Before the first television ad ever aired, business owners used movie ads to promote their products and services. Advertising messages flickered across the screen before main features, much as trailers do today. As television advertising gained a marketing foothold, cinema advertising dwindled but did not completely die out. With the advent of DVD and DVR devices that allow viewers to skip around television ads, businesses are again looking at film advertising as a viable marketing option.
Film advertising companies are there to meet the growing demand, offering campaigns and theater placement that let businesses target local and even national audiences. A 2005 impact survey by an independent research firm shows that moviegoers find cinema ads 65% more memorable than local newspaper ads while 73% of moviegoers familiar with a local business demonstrate the likelihood to purchase. If you are considering movie theater advertising as a way to expand your business, here are a few tips to consider:
1. Find film advertising companies that create campaigns and place ads in theaters.
2. Consider in-film advertising that can get your product featured in a movie or television shot.
3. Find sites with sample movie ads and portfolios to get a feel for what you want.
Action Steps
The best contacts and resources to help you get it done
Search for consultants who are expert in film advertising and placement
Most movie advertising companies offer several spot options: non-digital static slides appear onscreen for a few seconds and are featured a number of times before the feature begins; digital provides animation with or without voice-overs; while rollingstock is attached directly to the film and rolls before the feature begins.
I recommend: Screenvision helps small and midsized businesses grow their market both locally and nationally with a variety of movie ad options, including static, slides and digital. It also offers lobby promotion, where entering moviegoers can view your ad in the main lobby.
Velocity Cinema Advertising also provides slides, digital and rollingstock and specializes in placing regional ads in theaters across the nation.
Find in-film services to place your products in movie scenes
You don't have to be a name brand to be featured in a Hollywood flick or an independent movie. In-film advertising, also known as brand integration, is more commonplace and attainable for regular products. Find consultants who can pair your products with major and independent studios.
I recommend: PlaceVine is an information service that searches and assesses in-film marketing opportunities for companies. They then negotiate with film studios and movie production companies for product placement.
Eclipse Worldwide helps companies identify which film releases would offer great opportunities for product placement.
Look for a movie advertising company that provides samples and portfolios on its site
As with any service, you need to research the services that meet your needs. Find a movie advertisement service with samples and portfolios right online to get an idea of what you want for your movie ad.
I recommend: Entertainment Media, LLC, provides movie advertising services that places ads both locally and nationally. They offer client ads that give you a sense of the finished product.
Ostrow Alliances, a consulting service that does in-film advertising, has a great portfolio of the various campaigns it has done for other clients, including the shows and films in which they were featured.
Tips & Tactics
Helpful advice for making the most of this Guide
- With the expansion of DVD premiums, marketers are noting future opportunities to advertise. DVDs may provide the next wave of film advertising.
The official source of Film Advertising is the Film Advertising page at Business.com
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