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The Cinema Media Guide 2017

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The Cinema Media Guide 2017 THE CINEMA MEDIA GUIDE 2017 1 CONTENTS. Our vision 1 Live by Night 47 Foreword 2 Jackie 48 Fast facts 3 T2: Trainspotting 49 The cinema audience 5 War for the Planet of the Apes 50 The WOW factor 6 Dunkirk 51 Cinema’s role in the media mix 7 Alien: Covenant 52 Building Box Office Brands 8 Blade Runner 2049 53 The return on investment 9 The Snowman 54 How to buy 11 16-34 Men 55 Buying routes 12 Assassin’s Creed 57 Optimise your campaign 16 The Dark Tower 58 Sponsorship opportunities 17 Logan 59 The production process 19 Kong: Skull Island 60 WELCOME Our cinemas 21 Fast & Furious 8 61 Our cinema gallery 22 Guardians of the Galaxy Vol. 2 62 Cineworld 23 Thor: Ragnarok 63 ODEON 24 Justice League 64 Vue 25 16-34 Women 65 TO OUR WORLD Curzon Cinemas 26 A Monster Calls 67 Everyman Cinemas 27 La La Land 68 Picturehouse Cinemas 28 Fifty Shades Darker 69 Independents 29 Hidden Figures 70 2017 films by audience Mother/Daughter 71 Coming soon to a cinema near you 31 Red Sparrow 72 Adults 33 Pitch Perfect 3 73 Baby Driver 35 Main Shoppers with Children 75 Pirates of the Caribbean: Salazar’s Sing 77 Revenge 36 The LEGO Batman Movie 78 Wonder Woman 37 Beauty and the Beast 79 Kingsman: The Golden Circle 38 The Boss Baby 80 Spider-Man: Homecoming 39 Captain Underpants 81 Valerian and the City of a Despicable Me 3 82 Thousand Planets 40 Cars 3 83 Murder on the Orient Express 41 The LEGO Ninjago Movie 84 Star Wars: Episode VIII 42 Paddington 2 85 ABC1 Adults 43 Coco 86 Silence 45 Billy Lynn’s Long Halftime Walk 46 OUR VISION. FOREWORD. A record-breaking 2015, with ad revenues, box office and admissions up, set a new base for the cinema industry. In 2016, our medium has continued to grow with admissions and ad revenue up again year-on-year at the end of Q3 – an amazing performance. And in 2017, the investment of the cinema industry gathers pace, while the film slate looks phenomenal. It’s an extraordinary time for cinema with brands continuing to demonstrate their confidence and belief by sharing their stories on the big screen. Cinema delivers something to demonstrate cinema’s ROI advertising easier to plan and WE CONNECT BRANDS, to brands that’s simply by working with our customers buy, removing the barriers to impossible to achieve on and their econometrics and ensure cinema can now truly any other platform: a shared research partners. We are be considered as part of any media experience with the committed to showing and AV media plan. FILMS AND PEOPLE BEFORE, WOW factor. An uncluttered proving how cinema can media environment where be used most effectively to This seventh edition of the people have actually paid drive business growth and Digital Cinema Media Cinema to pay attention. And, as offer something different, but Guide offers all the essential DURING AND AFTER THE more and more channels complementary, as part of information you need to offer more choice and more the AV media mix. navigate the world of cinema clutter, cinema helps to make advertising with insights into brands famous and stand out We have seen a range of the role the medium can play, from the crowd. In fact, while advertisers innovating in our details about the different film MOVIE EXPERIENCE. the cinema experience – a space in the past year as they audiences and how they can darkened room, immersive have launched memorable be targeted. And what’s all sounds, an awe-inspiring campaigns, including the that without the blockbusting screen – hasn’t changed inspirational winners of our film content which continues hugely in the past 100 years, Digital Cinema Media Awards, to excite and entertain these the impact that it drives has held annually in partnership captivated audiences? magnified intensely. with Campaign. In 2016 our Grand Prix winner continued We hope you enjoy our look At Digital Cinema Media we are to push the boundaries of ahead to 2017. committed to measuring this our medium with Three, LG impact and we continued to and Mindshare UK working invest in CrossMedia industry together to put cinema at the research in 2016 through our centrepiece of an integrated Building Box Office Brands campaign with a fantastic annual report, which we’re piece of branded content. Find proud to say was shortlisted out more at dcm.co.uk/awards Karen Stacey for a Media Week Award. and plan your entries for 2017. CEO Throughout 2017, we will We’ve also worked with our Digital Cinema Media continue to invest in new ways customers to make cinema 1 2 FAST FACTS. FAST FACTS. Digital Cinema Media (DCM) is the market leader in UK cinema advertising, providing 3,177 screens at 509 sites for advertisers. DCM sells 81% of the cinema advertising market through exhibitors including Cineworld, ODEON, Vue, Curzon Cinemas, Everyman Cinemas, Picturehouse Cinemas and many independent cinemas. 78% 172M 2.6M 3,177 19 MINS 93% of the UK population Total cinema Average DCM 1 1 2 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% 68% 11 MINS 95% 85% of UK cinemagoers of UK cinemagoers of UK cinemagoers 1 1 4 Average ad of the copy in cinema of cinemagoers are male are female are under 44 reel length4 is also shown think it’s a on TV5 different ad5 59% £33K 25% 8X 2X £7.73 more ad recall more ad recognition cinema ROI for services of UK cinemagoers Average family of admissions 6 7 are ABC11 income of UK are in London5 than TV alone6 than TV alone advertisers cinemagoer1 Source: 1. GB TGI 2016 Q2. Base: All Respondents 16+. Target All cinemagoers. 2. CAA admission estimate Jan-Dec 2016 Source: 1. DCM Exhibitions. 2. FAME 2015 (Base 11+ cinemagoers, mean minutes spent in foyer before & after screening). 3. DCM Campaign Management team, based on 52 weeks, 172m yearly industry admissions, 81% DCM market share. 3. FAME 2015 (Base 11+ cinemagoers, net ever agree). 4. DCM 5. DCM Production est. 6. DCM Engagement Study, 2014. 4. CAA Film Monitor Coverage & Frequency Data, 2015. 5. Comscore CAA contractor admissions share by region, H1 2016. 7. BrandScience Results Vault, 2011-2016 data, Revenue ROI. 3 4 THE CINEMA AUDIENCE. THE WOW FACTOR. In the UK, 78% of the population are Film is a genuine passion point for these There is no appointment to view quite like cinema’s staying power is as strong as ever. cinemagoers who set aside quality time to audiences and they love the unique cinema cinema. For over a century, the medium has Nothing can rival seeing the latest release, indulge in their passion with a disposable experience – viewing trailers online before celebrated and showcased the very best with like-minded people in a darkened room. income to do so. They are active, outgoing, they arrive, soaking up the atmosphere in writing, acting and storytelling talent on the It’s a powerful and emotive experience that like spending time with friends and family and foyers when they enter and taking their seats biggest screen there is. Executed with thrilling engages viewers in the moment. are hungry for new ideas and experiences in in time for the lights to go down, ready to be impact and scale, these stories are served the modern world. entertained for the next few hours. to paying audiences through cutting-edge Even though 95% of our ads run on TV… technology, be it 3D, 4D, Higher Frame 85% of cinemagoers think the copy Cinema is able to engage a different “There is nothing like sitting with your Rates (HFR) or Dolby Atmos. is different. audience to that of other media. The medium popcorn. You’ve got the shaking of the delivers efficient targeting and extended speakers and the black when the lights So what is it that’s so engaging? In 2014, DCM ran a study in conjunction with campaign cover against traditionally hard- go down and you know the film is just Ultimately, cinema has the WOW factor. Hall & Partners to provide new evidence into to-reach audiences such as 16-34s, ABC1s, about to start.” the unique power of cinema advertising. The Londoners, dual-viewing families and men. When talking about the unique cinema study proved that cinema ads are processed What’s more is that they pay to be entertained experience, cinemagoers refer to numerous by the brain more consciously, explaining why and engaged which speaks volumes about factors such as the perceived quality and it’s such a powerful, emotionally engaging what the unique environment offers. impact of the ads, the big screen, the medium for brands in today’s evolving media surround sound and the full attention landscape. The WOW factor of cinema results the environment commands. in 8X higher ad recall, 2X higher ad recognition and 3X higher brand attribution than TV. Elsewhere on the media landscape, choice continues to grow. As technology advances viewing habits continue to change but 5 6 CINEMA’S ROLE IN THE MEDIA MIX. BUILDING BOX OFFICE BRANDS. FIVE KEY TAKEAWAYS 1 2 3 4 5 In 2016, DCM launched Building Box Office Brands: CINEMA MAKES CINEMA CREATES CINEMA CINEMA TURNS CINEMA WINS Volume II, an updated version of the 2015 study which BRANDS A BRAND GENERATES BRAND AUDIENCES INTO INFLUENTIAL FANS explored the role of cinema in today’s cross-media MEMORABLE LOVE STORY DIFFERENCE CUSTOMERS FOR BRANDS landscape.
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