*CYBERTORIAL: Cinema performance in 2015 has been revolutionary, ground-breaking and worthy of an Oscar Award as it hits its biggest success yet. Having broken several records this year in terms of content as well as hitting new highs when it comes to attendance, 2015 is indeed the year of cinema.
Cinema is dazzling, with Ster-Kinekor theatres showing a 9% increase in attendances for the first eight months of the year. This amplifies the efficacy of cinema because not only are people in the cinema but they are actually watching the ads. They also do so within the most conducive environment, delivering the highest impact, highest ad recall and willingly opting-into the engagement. Worth noting is the value of this audience as it has a high propensity to purchase.
A diverse range of brands appear on the big screen for good reason. In April Ster-Kinekor announced its biggest box office and attendance weekend, beating previous records by more than 25%. This came about with the national release of Fast & Furious 7 (aka Furious 7), box office sales and attendance sky-rocketed to a record high. This seventh instalment within the franchise took its place as the fourth-highest global opening of all-time behind behemoths such as the two films in the Harry Potter franchise and Marvel’s The Avengers.
Preceding the success of Furious 7, is the achievement of cinema’s biggest box office for a single day ever: Valentine’s Day, when Fifty Shades of Grey helped smash Ster-Kinekor’s previous best box office day by a phenomenal 47%. The film grossed a staggering R20 971 652 in its four-day local run, which beats the opening total of any other film released on local soil. The film now holds the South African record for the all-time opening weekend for a non-3D film, the highest opening film for 2015 and the all-time opening weekend of all films released at the local box office.
Other hits this year bringing in the masses include The Avengers: Age of Ultron, Jurassic World, The Minions Movie, Disney’s Cinderalla, Home and Ballade vir ‘n Enkeling to name a few.
Brands should be considering cinema for their upcoming campaigns especially with the following titles due for release: The Hunger Games: Mockingjay – Part 2, which is the last instalment of this franchise. The latest 007 movie Spectre, Star Wars Episode VII: The Force Awakens, Macbeth, Norm of the North, In the Heart of the Sea, Point Break, Pixar’s The Good Dinosaur and Deadpool, to name a few.
Brands need not only capitalise on cinema through advertising. There are Exclusive Previews available whereby the entire cinema can be booked for private or corporate guests for the screening of a movie before its release date. Special Functions such as team builds, conferencing, staff incentives and the like are also on offer.
With the upcoming months set for success in terms of content as well as audiences’ commitment to seeing their favourite films only on the big screen, this is illuminating proof of just how far the cinema platform can take a brand.
For more info about Cinemark visit www.cinemark.co.za, follow them on Facebook CinemarkSK and on Twitter @Cinemarksk. For Exclusive Previews and Special Functions contact Samishni Pillai via email samishnip@sterkinekor.com.
*Cybertorial is sponsored content.
