As cinemas nationwide are welcoming back moviegoers to watch highly-anticipated films on the big screen, cinema advertising is set to see a resurgence.
Movies are a source of entertainment for many. Whether it’s an action-packed blockbuster or a romantic comedy, we watch movies to take a breather from everyday life. Sure, you can watch films on streaming platforms these days, but nothing beats the heightened film-viewing experience you get from the enormous high-definition screen and impeccable surround sound system of a cinema.
Back when Movement Control Order (MCO) was implemented, the cinema industry was among the hardest-hit sectors due to prolonged closure caused by pandemic uncertainties. However, cinemas in Malaysia are now reopening their doors with strict standard operating procedures (SOPs) in place - a welcome relief for movie buffs who are deprived of their cinematic outings.
Let Your Brand Be Seen On The Big Screen
Did you know? GSC Mid Valley Megamall is the largest cinema in Malaysia, with 21 screens and 2,763 seats. If you’re looking into advertising your brand beyond the online realm, cinema is an offline ad platform you should consider. Although they are bound by operating hours, cinemas in Malaysia are open all year round, even during public holidays. So, what makes a cinema a powerful advertising medium?
Here are the benefits of cinema advertising:
1. A Truly Captive Audience
People go to the cinema for one purpose: to watch a movie. The conducive atmosphere of a cinema hall (and tasty popcorn in hand) puts moviegoers in a relaxed state of mind. With zero distractions around them (remember your cinema etiquette, folks), the audience is more receptive to what is being shown on the gigantic screen.
The fact is, nobody wants to be that annoying person who enters late and blocks other people’s view as they gingerly walk to their seat. A study on cinema audience behavior showed that 65% of the respondents tend to enter the cinema hall at least 5 minutes prior to showtime. In addition, movie trailers and cinema ads are typically played for approximately 15-20 minutes before the movie starts. As the audience’s eyes are glued to the screen, it’s your golden opportunity to connect with them via an impactful brand message.
2. Boost Brand Credibility
Picture this: a 30-second unskippable ad slot; plus a massive screen with top-notch sound system to amplify your campaign. It’s not surprising that cinema advertising is deemed as the crème de la crème of media inventory. Imagine your ad being shown alongside trailers of upcoming movie releases - it signifies to moviegoers that your brand means business, and you’ll gain major credibility points.
3. Exceptional Brand Recall
With an immersive surrounding, cinema acts as the center stage for effective brand engagement. A research for Digital Cinema Media (DCM) suggests that:
- Cinema ads are 8 times more influential in getting a brand noticed compared to television (TV) commercials.
- While cinema may lack the daily reach of television, the study also found that moviegoers are 4 times more likely to engage with ads emotionally than TV audiences.
- Moviegoers who were exposed to cinema advertisements are twice as likely to remember the brand, in comparison to TV viewers.
Want to see your brand splashed across cinema screens all over the country? Browse and book cinema ad spaces in Malaysia, starting from only RM2,000 on AdEasy, your one-stop ad booking platform.
