Cinema is appealing to a more diverse group of consumers than ever before, making it an attractive platform for most brands to utilise. This is why we decided to take a closer look at its full potential in our recent whitepaper Changing Behaviour with the Power of Cinema.
To ensure you reach and engage your target audience effectively with your cinema promotion, you’ll need to be aware of these 5 consumer trends and consider their potential impact on the outcome of your campaign.
1. Younger audiences are the most frequent film goers
Deloitte Media’s 2015 Consumer Survey found that nearly 70% of 16-34 year olds visit the cinema at least twice a year, compared to 49% of 35-54 year olds and 35% of 55+ year olds. So although the platform attracts consumers from all age groups, cinema remains at the top of the list of leisure activities where young people choose to spend their money.
With rising ticket prices affecting young people the most, they are a valuable audience to target with cinema promotions…
18-24 year olds said they would find cinema tickets the most appealing prize in an instant win promotion. – Fotorama 2016 UK Shopper Survey
2. The boys love cinema
This isn’t to say that the girls don’t, but according to Deloitte, 88% of 16-34 year olds who engage with cinema are male; making up 25% of all UK cinema admissions!
With the latest technological innovations in the industry, such as 3D or 4DX screens and IMAX cinemas, meeting the boys’ ‘need’ for the latest trend, this group are growing increasingly fond of cinema experiences.
“The best place to experience a movie is where the director intended: on the biggest screen, with the best sound.”
To exploit this consumer trend, ask yourself who you are targeting and who your brand aligns with. If your brand is targeting, or has the potential to resonate well with males, find a film that is going to appeal to the majority.
What genre might they like? Does that genre align with your brand? Does that particular film share similar values to yours?
Once you have chosen a fitting film, consider ways in which you can provide maximum impact and enjoyment with your promotion – and don’t forget to encourage your willing audiences to spread the word via social media!
3. Event cinema is on the rise
Event cinema, otherwise described as ‘non-theatrical programming enabled by digital’ (a bit of a mouthful, we know), is a live stream or recorded performance of arts events. From music and theatre to ballet and sport, this new genre is engaging with both a new and lapsed audience.
Event cinema has recorded a 35.2% boost in revenue over the last two years, reaching nearly $300m in 2014. – IHS Technology, 2015
The sudden growth in popularity can be credited to the memorable experience event cinema has to offer. Whether consumers were unable to grab tickets to the live event, or simply couldn’t make it, they now have the opportunity to experience something they would have otherwise missed out on.
Although event cinema has attracted a large audience, the British Film Institute say that 65-69 year olds have been particularly engaged with this platform – an audience who also invest 30-40% more in concessions.
Tap into this trend and incentivise consumers with complimentary food and drink to enhance their in-cinema experience
4. Customers are enjoying cinema technologies
The world is growing to be more technologically orientated every year and is witnessing a demand from consumers for brands to offer the latest, most advanced experiences available. With the in-cinema experience constantly being improved, cinema promotions can fulfil the digital demands of today’s consumers.
UK cinema is considered a full experience rather than an event, with screen technologies such as laser projection and premium additions like comfortable seating enhancing the consumer’s enjoyment.
So how advanced are UK cinemas?
- 45% of UK screens are now 3D enabled
- Odeon Cinemas trialled iBeacon and scanning technologies
- Cineworld replaced its first generation multiplexes with modern venues
- Showcase Cinemas invested £10m in 9,000 luxury recliners
- Picturehouse Central boasts a seven screen cinema with a restaurant, bar and roof terrace
“Developments of cutting-edge technology continue to give cinema the WOW factor!” – Zoe Jones, DCM
Simply offering a free cinema ticket as part of your promotion might not appeal to a large consumer base anymore, whereas offering a premium experience could tap into a valuable audience.
But what makes them so valuable?
Today’s tech savvy consumers are intelligent, motivated and engaged – interacting with them keeps your brand relevant and on trend.
5. Cinema makes people happy
When compared to other media channels, the 2015 survey ‘Reel Happiness: Understanding the emotions of cinema goers’ discovered cinema sparked the highest happiness levels in consumers.
Cinema, more than other channels, immerses customers in an experience which has been designed to promote a positive mindset. Taking advantage of this and utilising cinema promotions in your brand’s strategy will encourage engagement and improve the likelihood of brand loyalty. After all, it is logical for brands to build on the positive buzz!
“The connection is there and consumers clearly respond to the pairing of brands and cinema. Where companies continue to add real, discernible value is by offering free cinema tickets to reward loyal consumers. It completes the circle.” – Mike Croston, Filmology
Consumers are at the heart of all marketing activities, so understanding their behaviour and motivations is an integral part of designing a strategy. Although these five trends outline what you need to know before executing your cinema promotion, for more consumer insight download our FREE whitepaper.