THE CINEMA MEDIA GUIDE 2016 1 CONTENTS. Our vision 1 Teenage Mutant Ninja Turtles 2 49 Foreword 2 Independence Day: Resurgence 50 Fast facts 3 Star Trek Beyond 51 The cinema audience 5 Suicide Squad 52 The WOW factor 6 The Magnificent Seven 53 Cinema’s role in the media mix 7 Jack Reacher 2 54 Building box office brands 8 Doctor Strange 55 The Return on Investment 9 Star Wars Anthology: Rogue One 56 How to buy 11 Assassin’s Creed 57 Buying routes 12 Female 16–34 59 Optimise your campaign 16 Room 61 Sponsorship opportunities 17 The Divergent Series: Allegiant 62 The production process 19 The Huntsman 63 WELCOME Bad Neighbours 2 64 Our Cinemas 21 Our cinema gallery 22 The Conjuring 2 65 Cineworld 23 Ghostbusters 3 66 ODEON 24 Bridget Jones’s Baby 67 Vue 25 The Girl on the Train 68 TO OUR WORLD Indies 26 Inferno 69 2016 films by audience 16–34 71 Coming soon to a cinema near you 29 Zoolander 2 73 ABC1 25–44 31 Now You See Me 2 74 Joy 33 Tarzan 75 The Danish Girl 34 The BFG 76 The Hateful Eight 35 David Brent: Life on the Road 77 The Revenant 36 Fantastic Beasts and Where to Find Them 78 Spotlight 37 Families 79 Dad’s Army 38 Alvin and the Chipmunks: The Road Chip 81 Bourne 39 Kung Fu Panda 3 82 Billy Lynn’s Long Halftime Walk 40 Zootropolis 83 Male 16–34 41 The Jungle Book 84 Creed 43 Angry Birds 85 Deadpool 44 Alice Through the Looking Glass 86 Grimsby 45 The Secret Life of Pets 87 Batman vs. Superman: Dawn of Justice 46 Ice Age: Collision Course 88 Captain America: Civil War 47 Finding Dory 89 X-Men: Apocalypse 48 Moana 90 OUR VISION. FOREWORD. 2015 has marked a phenomenal year for cinema advertising. Ad revenues, box office figures and admissions have all been up thanks to the power of our unique environment, our upmarket, undistracted audiences and the amazing WE CONNECT BRANDS, film content launched in cinema. FILMS AND PEOPLE BEFORE, Why? Because you just can’t So now is the time for cinema cinema environment. beat the big screen for sheer to claim its place on the AV impact and scale. media plan. Cinema has always This fifth edition of the bi-annual been the most entertaining and DCM Cinema Guide aims to As creative director and emotional medium – that’s why, help you navigate the world DURING AND AFTER THE thought leader Dave Trott even in the age of on-demand of cinema media with insights states: “What gets action is and free streaming, people still into the role cinema plays in what gets attention. What gets reach for their wallets and make the media mix, the profile of attention is what gets seen. So appointments to be told big cinemagoers, how you can buy MOVIE EXPERIENCE. being visible, being impactful, is cinematic stories. cinema and a preview of the the most important part of any hugely varied 2016 film slate we communication designed to In the last few years, cinema have to look forward to. change behaviour.” advertising has also become easier to plan and buy, We hope you enjoy it. According to the latest IPA becoming more flexible and Touchpoints 6 data, 87% even more affordable, with of all adults now consume shorter production lead times media simultaneously and and improved sound and brands are experiencing picture quality. intense competition due to this ‘attention deficit’. Fast- The world’s most immersive Karen Stacey changing media habits have led medium is now one of the CEO to more content, more screens most dynamic and DCM is Digital Cinema Media and more ways than ever for committed to working with brands to connect with their our partners to connect brands audiences. and people in the unique 1 2 FAST FACTS. FAST FACTS. Digital Cinema Media (DCM) is the market leader in UK cinema advertising, providing some 2,988 screens at 462 sites for advertisers. DCM sells 80% of the cinema advertising market through exhibitors including Cineworld, ODEON, Picturehouse Cinemas, Vue and many independent cinemas. 78% 172M 2.6M 2,988 17 MINS 92% of the UK population Total cinema Average DCM 1 1 1 DCM Screens spent on average Are seated before are cinemagoers admissions cinema weekly 2 3 in the foyer anything is shown admissions on screen3 49% 51% 72% 11 MINS 95% 85% of UK cinemagoers of UK cinemagoers of UK cinemagoers Average ad of cinemagoers 1 1 1 of the copy in cinema are male are female are under 44 reel length4 is also shown think it’s a on TV5 different ad4 58% £32K 26% 8X 2X £2.84 of UK cinemagoers Average family of admissions more ad recall more ad recognition ROI for cinema 1 4 than TV alone6 than TV alone6 (higher than are ABC1 income of UK are in London 7 cinemagoer1 TV & OOH) Source: 1. GB TG1 2015 Q3. Base: All Respondents 15+. Target: All cinemagoers. 2. CAA admission estimate Jan-Dec 2015. Source: 1. CAA – Screen Tables, Q3 2015. 2. FAME 2014 (BASE 11+ cinemagoers). Mean minutes spent in foyer before 3. DCM Campaign Management team. Based on 53 weeks, 172m yearly industry admissions, 80% DCM market share. & after screening. 3. FAME 2014 (BASE 11+ cinemagoers). Net ever agree. 4. DCM 5. DCM Production est. 6. DCM 4. CAA/Rentrak admissions by region contractor shares Q3 2015. Engagement Study, 2014. 7. CAA BrandScience, Dec 2011. TV = £2.01; OOH = £2.49. 3 4 THE CINEMA AUDIENCE. THE WOW FACTOR. 77% of the UK are cinemagoers. They are old Film is a genuine passion point for this audience There is no appointment to view quite like latest release, with like-minded people, in a or young, they set aside time to indulge in their and they love the whole cinema experience - cinema. For over 100 years, cinema has darkened room. It’s a powerful and emotive passions and have the disposable income to checking out the trailers online before, soaking celebrated and showcased the very best experience that involves the audience so they do so. They are active, out and about, like up the foyer atmosphere and taking their seat acting, writing and storytelling talent. Launched become part of the story. spending time with friends and family and are in time for the lights to go down, ready and on the big screen, with thrilling impact and hungry for new ideas and experiences – waiting to be entertained and engaged for a scale, these stories are served to paying guests And even though 95% of our ads run on which they can’t wait to share. couple of hours. through cutting-edge technology, be that 3D, TV……85% of cinemagoers think it’s a 4D, Higher Frame Rates (HFR) or Dolby Atmos. different ad. Cinema is able to engage with a different “There is nothing like sitting with your audience to other media, efficiently targeting popcorn. You’ve got the shaking of the So what is it that’s engaging our audiences? Last year, we also ran a study in conjunction hard-to-reach but core target demographics speakers and the black when the lights Ultimately, Cinema has the WOW factor. with Hall & Partners to provide new evidence such as ABC1, youth, men and Londoners. go down and you know the film is just into the unique power of cinema advertising. In fact, while the total reach of cinema is low, about to start.” When talking about the unique cinema The study proves that cinema advertising is particularly compared to TV, our research study experience, our cinemagoers talk about processed by the brain more consciously, with Millward Brown in 2015 demonstrates that numerous factors such as the impact, the explaining why cinema is such a powerful, cinema can deliver 2.5% incremental reach perceived quality of the ads, the big screen, emotionally engaging medium for brands in over and above TV. the surround sound and the full attention the today’s changing media landscape. It revealed cinema environment commands. that cinema is triggering advertising response in a very different way to other media. The WOW Elsewhere screens continue to get smaller, factor of cinema results in 8X higher ad recall, but in the cinema they’re getting bigger and 2X higher ad recognition and 3X higher brand better. It’s an experience that can’t be recreated attribution than TV. anywhere else. Nothing can rival viewing the 5 6 CINEMA’S ROLE IN THE MEDIA MIX. BUILDING BOX OFFICE BRANDS. FIVE KEY TAKEAWAYS 1 2 3 4 5 In 2015, DCM and Millward Brown launched the study, CINEMA MAKES CINEMA CREATES CINEMA CINEMA TURNS CINEMA WINS Building Box Office Brands, to explore the role of cinema BRANDS A BRAND GENERATES BRAND AUDIENCES INTO INFLUENTIAL FANS in today’s cross media landscape. Drawing on the MEMORABLE LOVE STORY DIFFERENCE CUSTOMERS FOR BRANDS combined learnings of 183 Millward Brown CrossMedia European case studies, with almost half from the UK, it Cinema moves people. Cinema, magazines and explores how each media Cinema, magazines and Cinema makes consumers Cinema is the number one Cinema and magazines are online video are the most performs against key metrics TV are the strongest fall in love...with brands. No place to create ‘Brand the most successful media at effective media at driving proven to drive brand value contributors of saliency media channel is better at Difference’, delivering the driving positive consideration brand recommendation. and sales growth. These (awareness) per person building brand love.