Cinema Media2017 Credentials

CinemaAn Oscar winning edition to your schedule

• Cinema has been a core part of our business for 20+ years

• A network of 75 cinemas

• Including 2 of the top 4 circuits:

• 1.8m+ footfall per 2 weeks

The Main Cast

#4#1

Audience ProfileKey Demographics Gender % IndexMale 46 92Female 54 108

Socio Economic Group % IndexABC1 70 127C2DE 30 67

Age % Index15-24 36 22525-34 18 11335-44 16 89Over 45 30 60

Source: Fame

Their attitudes & behaviourThe Cinema-goer

87% of cinema-goers say cinema is their most

enjoyed activity

Approximately 50% plan their visit a week before

The average time spent in the foyer is 16

minutes

85% say they usually watch the ads

50% say they are likely to talk about an ad if

they see it at the cinema

26% of adult cinema-goers go to a

bar

43% of cinema-goers aged 7-14 go for

fast food

28% of cinema-goers aged between

15-24 go shopping

16% of housewives with children go food

shopping

Their attitudes & behaviourThe Cinema-goerMore than 3 in 4 cinema-goers visit the cinema & then head out again:

Augmented Reality

Media formats designed to entertain, engage & stand-outOur Media Portfolio

Postcards Rack Domination

• Engaging, accountable & cost effective

• Highly measureable & responsive

− 74% average pick-up rate

• On-line driver & a powerful data capture tool

• Enabled a take home element to a campaign

• ‘Top & tail’ the on-screen experience

Postcards

Popular production techniquesPostcards

Stickers Lenticular Samplers

Heat ‘n’ revealMirri-boardDie-cut

5,000 Facebook visits600 competition entries

1,700 test drives 1,000 responses in 5 days

Campaign Recall & Response FiguresMedia Effectiveness

• Create impact in the foyer by dominating the rack

• Available in 4 slot, 6 slot & 13 slot options

• Communication pieces include:

− Postcards

− Booklets or samplers

− Fold-out posters

• Additional branding opportunities

− Rack header & footer

− Spine on the eye-spine models

Rack Domination

• Sky Store dominated our Cinema estate for the release of Spectre & Star Wars: The Force Awakens

• 800,000 postcards were distributed across each burst, with multiple collectable creative designs ensuring high interest & word-of-mouth

• Branded rack headers, footers & spines were also included for additional impact

Sky Store

• Both films were an amazing success, with Spectre (£94m) & Star Wars (£100m+) setting Box Office records

• Sky Store experienced a record number of pre-orders with Spectre

• Unsurprisingly, Star Wars: The Force Awakens is currently on-course to eclipse this

• Collectible postcard sets appeared on eBay

Sky Store

• Capitalising on the release of Australia, Tourism Australia wanted to ‘top & tail’ the big screen experience

• Branded headers & footers designated the rack as a Australian ‘pick-up point’

• 1 million postcard packs were distributed, with assets including collectable postcards, a mini-travel brochure & a country map

Australia

• Allow consumer to ‘unlock’ content-rich, interactive based experiences

• Most UK cinema venues now have free WiFi installed in them

• Foyer dwell-time provides ample time to interact

• A6 postcard sized format works seamlessly with smart-phone

• Take-away & re-engage later

Augmented Reality

Some of the possibilitiesAugmented Reality

Blockbuster£25m+

UK Box Office

By Gender‘Rom coms’

‘Action’

FamilyAnimation

A broad, yet targeted offering, covering all age groupsBuying Routes

Popular children’s author Eoin Colfer’s newly released book ‘The Gauntlet’ is a spin-off story from the popular Marvel comic Ironman. Egmont Books wanted to promote the books’ release to a young audience with an interest in films and superheroes. We distributed 100,000 cards across 100 cinemas during the release of the new Marvel film - Doctor Strange. The cards featured an extract from the book to encourage children to purchase the full edition and a fold out poster to act as a take home reminder.

Egmont Books

‘Tales of the Peculiar’ is a young adult’s novel by Ransom Riggs. The story ties in with the upcoming movie ‘Miss Peregrine’s home for peculiar children’, therefore Penguin Random House wanted to capitalise on the film release to promote the book in front of cinema goers at the same time as the movie. We distributed double-sided postcards throughout our cinema network, encouraging those who saw the film to purchase the book.

Penguin Random House

Following the success of David Solomon’s ‘My Brother is a Superhero’, which won Waterstone’s Children’s Book of the year 2016, Nosy Crow wanted to promote the sequel ‘My Gym Teacher is an Alien Overlord’ to 8-12 year olds with a similar cinema campaign. They used postcards in cinemas to reach high footfalls of their target audience around superhero movies during the summer holidays. The postercards featured chapter samplers and competitions to encourage children to interact with the book and its characters.

Nosy Crow

Harper Collins wanted to reach teen girls to promote the popular ‘Divergent’ book series by Veronica Roth. The release of the final Hunger Games offered the perfect target audience for this and they took postcards across our national cinema network. Cinema’s were highly relevant as the third film adaption of the book series, Allegient, is out in early 2016. They used 3 eye-catching cards promoting each book in the series.

Harper Collins

Egmont wanted to promote their new Star Wars Adventures magazine to Cinema-goers in-line with the release of the new Star Wars film. They utilised postcard racks in our Cinema network to encourage people to take home the postcards and buy the magazine. Feedback from the Cinemas was very positive and the cards achieved an average pick up rate of 98%.

Egmont Productions

Coca-Cola used cinema postcards to give young people reasons to believe in a better world in the new year period.

Each postcard had a 50p stamp affixed to it so that people could send their own reasons to believe friends & family.

Coca-Cola

Renault Scenic used postcards around kids’ movies to encourage test drives of the new model. Not only that, but 1,700 copies of Rabbids (a video game) were given away in dealerships to those redeeming their test drive. Renault’s target was exceeded by 70%.

Renault

For More InformationPlease Call

Dan PhotiHead of Sales

t. 01252 368308e. dan.photi@boomerangmedia.co.uk