SCREEN MATRIX

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Screen Matrix The Largest Screen Movie Channel
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• Movie industry
• Target Audience
• Screen Matrix
• Case study
• Value-added services
• Difference from the traditional ad with film
• The third party Monitoring

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Movie industry
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Rapid Growth of China's Film Box Office

• From 2004, the growth rate is going up
  ?Favorable government policies for Imported and
  local films ?Large amounts of foreign funds
  are invested into super cinemas ?... ...

UnitsBillion RMB
Expected
Data SourceAdministration of Radio, Film and
Television
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Scale of Chinese Movie-goers

• 95 million/year
• 8 million/month

2005?
2004?
Data SourceAdministration of Radio, Film and
Television
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Development of China's Cinema

• Volume
• The number of high-end cinema in the annual rate
  of 20 growing

• Function
• More digital halls, IMAX movie halls,
  multi-screen movie halls increasing

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Target Audience
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Analysis of the mainstream group
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They are Used To Consumption
Frequent Audience Index
And lead to consumption
Data SourceCMMS2006spring
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They are Young, Well Educated Higher Income
College or above are 60
Analysis of Age
Analysis of Education Level
Aged 20-35 more than 60
50 higher than overall average income
Data SourceCMMS2006spring
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They All are Your Consumers Potential Consumers
Data SourceCMMS2006spring
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They All are Your Consumers Potential Consumers
Data SourceCMMS2006spring
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They All are Your Consumers Potential Consumers
Data SourceCMMS2006spring
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Screen Matrix
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National Net Work

• Covers the most 25 economic cities of China
• e.g. Beijing, Shanghai, Guangzhou, Shenzhen,
  Chengdu

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High-end Movie Channel

• More than 130 high-end cinemas, which are the top
  priority of all
• Cover 85 box office revenue
• Reach 110 million audience who have strong
  consumption power

Luxury Comfort
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Media Forms

• Size Movie Screens
• Time3-8 minutes before the film starts
• FormVideo Audio advertisements
• Standard wide-screen or masked

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Nearly 100 Reach
Over 80 audiences in the halls 3-10 minutes
ahead of film starting, average of 6.7 minutes
overall
Data SourceResearch for ads in cinemas 2006 by
Sinomonitor
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Impact!

• Lights-off, without any interference
• Dark Quiet

The Only Focus Point Your AD
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?Closed and Impact
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Higher Recall Perception
Remember once watch the ad in cinema, but three
times to TV ad More valued than those in TV Only
high-value products will advertise in the
cinemas more reliability More beautiful and
colorful
unitAverage of Scores
Totally agree5,Generally agree4,Neutral3,
Generally disagree2,Totally disagree1?
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Value of Screen Matrix

• Comfortable,without any interference
• Big Screen -- Shocking and Impact
• Nearly 100 reach
• A high-end ad platform
• Strong Consumption attitude power group

Right Occasions
Right Way
Right Audience
Effective way to impact your consumers
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Case study
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• Michelin Tire
• Ad version60S
• Broadcasted for 4 weeks

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Deep Impression on Advertising

• More than 75 audience can recall more than half
  of the contents

Data SourceResearch for ads in cinemas -- 2006
by Sinomonitor Sample SizeN546
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Desire to Buy

• Nearly half of the audience will buy the product
  or might buy it

Data SourceResearch for ads in cinemas 2006 by
Sinomonitor Sample SizeN546
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Value-added services
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Integrated Communication

• From the audience go into the cinema...

Road signs
Brand gallery
Promotional materials
Theater aisle
Chairs
Interactive exhibit
Image gate
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Difference from the traditional ad with film
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Risk Uncertainty

• More than 200 movies a year, how do you assess?
• Uncertainty scheduledue to the process of
  shooting,
  licenses and approval
• Excellent box office, but you missed
• Expensive cost of advertisement, but unexpected
  adverse comments

more risk
Less forecast
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One Movie Doesnt Mean All Box Office

Data Sourcebox office of shanghai
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Cooperation Model
One long-term partner
Systematic operation
VS
Lots agencies and film production companies
Traditional film ad Case by case
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The third party Monitoring
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CTR Monitoring Report

• Consistent Monitoring
• Covering 8 cities
• Beijing ,Shanghai ,Guangzhou ,Chengdu ,Shenzhen
  ,Nanjing ,Wuhan ,Hangzhou?
• Other cities according to Clients requirement.
• Content
• City,Cinema,Hall ,Time and Date,AD name,
  Duration, Movie Name etc.

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Monitoring Report

• To ensure spots on airing
• The third party report - CTR
• All the Cinemas of Screen Matrix are covered.
• Methodology
• RecordingStaff Monitoring
• Half month report

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Generate your Impact through a National Screen
Movie Channel