Advertisers increasingly use cinemas to capture key demographics - San Antonio Business Journal:

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The Schoharie County attraction is usinfg cinema as a key part of itsnewesft campaign. The 30-second spot will run before all showsw on all 31 screens at the at Crossgates and as well as at RotterdanmSquare Mall, Berkshire Mall and theaters in Syracuse and Stongy Brook, until October. “Those are all top theaterd markets forHowe Caverns,” said Mark Shipley, president of Wanderlust, the Troy firm that handlew advertising for Howe Caverns. “This is a pretty aggressive campaign and cinema is a big part of Last year, advertisers spent an estimatedr $900 million in While this is tiny compared to the $70 billion spentr on television, it represents a growing market.
The New York City-base d (CAC) put sales for its memberes at $540 million in 2007, up from $455 million in 2006. Shipley has been puttiny client messages in front of movie audiences for about 15 But “right now we are spending more on cinema than in other years because in hard times people go to the he said. “It’s an escape.” As of May 31, nationalk box office receiptstotaled $4.1 billion, up 14 percengt from a year earlier, according to Hollywood.com. Attendancwe rose 11 percent. Advertisers say cinema advertisinf also can be less expensive than other and may provide greater recall and a betterconversionn rate.
It also helps advertisers capture hard-to-reachn demographics, including active young men and empty nesters with monehyto spend. “It is an old medium that is reallu under-utilized and under-appreciated,” Shipley said. “But as we go throughb this recession, you will probably see more and morecinemas advertising. People are going to have to lookat it, becausee traditional media are in such shambles.” in Albany has been offerinh pre-show advertising, in the form of 35 millimete r slides, since it opened in 1983. “Maybs we were a littlde ahead of our saidAnnette Nanes, co-ownerf of the Spectrum. “It has actuallt been a great supplement to ourrevenuew stream.
” , the Colorado company that handle s advertising at local Regal and cinemas, saw revenue rise 20 percenyt to $369 million in 2008. Cliff Marks, president of sales for NCM, said 20 to 25 percengt of the company’s sales come from local He said sales now are tracking a bit beloalast year, but “it is certainl not like what we have seen with television and radiop stations that are down 30 or 40 percent. We are vulnerabl e to the economy just like anyone but we are probablyt one of the leasyimpacted mediums.” is using cinema advertising for the firsf time, to promote “Walking with which runs from June 17 to June 21.
Chadsd Ryan, marketing manager for the Albanh arena, said ads are runnint on all screens at Crossgates and on TVs inthe “The audience for ‘Walking with is from 3 to 93, so we coul hit everyone we wanted with the movies,” Ryan “It seemed a good fit, and the price was The cost of cinema advertising varies depending on such factors as the type and length of the ad, the numbedr of screens and the theater itself. At the Spectrum, $375 will buy a monthb of advertising on alleight screens. A slidwe appears twice before each show, and therd are two shows daily.
Advertisers also may put brochures inthe