more attentive to cinema advertising than 16 other out-of-home advertising venues, with Xbox consumers scoring even higher on "emotional attachment" to cinema ads at 59%, according to a study by NewMediaMetrics. Other consumers, including frequent JC Penney shoppers, displayed substantially more emotional attachment to cinema ads than to television ads, the study found. MediaPost Communications/Media Daily News
(6/18)
- Digital video networks eye mobile component
Akoo, Danoo and other digital video networks are looking to capture the growing number of smartphone users by integrating mobile platforms into their digital out-of-home campaigns. "It's inherently measurable at a time when advertisers are being held to greater accountability," said Doug Scott of Danoo, which has found the dual platform, currently being launched at New York and Los Angeles cafes, performs better than the Internet. Mediaweek
(7/5)
| Marketing Trends | | |
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- Voice-over artist provides subtle personality to promos
From his home studio in Yorba Linda, Calif., voice-over artist Scott Rummell records dozens of promotions daily for movies and television shows. The job requires not just a mellifluous voice but also the ability to convey the perfect combination of tone and inflection for each script. "The nature of a voice-over is you should not be conscious of it," said Patrick Starr of Fox Searchlight. Los Angeles Times
(6/14)
- ZenithOptimedia: "Guarded optimism" about ad recovery
A new ad spending forecast by media agency ZenithOptimedia suggests the worst of the global downturn has passed and global spending will rise in 2010 on the strength of increased expenditures in emerging markets such as Brazil, India and China. The report also projects online spending will account for 15.1% of total ad expenditures by 2011. "In talking with my contacts around the world, the general feeling is of very guarded optimism," said Jonathan Barnard, Zenith's head of publications. Financial Times (free content)
(7/5), Forbes/Reuters
(7/6)
| Campaigns and Strategies | | |
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- Taco Bell runs "Why Pay More" spots on big screen
Taco Bell is running its first movie-theater campaign to market its value-menu items priced from 79 cents to 99 cents. The "Why Pay More" spots, which are being shown in 171 markets as part of National CineMedia's FirstLook prefeature program, also will debut on TV, according to this article. Mediaweek
(6/28)
- Levi's looks to win millennials with optimism
A new multiplatform campaign from Wieden & Kennedy for Levi Strauss aims to tap into the general feeling of optimism among today's teens and 20-somethings. The campaign launched July 1 and features efforts in print, TV, online, social networking, movie theaters, outdoors and at special events. Doug Sweeny, vice president for Levi's brand marketing, said the campaign was the result of thinking about "how do we connect this 150-year-old brand with what is happening in the youth culture today." NYTimes.com
(6/29)
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 | Since we cannot know all that there is to be known about anything, we ought to know a little about everything."
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| About CAC |
Established in 2003, the Cinema Advertising Council is a national non-profit trade association which serves cinema advertising sellers, the theatrical exhibition
community and the advertising community, acting as a central source of information for the industry. In addition to representing cinema advertising companies that account for over 82 percent
of U.S. cinema screens based on 38,794 cinema screens according to NATO, the CAC's membership is also comprised of companies that provide services and products to the cinema
advertising industry.
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| | Recent CAC SmartBrief Issues:
- Wednesday, June 10, 2009
- Wednesday, May 13, 2009
- Wednesday, April 08, 2009
- Wednesday, March 11, 2009
- Wednesday, February 11, 2009
| | | Lead Editor: Adam Mazmanian
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