Hollywood Branding - Movie Theater Advertising & Promotions, Theatrical Distribution, Movie Premieres, and Product Placement
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WHAT'S NEW ON THE PRE-SHOW PROGRAM? INDUSTRY LEADERS DISH
Posted by HollywoodBranding on September 22, 2009
Posted in: advertising, beverly Nation, box office, branded entertainment, Cinema Advertising, entertainment, films, hollywood branding, Marketing, movie advertising.	Tagged: advertising, Arts, beverly Nation, box office, branding, cinema ads, Cinema Advertising, cinema media, digital ads, entertainment, Film, hollywood, hollywood branding, LinkedIn, Marketing, movie ads, movie advertising, movie theater advertising, movie theaters, movies, national cinemedia, NBC, NBC Universal, screenvision, television, television program, Warner Bros.	Leave a comment
What's new at the pre-show?
Cliff Marks and Bill McGlamery
Leading cinema-advertising companies share their latest efforts to make the show before the main feature engaging and entertaining.
Cliff Marks
President of Sales and Marketing
National CineMedia
Tell us about your typical pre-show and what the content usually consists of.
NCM's FirstLook is a digital entertainment and advertising pre-feature program showcasing content from some of Hollywood's most popular entertainment companies, such as A&E Television Networks, NBC, Sony Pictures Entertainment, Turner Broadcasting System, Universal Pictures, Walt Disney Studios Motion Pictures and Warner Bros. along with national, regional and local advertising seen on approximately 15,500 digital screens nationwide.
FirstLook provides both a high-quality entertainment experience for patrons and an effective marketing platform for advertisers. Designed with the audience in mind, FirstLook ends approximately at the advertised movie showtime (when the film trailers begin) and its entertainment content segments are rotated between theatres about every two weeks to help ensure that frequent moviegoers are entertained by fresh content. Multiple versions of FirstLook are presented every month throughout NCM's media network, and each FirstLook presentation is tailored to a specific film rating category to provide age-appropriate content and advertising for the movie audience.
Who are your pre-show content providers?
A&E Television Networks, NBC, Sony Pictures Entertainment, Turner Broadcasting System, Universal Pictures, Walt Disney Studios Motion Pictures and Warner Bros.
Which pre-show content has been especially successful?
Our entertainment content has been very successful, especially content which is uniquely created for FirstLook and highly relevant for the moviegoing experience. We have just renewed multi-year deals through 2011 with NCM FirstLook content partners A&E Television Networks, NBC Universal and Warner Bros.
What new forms of content have you introduced this year?
Several new clients are buying NCM's cinema-advertising network for the first time in 2009, including clients in the packaged goods, sports apparel, import auto and telecommunications categories. We are also starting to see interest in the technology area, a whole new category for us. Earlier this year, E*Trade gave movie goers a "FirstLook" at a "Director's Cut" featuring the outtakes from its popular "Talking Baby" Super Bowl campaign. The humorous campaign really resonated with movie audiences and elicited terrific response. Another great example was when Ford Motor Co. launched a nationwide campaign using NCM's FirstLook pre-show to highlighting its charitable giving with a two-minute content piece shown before "G" and "PG"-rated films. The content focused on the philanthropic work of the Ford Motor Co. Fund—both its financial contributions and the thousands of hours of volunteer work performed by Ford employees. Ford, like a lot of advertisers these days, followed the people who are flocking to the movies during the downturn.
Does audience feedback or interactivity play a role in your pre-show?
Yes. NCM is taking cinema advertising beyond the big screen with a new 360° mobile, online and onscreen campaign called "r8 it" (pronounced "rate it"). It is an interactive mobile text/WAP polling program that gives moviegoers a unique way to share their thoughts immediately after enjoying a film in their local theatre. Through messaging in onscreen spots in NCM's FirstLook pre-feature program, Lobby Entertainment Network (LEN) and box-office handouts, audiences are asked to text in the name of the movie they just saw, and will then receive a message back featuring a fun question that asks them to rate a particular element of the film. As an incentive to play, "r8 it" participants become eligible to win movie tickets for a year.
Results of the polls are showcased online at www.NCM.com/r8it and through the new "r8 it" app that is distributed over the NCM Media Network of more than 20 entertainment-related websites.
As an extension of FirstLook online, NCM.com's "r8 it" provides a unique integrated marketing platform with multiple touch points for clients. Maintaining that connection with people when they are looking for showtimes or after they left the movie theatre was always the missing piece of the puzzle, and now we have a way for advertisers to complete the picture. Perhaps even more importantly, "r8 it" also creates fun, user-generated original content that encourages interaction with the brand and will keep audiences coming back for more.
What makes a good and effective pre-show? What kind of content works best?
A good pre-show is entertaining and relevant to the moviegoing experience, while at the same time being an effective marketing platform for brands. The entertainment content from our world-class partners works especially well, but any advertising that is high-quality, innovative and interesting can resonate on the big screen and generate high rates of recall.
What does your research show about the audience's feelings about your pre-show?
Cinema is an engagement medium—it provides one of the most engaging ad environments of all major media, with consumers paying attention to ads at a rate of two to five times greater than television.
Research shows that consumers have become accepting of cinema advertising as part of the moviegoing experience—according to E-poll, 90 percent of audiences prefer pre-show entertainment content and advertising over a blank screen. One reason that audiences are so responsive to NCM's cinema advertising is that our FirstLook pre-feature program is respectful of the movie theatre experience, ending at about the advertised movie showtime when the film trailers begin. As discussed previously, we also rotate entertainment segments approximately every two weeks to help ensure that frequent moviegoers are entertained by fresh pre-show content.
What new content will you be introducing?
We are working with more and more brands to create long-form content so that in the future, audiences might enjoy an entertaining content segment from a consumer brand, as well as from our current group of movie studio or television network content partners.
Screenvision's digital pre-show aims to revive the great tradition of pre-feature entertainment programming. Their host-format magazine-style show—the only hosted show in the industry—is designed to entertain moviegoers while sparking interest in advertiser messaging. Host Bradford How guides moviegoers through the pre-show experience, introducing advertiser and entertainment content segments that run alongside exhibitor messaging and entertaining trivia, all supported by a contemporary music soundtrack.
Content segments consist of a variety of behind-the-scenes looks at film and TV programming, world-premiere music-videos and branded entertainment pieces. Advertisers and content partners provide this entertainment-driven material, which is seamlessly blended with Screenvision-produced content to create an attractive 20-minute show that's become part of the moviegoing experience.
Advertisers have included HBO, the E! cable network, Verizon, Daimler Chrysler and the National Guard.
Screenvision's digital pre-show offers a variety of brand-building opportunities for advertisers: Long-form content segments give more time to reach and engage consumers with messaging. Product integration through content or hosted segments enables advertisers to creatively highlight key product/brand attributes.
Sponsorship of show segments, music, trivia or the entire pre-show provides valuable brand presence in front of an attentive audience. And traditional slide and spot advertising allows advertisers to run existing creative on the big screen.
Screenvision's high-definition digital pre-show plays on 7,000 screens nationwide, with the majority deployed in the top 50 DMAs across 25 key exhibitor partners, including some of the nation's most luxurious theatres. Participating circuits include Carmike, Clearview, Coming Attractions, Consolidated, Dickinson, Great Escape, Harkins, Loeks, Malco, Mann, Marcus, Muvico, National Amusements, Pacific, Premiere, Rave, UltraStar and Wehrenberg Theatres.
Consumers give Screenvision's digital pre-show high marks, achieving 94% receptivity levels, with even higher praise from young adults and teens.
(adapted from pre-show information at www.screenvision.com)
Bill McGlamery, President
UniqueScreen Media
A Cinedigm company
The preshow program is a hosted voice-over package made up of local advertisers utilizing both motion graphic ads and video spots along with PSAs for our exhibitor partners and Preflix-branded entertainment content. The entertainment content includes music-videos, behind-the-scenes interviews and commentary and movie trivia.
The entertainment content is all developed in house utilizing materials provided by the studios and Cinedigm's Entertainment Group.
Who are your leading theatre customers?
We represent over 50 exhibitor partners and all are an important part of our footprint. Some of our largest exhibitor partners include Marquee, MJR, Jack Loeks, Santikos and Carmike, Alliance, Allen, B&B, Cinema West and Neighborhood.
The music-videos and interviews have been particularly successful, as they offer more audience interaction and are often content that isn't readily available to the public.
We have added text-messaging features and song download options to some of the content.
Yes, on a small scale today. We are currently working toward more audience interaction with the program.
We believe an effective pre-show maintains a balance of unique, entertaining content and well-crafted, targeted advertising which captures audience members' attention and slowly draws them into the overall moviegoing experience.
We are working on several things, from increased audience interaction with both the entertainment and advertising content to a new content provider that would bring current Hollywood news and movie entertainment to our program.
http://www.filmjournal.com/filmjournal/content_display/news-and-features/features/cinemas/e3i2abb9d0f8f4b8fdcbedead32044fde4d?pn=1
About Hollywood Branding:
Hollywood Branding, started in 2001, works with 30 marketing companies to provide a simple, stress-free avenue to research and run ad campaigns on movie theaters nationwide.
Our database includes every cinema in the U.S. that offers any kind of advertising opportunity on-screen or in the lobby. We offer free planning, rates, research, and media buying expertise.
Some of our clients include Disney, US Army, the Food & Drug Administration, the state of VA, the city of Los Angeles, the FL Health Department, the state of OR, the Leukemia & Lymphoma Society, eBay, and the National Crime Commission.
Email Beverly Nation : hollywoodbranding@gmail.com
www.HollywoodBranding.com
3D Monsters vs. Aliens Trailer to Air During Super Bowl
Posted by HollywoodBranding on January 9, 2009
Posted in: advertising, branded entertainment, branding, Cinema Advertising, digital, digital ads, hollywood branding, interactive, Marketing, mobile marketing, movie advertising, NFL, out of home, promotions, sponsorship, sports, Super Bowl.	Tagged: advertising, beverly Nation, box office, branding, Chuck, cinema, cinema ads, Cinema Advertising, cinema media, cinemas, digital ads, entertainment, films, hollywood, hollywood branding, Home Entertainment, LinkedIn, Marketing, marketing research, Monsters Vs Aliens, movie ads, movie advertising, movie theater advertising, movie theaters, movies, national cinemedia, NBC, nightmare on elm street, Pepsi, promotions, screenvision, South Beach Beverage Company, Super Bowl, Television advertisement, trailers.	Leave a comment
by Erik Davis Jan 4th 2009 // 12:02PM
Filed under: Animation, Fandom, Exhibition, Newsstand, Home Entertainment, Movie Marketing
During the Chargers vs. Colts playoff game yesterday, NBC was airing commercials advertising a 3D trailer for the movie Monsters vs. Aliens (first of its kind?), which will also coincide with the airing of a full episode of the TV show Chuck in 3D. The trailer will arrive at the end of the 2nd quarter of the Superbowl, and yes — you'll have to pick up a pair of 3D glasses to watch it. Apparently, these 3D glasses — which will be just like the ones you wore growing up, with one side red and the other blue, will be available at select Pepsi and Sobe kiosks leading up to the big game. No word on where these special kiosks are located, but I'm sure there will be a formal announcement and/or a website with exact details coming very soon.
Is it a fun gimmick that'll give folks something to look forward to during the Superbowl? Yes, definitely. People like little things like this, especially the ones who have kids and host big game day parties. But does it show the world how far we've come in the advancement of 3D technology? Not really. These will probably be the same glasses I wore to watch 1991's Nightmare on Elm Street 6. Then again, maybe it's about getting people used to the idea of 3D again — bringing it into their homes, seeing how far they'll go to buy the glasses on their own, etc … What do you think? Is this something we should be excited about?
Network TV Audience Continues to Erode by Double Digits
Posted in: advertising, branded entertainment, branding, broadcast, Cinema Advertising, digital, digital ads, hollywood branding, Marketing, movie advertising, network program, promotions, television, television program.	Tagged: advertising, Alan Greenspan, Arts, beverly Nation, box office, branding, cinema, cinema ads, Cinema Advertising, cinema media, cinemas, digital ads, entertainment, films, hollywood, hollywood branding, Jeff Zucker, LinkedIn, Marketing, marketing research, movie ads, movie advertising, movie theater advertising, movie theaters, movies, NBC, Oprah Winfrey, screenvision, television, Television network, television program, trailers.	Leave a comment
Wayne Friedman
http://www.mediapost.com
In just the last two years, 25% of network TV's prime-time viewers have departed, and, odds are, they aren't coming back. At the same time TV program costs have skyrocketed.
Wonder why NBC is going with Leno every day at 10 p.m.?
The future of network TV is actually the future of TV syndication. There's good news there: "Wheel of Fortune," "Jeopardy" and "Oprah Winfrey" have been on the air for just about three decades each. So network TV has a lot to look forward to: plenty of constancy, but also plenty of boredom.
Network TV is not turning to cable or to the Internet for its near-term financial model. The new digital TV world isn't growing fast enough for NBC's Jeff Zucker. Those digital pennies he talks about will still be digital pennies — and not TV dollars — for quite some time.
The cable model? Network TV stations have yet to garner that full-scale dual revenue stream the cable networks have — although CBS' Les Moonves says retransmission fees are making some inroads.
New TV estimates say prime time will see a major contraction in advertising dollars — some 7% to 8% overall — this year. At last year's $9.2 billion dollar upfront broadcast prime-time level, that could come to a disappearance of some $732 million dollars.
Where will those dollars go? To YouTube, Canoe Ventures, Screenvision, MobiTV, ESPN, or CBS Television Distribution?
The big slap on the head comes from the fact that even former Federal Reserve chairman Alan Greenspan says he blew it by letting the nation's banking system go fairly unregulated over the last few decades. The bigger slap was that virtually no one saw this coming.
Many have made entire careers out of predicting network television's demise — or if not the medium itself, then its upfront advertising process. Yet TV advertisers continue to grumble but move in predictable fashion. Where else can anyone go but network TV? Stick with what still has scale and efficiency, say media analysts.
But someday that scale may not be scale. If erosion of network TV viewership continues its double-digit percentage pace, this becomes just an easy math problem.
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