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MAKE EVERYDAY ADVERTISING IDEAS WORK

55 Using the cinema to spread the word

The greatest attraction of the cinema from a marketing
point of view is the fact that they have a lot of people
passing through. The cinema attracts customers with dis-
posable income and many other businesses need to attract
these customers as well.

The advertisements we watch before the movie are
growing in popularity once gain. The image of cinema
advertising has undergone vast improvements in the past
few years with new look commercials produced by state-
of-the-art graphic designers. One of the best features of
cinema advertising is that you can choose which movies
you would like to be featured in. This enables you to target
a specific audience that a particular movie would attract.

Like most advertising, the costs are negotiable. The key
to success is good placement of your advertisements and
having a good visual picture. I am a firm believer that to
be remembered you really need to be funny or you need
to make a sensational offer with this type of advertising.

Businesses that are close to a cinema could benefit the
most from cinema advertising. Restaurants offering movie
and meal tickets are particularly suited.

Movie audiences tend to be in the 15–35 year age
group. If your target market (your potential customers) are
in this age bracket your business may benefit from cinema
advertising.

Another way to promote your business with the cinema
is to host the premiere of a new movie. Your company
purchases the rights to this movie and you can invite as
many people to the launch as will physically fit into the
cinema. I remember being invited to a premiere of the
movie Arachnophobia by a local pest control firm several
years ago. They had their banners all over the cinema and
they handed out flyers to people on the way out. This is

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