Advantages of Cinema Advertising

The Cinema Advertising Council (CAC), a trade association composed of cinema producers, directors and other film distributors, is responsible for promoting and implementing a common community interest in cinema advertising. The membership of the CAC is varied, with representation from major motion pictures, television networks, independent producers, the theater owners, video rental companies, producers of television programs, and independent filmographers. The major function of the CAC is to promote the economic well-being of cinema producers through effective planning and programming of cinema advertising. Consistent with that purpose, the following objectives of the CAC are:

To foster independent cinema advertising through creative content development and production of distinctive cinema advertising campaigns that build awareness and associate the benefits of seeing a movie in a particular cinema. The effectiveness of such advertising depends on carefully choosing the right kind of targeted ads, using suitable words, and creating an integrated campaign that includes both conventional and digital media. To this end, the CAC seeks to strengthen the voice of cinema advertising, while also providing information and guidance to the public regarding the cinema advertising process, its costs and benefits.

Promoting cinema advertising is a complex process, one that requires careful thought and implementation. The type of cinema advertising is important and varies widely depending on the type of movie being advertised. Advertisers therefore should exercise great care and creativity to determine the best types of cinema ads that will reach their target audiences. It is also crucial to ensure the choice of cinema ads does not appear to be commercialization. This is because the primary goal of cinema advertising is to create an emotional reaction and to therefore avoid the banality that characterizes the use of television for advertising.

In the case of cinema advertising, it is very common to use TV screens rather than cinema screens. This is because TV screens can be used as advertisements and thus it provides the advantage of creating an awareness of the product or service directly to the target audience. It is believed that most people are more influenced by the images they see on tv, so a well-designed and well-written advert would be able to influence more people and increase the chances of them remembering the message more than they would be influenced by an article that is simply written. This is why many television stations are now including a brief history of the company that has just advertised on their website, as this can greatly improve recall.

Although TV advertising is becoming increasingly competitive, it remains to be seen if the TV will become the dominant medium for cinema advertising. Studies suggest that TV offers greater control over brand recall, but that is not to say that cinema advertising will be unnoticeable when compared to commercials on TV. Both still have their advantages. A well-made film ad that complements a brand's image can be given more impact and, by having multiple images, can generate more awareness among the target audience.

With cinema advertising techniques taking on a digital edge, it can be said that this form of advertisement is already having an influence on the manner in which we watch and read. People tend to remember the cinema advertisements that they have seen and, as a result, these images have become embedded in their memory. The images that are shown on the big screen can be very symbolic of the brand, and thus it is highly important to ensure that they are representative of what the brand represents, as studies have shown that consumers associate a lot of importance with symbolism.