Digital Cinema Advertising

What is Digital Cinema Advertising? Digital Cinema Advertising is an interactive advertising media which: engages captive movie audiences. engages captive movie audiences. creates the highest recall and retention of any advertising media. creates the highest recall and retention of any advertising media. promotes your business with no competition for viewer attention. promotes your business with no competition for viewer attention.

The Strengths of Digital Cinema Advertising Immediacy Immediacy Low Production Costs Low Production Costs Low Overall Media Cost Low Overall Media Cost Easily Measurable Easily Measurable Geographic Targeting Geographic Targeting Demographic Targeting Demographic Targeting Captive Audiences Captive Audiences High Audience Participation High Audience Participation High Quality Color High Quality Color Large, High Impact Format Large, High Impact Format Low Clutter Low Clutter High Frequency High Frequency High Recall & Retention High Recall & Retention

Advertising Media Comparison Summary

Advertising Media In Comparison The Yellow Pages are limited by: monochromatic format. monochromatic format. high clutter. high clutter. alphabetical name penalty. alphabetical name penalty. high competition for viewer’s attention. high competition for viewer’s attention. high cost. high cost.

Advertising Media Comparison Television is limited by: TiVo, DVR technologies that allow audiences to blank ads. TiVo, DVR technologies that allow audiences to blank ads. ability to channel surf during ads. ability to channel surf during ads. a highly segmented viewing audience. a highly segmented viewing audience. audiences who typically find other things to do during the ads. audiences who typically find other things to do during the ads. high production costs. high production costs. low retention and recall rates. low retention and recall rates.

Advertising Media Comparison Radio is limited by: listener’s ability to channel surf during ads. listener’s ability to channel surf during ads. XM radio which boasts NO ads. XM radio which boasts NO ads. the inability to track who’s listening. the inability to track who’s listening. high competition for attention. high competition for attention. high cost. high cost. lower retention rates than television lower retention rates than television among its listeners. among its listeners.

Why Digital Cinema Advertising Works HIGH VISIBILITY – NO COMPETITION Large Digital Color Format No Clutter No Alphabetical Name Penalty No Competition For Viewer’s Attention

Why Digital Cinema Advertising Works CAPTIVE AUDIENCES Audiences: arrive 19 min. (avg) before the start of a show. arrive 19 min. (avg) before the start of a show. are in their seats 13 min. (avg) before the start of the previews. are in their seats 13 min. (avg) before the start of the previews. come relaxed and receptive. come relaxed and receptive. come with a “willful suspension of disbelief…” come with a “willful suspension of disbelief…” engage in and enjoy the ads and trivia. engage in and enjoy the ads and trivia.

Why Digital Cinema Advertising Works “After you sat in your seat, do you recall seeing any on-screen advertising before the move began?” Source: Arbitron Cinema Advertising Study 2003 HIGH RECALL & RETENTION

Why Digital Cinema Advertising Works HIGH RECALL & RETENTION Source: Journal of Consumer Marketing

Why Digital Cinema Advertising Works Reaches Desirable Demographics Percentage of age groups attending the movies last month. Source: Arbitron Cinema Advertising Study 2003

About The Average Movie Audience SURVEYS SAY THE AVERAGE MOVIE GOERS… watch less TV than average. watch less TV than average. are high internet and technology users. are high internet and technology users. read less newspapers than average. read less newspapers than average. have higher than average expendable incomes. have higher than average expendable incomes. is mostly between the ages of 12 – 35. is mostly between the ages of 12 – 35. Source: Arbitron Cinema Advertising Study 2003

About The Average Movie Audience Technology - Entertainment - Travel - Financial Services Automobiles - Outdoor Leisure - Real Estate - Dining Out Source: Arbitron Cinema Advertising Study 2003 Surveys report that movie audiences make higher than average purchases in the following areas:

202,100 movie goers will 202,100 movie goers will eat somewhere before/after a movie. 65,800 will go shopping 65,800 will go shopping before or after a movie. 9,400 movie goers will visit 9,400 movie goers will visit a drinking establishment before/after a movie. Your Business Needs To Be In Front Of These Audiences! Source: Arbitron Cinema Advertising Study ,000 People Per Year! Prime Cinemas Average Yearly Ticket Sales

Welcome To Digital Cinema Advertising You’re In Good Company…

Sources of Information: Arbitron Cinema Advertising Study 2003 (available online) Arbitron Cinema Advertising Study 2007 (available online) Scarbourgh Research (available online) Journal of Consumer Marketing (available online; subscription required) Motion Picture Association of America (available online) Prime Cinemas L.L.C. This Presentation by Design Innovation © 2009