Cinema remains one of the most powerful and captivating media for connecting with audiences, as it not only offers an immersive and high-quality experience but also guarantees a highly engaged audience. Through strategic media planning in cinema, brands can leverage this unique environment to generate a lasting impact.

From on-screen ads to interactive experiences, the options for running effective campaigns in this medium are diverse.

But what are the most effective types of media planning actions in cinema?

Below, we break down some of the main ones:

 

 

1.    Screen Advertising

The most traditional and well-known format in cinema is screen advertising before the movie. This type of advertising guarantees maximum visibility since the audience is fully focused on the screen without distractions.

Within on-screen ads, we can distinguish two main types:

•    Commercial Spots: these are short spots, generally lasting 15 to 60 seconds, that are projected just before the movie starts. They are ideal for generating high visibility and capturing the audience's attention at a moment of maximum concentration.
•    Brand Trailers: these spots are similar to movie trailers but focus on telling the brand's story. These ads are longer, generally exceeding 90 seconds and can reach up to 2 minutes or even more, allowing for a deeper narrative.

 

Advantages: 

As we know, screen advertising offers an immersive experience, as ads are projected in high definition and surround sound.Moreover, the audience is in "entertainment" mode, eagerly awaiting the start of the film and free from distractions, which increases the likelihood that your message will be well received.

If you want to learn more about the advantages and benefits of this type of cinema advertising, visit our blog: “Cinema Media Planning: Maximize the Impact of Your Advertising Campaigns”.

 

 

2.    Product Placement

 

Another powerful action that can be performed beyond traditional on-screen ads is product placement within the films themselves. This technique involves including a product, service, or brand logo in the film's narrative, either subtly or prominently, depending on the agreement made. 

Therefore, there are two main ways to carry out product placement:

•    Direct Mention: this type of "product placement" occurs when a character directly mentions a certain product or uses it visibly in a scene.
•    Integration into the Story: in this case, the product becomes part of the plot development, achieving greater recall among viewers.

 

Advantages: 

The main advantage of product placement is that it allows brands to integrate organically into the content that the audience is enjoying. When executed correctly, it can strengthen the emotional connection between the consumer and the brand.

 

 

3.    Brand Activations in Cinemas or Experiential Marketing

 

Another action that can be taken in cinemas is activations and events or interactive experiences organized within the cinema facilities to capture the audience's attention before the movie.

These types of activations may include:

•    Photo Opportunities: these are designated areas where the audience can take photos with elements from the movie or with brand products.
•    Product Sampling: this involves distributing free samples of the product in the lobby or upon entering the cinema hall where the movie will be enjoyed.
•    Immersive Experiences: these consist of creating stands or interactive areas by brands where the audience can playfully and memorably interact with them.

 

Advantages: 

These actions not only manage to capture the attention of attendees but also generate a positive experience associated with the brand. Additionally, it is an excellent opportunity to obtain direct feedback from the consumer.

 

 

4.    Sponsorships of Movies or Film Festivals

 

Sponsoring movies or film festivals is another media planning strategy associated with cinema, although it technically takes place outside of the cinema halls. This technique allows brands to associate directly with film productions or events relevant to their audience. 

These types of sponsorships may include:

•    Presence in Promotional Materials: logos on posters, tickets, and other promotional elements of the movie or festival.
•    Mentions in the Credits: various brands may be mentioned at the beginning or end of the movie as official sponsors.
•    Festival Sponsorships: partnering with film festivals allows brands to be present at multiple screenings and activities related to the event, reaching a specific and generally well-segmented audience.

 

Advantages: 

This type of sponsorship provides brands with prolonged exposure and a direct association in the minds of consumers with the prestige of cinema. This can be particularly effective for brands that wish to project a cultural or aspirational image.

 

 

5.    Advertising in Print and Digital Cinema Materials

 

Appearing in promotional materials that accompany the total cinema experience can also be a key opportunity for brands. These types of opportunities and materials may include:

•    Advertising on Movie Tickets: this involves placing printed ads on the tickets themselves or in the digital purchase confirmations.
•    Advertising in Cinema Programs: printed programs or magazines distributed in cinemas can include ads or sponsored content, which can be an interesting option for some brands.
•    Advertising in Cinema Apps: many cinema chains also have specific mobile applications for ticket reservations, offers, and discounts, providing brands with the opportunity to advertise within them or sponsor alerts and push notifications.

 

Advantages: 

The main advantage of this type of advertising is that it offers multiple touchpoints with the consumer both before, during, and after the movie viewing. Furthermore, being printed or digital materials, they can create a more long-term impact.

 

 

6.    Digital Pre-Roll Advertising

 

With the growth of streaming platforms and on-demand content, we cannot forget digital pre-rolls, which have become an excellent option today.

These pre-roll ads are simply the videos that are shown before a movie or video content on digital cinema platforms and are gaining considerable importance nowadays.

 

Advantages: 

This type of advertising allows brands to take advantage of digital consumer behavior who enjoy cinematic content from home, offering them ads related to the movies they are watching, making the advertised content better received as it relates to the consumer's themes and preferences.

 

 

7.    Movie-Associated Merchandising

 

Finally, movie merchandising is also a powerful option for associating your brand with important film releases. This includes:

•    Co-Branded Products: or collaborations where the brand launches exclusive themed products related to the movie or special editions.
•    Promotional Gifts: distributing free products or discounts on items associated with the movie when purchasing a ticket can also be a good strategy for some of the advertising brands.

 

Advantages: 

Merchandising linked to successful movies can generate a very strong emotional connection between consumers and the brand, creating lasting memories that reinforce the advertising message and the consumer's sense of exclusivity.

 

Conclusion

Cinema remains a unique platform for generating deep and memorable connections with audiences. Through a combination of on-screen actions, product placement, live activations, sponsorships, and advertising in print or digital materials, among others, brands can continue to take advantage of the immersive and captivating environment that only cinema can offer.

 

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At Anima, we are specialists in media planning strategies in cinema and other traditional media. If you are an executive at an agency or brand and want to maximize the impact of your campaigns and those of your clients in this medium, contact us! We can help you design effective strategies and take advantage of all the opportunities that cinema offers for your advertising campaign.