Zenith Optimedia is predicting that the small cinema ad market will grow this year and reach 0.6% of the total U.S. ad market by 2014. Several players in the market are taking advantage of new technology to improve consumer interest in cinema advertising. The latest company to make its move in cinema advertising is Screenvision.
Screenvision has just launched The Limelight, a tool which allows advertisers to purchase ads on a national basis. The ads will appear in theaters and also connect with moviegoers through their smartphones after they download the companion app, screenfanz. The goal of The Limelight is to allow advertisers to entertain viewers with 20 minutes of pre-movie content. This entertainment will encourage the audience to play games and win prizes on their mobile phones as part of an interactive pre-movie experience. The tool is designed to appeal to local, regional and national advertisers and Screenvision executives believe that using The Limelight will allow marketers to reach an “immersed, undistracted audience.”
In polls and pilot studies, most consumers with smartphones indicated a significant interest in pre-movie entertainment and the chance to win prizes. In addition, the majority of consumers say they like longer-form cinema ads. An especially important detail for marketers is that men between the ages of 30–39 are particularly interested in these kinds of ‘event-like’ spots made for theater only.
For marketers, a product like this offers a whole new way to access an audience that is too frequently distracted by other media or activities to notice marketer efforts in alternate formats.[Source: Screenvision Redefines the Movie-Going Experience. Screenvision.com. 6 Apr. 2012. Web. 16 Apr. 2012]