Design Innovation Digital Cinema Advertising What is Digital

Design Innovation Digital Cinema Advertising

What is Digital Cinema Advertising? Digital Cinema Advertising is an interactive advertising media which: ü engages captive movie audiences. ü creates the highest recall and retention of any advertising media. ü promotes your business with no competition for viewer attention.

The Strengths of Digital Cinema Advertising • Immediacy • • • Low Production Costs Low Overall Media Cost Easily Measurable Geographic Targeting Demographic Targeting Captive Audiences High Audience Participation High Quality Color Large, High Impact Format Low Clutter High Frequency High Recall & Retention

Advertising Media Comparison Summary

Advertising Media In Comparison The Yellow Pages are limited by: • monochromatic format. • high clutter. • alphabetical name penalty. • high competition for viewer’s attention. • high cost.

Advertising Media Comparison Television is limited by: • Ti. Vo, DVR technologies that allow audiences to blank ads. • ability to channel surf during ads. • a highly segmented viewing audience. • audiences who typically find other things to do during the ads. • high production costs. • low retention and recall rates.

Advertising Media Comparison Radio is limited by: • listener’s ability to channel surf during ads. • XM radio which boasts NO ads. • the inability to track who’s listening. • high competition for attention. • high cost. • lower retention rates than television among its listeners.

Why Digital Cinema Advertising Works HIGH VISIBILITY – NO COMPETITION Large Digital Color Format No Clutter No Alphabetical Name Penalty No Competition For Viewer’s Attention

Why Digital Cinema Advertising Works CAPTIVE AUDIENCES Audiences: • arrive 19 min. (avg) before the start of a show. • are in their seats 13 min. (avg) before the start of the previews. • come relaxed and receptive. • come with a “willful suspension of disbelief…” • engage in and enjoy the ads and trivia.

Why Digital Cinema Advertising Works HIGH RECALL & RETENTION “After you sat in your seat, do you recall seeing any on-screen advertising before the move began? ” 94% 92% 91% 90% 88% 12 -17 86% 84% 18 -24 25 -54 83% 55+ 82% 80% 78% Source: Arbitron Cinema Advertising Study 2003

Why Digital Cinema Advertising Works HIGH RECALL & RETENTION Recall Comparison of On-Screen vs Television Ads 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% After 1 hour After 1 week On-Screen Advertising After 4 weeks Television Source: Journal of Consumer Marketing After 3 months

Why Digital Cinema Advertising Works Reaches Desirable Demographics Percentage of age groups attending the movies last month. 55+ 25 -54 86% 83% 18 -24 91% 12 -17 81% 92% 83% 85% 87% 89% 91% 93% Source: Arbitron Cinema Advertising Study 2003

About The Average Movie Audience SURVEYS SAY THE AVERAGE MOVIE GOERS… • • • watch less TV than average. are high internet and technology users. read less newspapers than average. have higher than average expendable incomes. is mostly between the ages of 12 – 35. Source: Arbitron Cinema Advertising Study 2003

About The Average Movie Audience Surveys report that movie audiences make higher than average purchases in the following areas: Technology - Entertainment - Travel - Financial Services Automobiles - Outdoor Leisure - Real Estate - Dining Out Source: Arbitron Cinema Advertising Study 2003

Your Business Needs To Be In Front Of These Audiences! Prime Cinemas Average Yearly Ticket Sales 470, 000 People Per Year! • 202, 100 movie goers will eat somewhere before/after a movie. • 65, 800 will go shopping before or after a movie. • 9, 400 movie goers will visit a drinking establishment before/after a movie. Activities of Movie Goers Before and After a Movie 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Eating Out Shopping Drinking Activities of Movie Goers Before and After a Movie Source: Arbitron Cinema Advertising Study 2003

Welcome To Digital Cinema Advertising You’re In Good Company…

Sources of Information: Arbitron Cinema Advertising Study 2003 (available online) Arbitron Cinema Advertising Study 2007 (available online) Scarbourgh Research (available online) Journal of Consumer Marketing (available online; subscription required) Motion Picture Association of America (available online) Prime Cinemas L. L. C. This Presentation by Design Innovation © 2009