SPA Power of Cinema

Slide1: 

THE MEDIUM OF CINEMA QUALITATIVE RESEARCH FINDINGS PREPARED FOR: CARLTON SCREEN ADVERTISING PREPARED BY: SPA JN 11406/RS FEBRUARY 2005

CONTENTS : 

CONTENTS 1. Background to the Research 2. What is the Consumer Experience of the Cinema Environment? 3. What Can Advertisers Learn From This? 4. What Type of Ads Were remembered Most? 5. How Can Cinema Work With TV? 6. Key Conclusions

WHAT WE WANTED TO EXPLORE: 

WHAT WE WANTED TO EXPLORE To examine where cinema fits into consumers lives and what part it plays in the changing media landscape _Research Objectives _Key Questions

WHO DID WE SPEAK TO?: 

WHO DID WE SPEAK TO? _The Sample

HOW DID WE GO ABOUT IT?: 

HOW DID WE GO ABOUT IT? Three hour sessions with focus on the media environments and experiences. All pre-tasked with environment pre-tasks and media diaries for all media Asked to visit the cinema in the week or two before attending as part of this broader task Cinema was not revealed as a specific area of interest until half-way through the groups _The Methodology Extended Media Creativity Sessions TV Immersion Sessions Cinema Immersion Sessions

WHAT IS THE CONSUMER EXPERIENCE OF THE CINEMA ENVIROMENT?- HOW DOES IT FIT INTO THEIR LIVES?- WHAT ARE ITS UNIQUE PROPERTIES?: 

WHAT IS THE CONSUMER EXPERIENCE OF THE CINEMA ENVIROMENT? - HOW DOES IT FIT INTO THEIR LIVES? - WHAT ARE ITS UNIQUE PROPERTIES?

WHERE DOES THE CINEMA FIT INTO CONSUMERS LIVES?: 

WHERE DOES THE CINEMA FIT INTO CONSUMERS LIVES?

WHERE DOES THE CINEMA FIT INTO CONSUMERS LIVES?: 

WHERE DOES THE CINEMA FIT INTO CONSUMERS LIVES? _The Thrill of the Cinema _Escapism _Entertainment _Sociability & Bonding _The Cinema Rituals _Destination Viewing

THE THRILL OF THE CINEMA: 

THE THRILL OF THE CINEMA _The Big Screen Experience Unique big screen experience a visual event impactful and involving sound atmospheric auditorium silence and anticipation

ESCAPISM: 

ESCAPISM _Escaping the Humdrum Rare opportunity to retreat from the everyday grind a safe haven antidote to real life aspiration, fantasy and glamour

ENTERTAINMENT: 

ENTERTAINMENT _High Octane Excitement The high end of entertainment a treat/mood-changing event powerfully emotive/nostalgic blend of aspiration and comfort associated with big stars and talent

SOCIABILITY AND BONDING: 

SOCIABILITY AND BONDING _Social Event/Fun for all the Family Catalyst to ‘together time’ Rare opportunity to bond Sharing with family and peers An extended audience experience

THE CINEMA RITUALS: 

THE CINEMA RITUALS _Don’t Forget the Popcorn Scene setting and anticipation Ensures full focus on the film Special snacks evoke nostalgia Stimulates social bonding and connection

DESTINATION VIEWING: 

DESTINATION VIEWING _Appointment to view A true appointment to view In the ‘zone’ Surrender to the experience Ads are part of the event

SO WAS IT A COMPLETELY POSITIVE PICTURE?: 

SO WAS IT A COMPLETELY POSITIVE PICTURE? Not entirely, but negatives few and far between Plus one pair of 20-something lads– Their view? cinema is an opportunity to “cop off” can be very unfruitful when “all you get at the end is a peck on the cheek!” usually dragged there by girlfriends to see chick flicks waste of valuable boozing time! This said, both visited the cinema 3-4 times a month! N.B. Respondents were free to choose any pictures and were asked to think about the good and bad of each media under discussion – very few negatives for cinema emerged at all

WHAT TYPE OF ADS WERE REMEMBERED MOST?: 

WHAT TYPE OF ADS WERE REMEMBERED MOST?

WHAT TYPE OF ADS DO THEY EXPECT TO SEE AT THE CINEMA?: 

WHAT TYPE OF ADS DO THEY EXPECT TO SEE AT THE CINEMA? Cinema ads are more upmarket (than other media) You see the newer ads at cinema Cinema ads are longer than TV ads Cinema ads have been ‘specially chosen for you in the cinema’ … but on TV they’re for everyone Cinema ads are more entertaining Cinema ads are special vs. TV as ‘everyday stuff’ Cinema ads are for far more successful products and brands _Some Common Consumer Beliefs and Perceptions

WHAT MAKES A CINEMA AD POWERFUL AND MEMORABLE? : 

WHAT MAKES A CINEMA AD POWERFUL AND MEMORABLE? Ads that use the visual power of the big stage to full effect (Cinematic Creative) Ads that blow you away through use of sound (in isolation or in addition to the above) A combination of factors drive memorable and talked about advertising across media. However these factors are amplified by the cinema media environment and some are unique to cinema alone

WHAT MAKES A CINEMA AD POWERFUL AND MEMORABLE? : 

WHAT MAKES A CINEMA AD POWERFUL AND MEMORABLE? Ads that use humour Ads that tap into and reflect the aspirational mindset of the cinema (Sex helps!) A combination of factors drive memorable and talked about advertising across media. However these factors are amplified by the cinema media environment and some are unique to cinema alone

WHAT MAKES A CINEMA AD POWERFUL AND MEMORABLE? : 

WHAT MAKES A CINEMA AD POWERFUL AND MEMORABLE? Ads that challenge you or make you think A combination of factors drive memorable and talked about advertising across media. However these factors are amplified by the cinema media environment and some are unique to cinema alone

WHAT DOES THIS MEAN FOR FMCG BRANDS?: 

WHAT DOES THIS MEAN FOR FMCG BRANDS? Perceived as…more upmarket, successful, elevated, higher status than usual “I thought Lux was quite cheap, like Superdrug but it’s trying to be upmarket” “It tends to be more successful brands on at the cinema, if you stick a brand on that’s up there with other successful brands, then you’re gonna think it’s going to be a really good product” “The Brylcreem ad, It’s not what you’re expecting to see, you think hold a second, I don’t want to watch this, but what on earth is this advertising then it turns out to be Brylcreem, it’s quite clever” “It’s more upmarket ‘cos it’s around other brands that have that kind of status” “Cinema gives a bit of trendiness to an ad - va va voom”

HOW CAN CINEMA WORK WITH TV? : 

HOW CAN CINEMA WORK WITH TV?

HOW CAN CINEMA WORK WITH TV?: 

HOW CAN CINEMA WORK WITH TV? Most adult consumers (teenage and beyond) are very advertising and media literate and are well aware of how each media works upon them and how they work hand in hand to build a campaign “I remembered all the ads tonight, ‘cos I had seen them before” “Cinema makes you feel as if you’re there, ‘cos the screen is big and it draws you in and the surround sound makes you feel as if you’re in that actual place. But at home with the TV you’re basically watching a small space in the TV and you are unlikely to have surround sound, so when you’re watching it, it’s just in front of you” “The adverts you see at the cinema you can usually see on TV before you see them at the cinema. But then if you’ve seen them first once, then you see them again at the cinema you’re more likely to remember them”

HOW CAN CINEMA WORK WITH TV?: 

HOW CAN CINEMA WORK WITH TV? TV Brings… Cinema Adds…

CINEMA IS ABOUT ANTICIPATION: 

CINEMA IS ABOUT ANTICIPATION Nearly half of the audience plan the trip to the cinema a week beforehand Source: CAVIAR 22 (2004)

Slide26: 

Base: All aged 4+ Source: CAVIAR 22 (2004) AND A SHARED EXPERIENCE

ARE YOU SITTING COMFORTABLY? : 

ARE YOU SITTING COMFORTABLY? Just 4% say they are distracted when at the cinema Base: All 7+ Source: CAVIAR 22 (2004)

Slide28: 

Source: CSA/ SPA Qual Research RECOGNISED BY THE CONSUMER

Slide29: 

TV INCREASINGLY FRAGMENTED

Slide30: 

AND VIEWING BECOMING MORE SOLUS Source: OFCOM/ Youth TGI 2004) TELEVISION: Latest OFCOM report shows that approx 80% of households have more than one TV In fact 72% of 7-14s have a TV in their room With the added fact that there are now more than 140 channels, TV is becoming more and more fragmented

Slide31: 

“With fragmenting audiences and an explosion of media choice facing planners, nobody can afford to rely on mass scheduling alone”… “Advertisers should want their messages to reach consumers when they are receptive” Neil Perkin, group ad director IPC (Media Week, 12-19 April 2005)

KEY CONCLUSIONS : 

KEY CONCLUSIONS ….straight from the horses mouth!

Slide33: 

“It’s the atmosphere, the big screen, it’s all large and dark” (Male 18-24, Manchester) Source: CSA/ SPA THRILL OF CINEMA

Slide34: 

“I imagine Gothic Arabiany looking places – that’s what cinema does, it transports you to exotic places” (Female 25-34, London) Source: CSA/SPA Qual Research 2004/5 ESCAPISM

Slide35: 

“I like the popcorn and the ice drinks and being with my aunt and my cousins” Child aged 6-91 “It’s a lovely thing for us to do as a family. It’s nice for us to do something we all enjoy doing” mother, London2 Source: 1CSA/ Dipsticks Coco Pops Research 2004/ 2SPA Qual Research ENTERTAINMENT

Slide36: 

“Everyone laughing around you is infectious, you all start laughing. If you were at home, you wouldn’t laugh” (Male, 15-17, London) Source: SPA Qual Research SOCIABILTY & BONDING

Slide37: 

“ The Popcorn and everything – it’s just part of the excitement. It reminds me of how I used to feel when I went as a kid” (Mum, London) Source: CSA. SPA Qual Research 2004 THE CINEMA RITUALS

Slide38: 

“It’s the pub before and the pub after” (25-34, male London) Source: CSA. SPA Qual Research 2004 DESTINATION VIEWING