THE CINEMA EXPERIENCE

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THE CINEMA EXPERIENCE
Research into On-Screen Foyer Advertising
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BACKGROUND

• Multiple case studies prove success of on screen
  cinema advertising
• Research now conducted on 3 brands to examine
  additional effect when adding foyer advertising
• Identifying shifts in recall and brand
  perceptions
• Combined with 2007 results from FAME research on
  film viewing and cinemagoing

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BEHAVIOUR IN FOYER
High levels of activity whilst in foyer
Bought/queued for food/drink
62 Go to the toilet/restroom
57 Bought/queued for cinema tickets 46 Hung
around/chatted with friends 19 Went to
the bar/café 14 Watched trailers on the monitors
15 Played in the arcade
5
Source FAME (2007)
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BEHAVIOUR IN FOYER
Leads to high awareness of foyer advertising
80
64
41
All always/usually/ occasionally notice
All ever notice
All ever notice
40
62
All ever notice
All ever notice
6 sheets question asked as different question
to others Base All who went to the
toilet Source FAME (2007)
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BEHAVIOUR IN FOYER
Leads to high awareness of foyer
advertising Particularly amongst core audiences
This compares to 51 of 15-24s stating that they
often notice posters at the side of the road
62
15-24s always/usually notice in cinema
Source FAME (2007) TGI 2006
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KEY POINTS - NEW RESEARCH

• Adding foyer advertising to on screen can -
• increase top of mind ad awareness by up to 83
• elevate key brand perceptions by 15
• grow purchase intention by additional 42
• Foyer advertising is successful due to
• Targeting a perfect audience
• At the perfect time
• In the perfect environment

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METHODOLOGY

• 3 brands (different product categories)
• 2 samples for each brand 1 exposed to onscreen
  ad only, 1 exposed to (same) ad PLUS foyer
  activity
• All respondents recruited on exit and completed
  exactly same telephone interview 24 hours later
• All respondents recruited from similar cinemas
  and matched demographically

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By including foyer advertising, spontaneous ad
recall can increase by nearly two thirds.
AD RECALL
CSA Foyer Research 2007
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Including foyer advertising can increase
agreement with key brand perceptions by an
additional 15
BRAND PERCEPTIONS
Index 115
Brand C
Brand A
Brand B
3 key perceptions were measured for each brand
(ie. what message of advertising was) CSA Foyer
Research 2007
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Including foyer advertising can increase
intention to buy the brand by an additional 42
BRAND PURCHASE INTENTION
Index 142
CSA Foyer Research 2007
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WHY FOYER ADVERTISING WORKS
1. PERFECT AUDIENCE
AFFLUENT Highest average income vs. other media
UPMARKET 67 are ABC1

• YOUNG
• 57 are aged 15-34

EARLY ADOPTERS Own iPod (Index 274, own Sky
(Index 150, etc)
SOCIABLE Hard to reach, spending more time out of
home
TECHNOLOGICAL 1 in 5 willing to download info to
mobile phone in foyer
AD FRIENDLY two thirds agree ads are part of
cinema entertainment
Sources CAVIAR, FAME, TGI, BBC
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WHY FOYER ADVERTISING WORKS
2. PERFECT MINDSET
62
Base All aged 7 Source FAME 2007
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WHY FOYER ADVERTISING WORKS
3. PERFECT ENVIRONMENT

• Long dwell time over half spend more than 15
  mins in foyer
• Average 20 minute foyer presence per cinemagoer
• Catching people at right time half combining
  visit to cinema with other activity
• Creating word of mouth among peers and family
  average party size of 3

Source FAME (2007)
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THE CINEMA EXPERIENCE
Research into On-Screen Foyer Advertising