The old adage “cinema is known to boom amid the gloom” has never been truer as it is today in South Africa. With dynamic new cinema innovations you can be sure that advertisers will take advantage of the new opportunities to reach their target markets in focused, uncluttered environment cost effectively, says Petra Liu.
The silver screen will continue to excite its viewers with amazing new innovations such as smell campaigns, 3D movies, and interactive cinema games. Cinema-goers will be able to smell the movies they are going to in the near future, with odour sachets being released during specific times during the movie. This presents an innovative new way to market products such as deodorants.
Additionally, new technology will allow viewers to interact with the movie, voting on disparate endings, and playing games based on the movies they will be watching! Traditional advertising measures such as on-screen advertising, in-line advertising, foyer branding and popcorn branding will be continue to engage consumers in this highly sought after environment.
Digital advertising has made huge inroads into the cost-effectiveness of cinema advertising, allowing marketers to avoid the high costs of 35mm film transfers. Additionally we offer enticing advertising packages that allow for segmented, targeted, audience-specific advertising that reduces waste and increases the effectiveness of the campaign as a whole.
Used as part of an integrated marketing campaign, where print, radio, television and other mediums are used in conjunction with each other, cinema can double or triple the impact of a campaign. Cinema provides a 360-degree marketing environment that is uncluttered and finds the consumer in a relaxed and receptive frame of mind.
Petra Liu is the founding member of Wetpaint.