The big screen is an industry that evolves just as quickly as her own interests, ambitions and skills. In fact cinema isn’t losing her attention anytime soon, says Kim Cox.
I love this industry and I love the work that I do. I have been fascinated by Hollywood since I was a child so cinema is the perfect place for me.
With a history in sales that extended from real estate to pharmaceuticals, I am no stranger to rewarding careers. However, it was Cinemark, the sales company for Ster-Kinekor, which truly captured my imagination. Constantly evolving and expanding, the industry has mirrored my own growth.
Cinema has gone through a true metamorphosis in the past five years as digitisation has made advertising on cinema easier to plan, more flexible and definitely a lot more affordable. Advertisers can convert their ads to 3D without incurring massive expense and can change ads frequently, as production lead times have shortened drastically. The improved sound and picture quality that digital offers also enhances the memorability of the experience.
With an experienced history in various sales, I have to say media sales are completely unique as you are selling ad space months in advance. In the case of cinema, clients are buying an audience based on the content screened. Just as other industries rely on the quality of their products, content is king for us too.
Dedicated and invested in the big screen as I am, I would like to dispel the myth that cinema is expensive. It’s an extremely affordable way of reaching an affluent, younger to middle-aged audience that is relaxed and receptive. Our recently launched guaranteed audience package allows advertisers to buy an audience for a specific rate. In addition, digital and cinema are the only two media types that provide an empirically audited audience – we don’t rely on surveys and sample panels to establish the scale of our audience. This is key for marketers as measurability is imperative to any campaign run responsibly.
Cinema advertising is not simply about the onscreen element. Advertisers can capitalise on creative activations to compliment the onscreen execution, thereby enhancing brand engagement. The integration of digital apps and social media also allows for a unique experience with multiple touch points for the audience.
What is also important to note is how cinema fares across the globe and where the growth is coming from. Cinema grew globally by 1% in 2014, driven by growth in the Asia Pacific region – where there was a 12% increase overall. This was reported in the MPAA’s annual Theatrical Market Statistics Report. I think it bodes well for an emerging market such as South Africa. We are seeing growth too, predominantly in occupancies of our premium cinemas, Cine Prestige and IMAX. It is incredible how cinema patrons want that larger than life, luxury experience. It is definitely an exciting time for cinema both globally and locally.
I am passionate about the movie business and fully invested when it comes to finding creative solutions for clients.
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