|
|
|
|
America loves the movies.
It is compelling entertainment that the whole family can enjoy and tops the list of adult leisure activities - even beating out such popular activities as dining out, entertaining friends or relatives at home, and reading books.*
Illustrating the power of cinema and America's enduring passion for the movies, in 2008, US box office was $9.79 billion, an increase of 1.7% in total domestic box office figures over 2007. The studios helped to drive attendance by releasing a whopping 610 new films, up 1.8% over 2007**.
Cinema Advertising has also contributed to the overall cinema experience. Since the CAC's founding in 2003, the industry has tracked healthy, year-over-year growth. This upward trend continues as cinema advertising delivers advertisers a premium marketing opportunity in a unique environment with an attentive audience, multiple consumer touch points, and new technologies-including digital capabilities delivering flexible and entertaining pre-shows.
John Fithian, president of National Association of Theatre Owners (NATO), speaking at the 2nd Annual "Marquee Marketing at the Movies" noted that Cinema Advertising has become part of the core business of theatre owners,citing that cinema advertising income ranks third in revenue streams behind ticket sales and concessions. And, regarding audience acceptance, said that patrons are not just comfortable with the pre-show, but that they actually like it.
The cinema audience is unique in that it is attentive, engaged, and comprised of highly desirable young, affluent, and well educated consumers who aren't distracted by telephones, remote-control devices, electronic media, or simply performing household activities away from broadcast media during commercial breaks.
Measured in terms of year-over-year revenue growth, Cinema Advertising proved to be one of the fastest-growing media in 2008 based on figures available from the Cinema Advertising Council (CAC). The CAC announced that in 2008, cinema advertising revenue grew 5.8% over 2007, equating to $571.4 million.
The medium's impressive growth can be attributed in part to the advancement of the digital platform. Within the last two years, a primary contributor to the rapidly increasing use of the medium by national advertisers has been the shift from analog to Digital projection systems, easing barriers to entry driven by production and flighting practices.
This shift to digital production systems has also led to the development of "digital pre-shows" which enable cinema advertising vendors to project advertisements in a seamless presentation of motion advertising and long-form, entertainment-based content.
|
|
|
|
|
|