Cinema, although not, strictly speaking, a broadcast medium, cinema is regarded as a medium that reach mass audiences through the mechanical transmission of moving images and sounds.
Although cinema as a medium has seen a dwindling market, it is supported by the youth market, where the future growth of this medium may very well lie. Although cinema has a small share of the advertising market (roughly 1%), it is maintaining its share of an ever-growing market.
Couple of advantages for using cinema as a medium:
1. Captive audience
2. Big screen
3. Regional
4. Low rates
As you may appreciate, audiences that go to the movies are captive audiences in the sense that they are seated, with nothing else to do than to watch the screen. The attention levels of moviegoers are therefore high relative to that of television audiences.
Owing to the fact that most cinemas have huge screens, the impact of the advertising message (especially when using special effects) is so much more than on a television screen. The fact that the sound is of high quality, and surrounds the audience, furthers the impact of the message on the receiver.
It is absolutely possible for an advertiser to target a single cinema, thereby enabling the client to target very specific regional audiences.
Add to the fact that cinema rates, relative to other media are low and you have a medium that is not too costly to include in a media schedule. |
