The Basics of Cinema Advertising

Cinema advertising should not be mistaken with movie trailer advertisements. Movie trailers are just the latest arrivals that immediately precedes the opening feature of a movie. Movie ads have existed since the first one screened in 1902, so your grandparents or parents likely have fond recollections of movie ads, as well.

Perhaps the big difference between film advertising and cinema advertising is the medium. The movie-going experience is intimate, one-to-one, an experience shared with the closest friends and family. Cinema advertising is big, it is designed to inform many people at once, it is designed to convince hundreds of people at once. The message is conveyed in a montage of images: this is the best film, this is the best show, go with it. If you like it, you will buy it, and if you do not, you will leave quickly, to go watch another show.

But cinema advertising is also different from traditional cinema advertising because unlike the movies, it is designed to last. Movie posters are designed to be discarded after just one viewing, whereas a PVOD advertisement is designed to last at least six months before it expires. So you don't throw away your poster before it falls out of fashion, and you don't flog off your PVs before the show ends.

Perhaps the biggest difference between PVOD and cinema advertising is the scale. Unlike posters and billboards, PVODs can cover entire cities. Even a small town could be furnished with billboards and TV screens, enough to overwhelm. And this doesn't even take into account the fact that PVODs can also be shown on smaller, more personal sized screens, such as mobile phones. PVODs are a very scalable form of advertising, and small businesses can use them to target their local communities.

Of course, cinema advertising has other advantages as well. For one thing, it can reach a much larger audience than posters and TV screens can. It can also create a personal connection with the audience, since they are seeing themselves on the screen. This creates a bond between the audience and the product, creating a more authentic and successful consumer experience.

Of course, cinema advertising also has its drawbacks. Like all forms of advertising, it has the potential to backfire if the message is misconstrued or if the target audience is made to feel slighted. Many movie goers have responded to PVODs by simply turning their backs on the advertisements when they see them, so it's important to make sure that the cinema advertising is appropriate for the audience. Many people have also complained that the ads sometimes don't seem to fit with the actual content of the movie itself. In this case, it's important for the cinema advertising to be tailored specifically to the moviegoer, rather than trying to generalize it to the masses. However, PVsODs have been successful and are set to continue to influence the way people view advertising in the future.