Says Andre Frauenstein, Sales Manager, CineMARK: "In July last year, we tested the market with 22 digital projectors in well patronised theatres and are thrilled with the response from advertisers who have screened over 3 000 digital commercials. Spiralling up from a zero base to over 3 000 digital commercials in less than a year convinced us that the medium has a place in the media mix."
The demand for digital projection has steadily increased since CineMARK introduced the concept, calling for the installation of a further 30 digital projectors, in some of the major cinema sites across the country.
New Digital screens have been placed at the following locations:
In addition to the implementation of new screens with digital capabilities CineMARK have relocated some digital projectors into larger capacity cinemas to accommodate escalating demands. These include:
Trevor Omerod, CineMARK CEO asserts, "Digital technology makes cinema advertising more affordable by reducing production and distribution costs. It also shortens production lead times and opens up cinema for the local shop on the corner. Digital facilitates up to the minute changes ensuring campaigns can be localised or otherwise altered to suit the advertiser's needs. We are delighted with the progress of digital cinema advertising and are confident we will continue to achieve favourable results."
