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Where's my movie??

29 Jun 2004 16:0916 commentsBizLike
Have you recently been to the movies? How many ads did you last count before your movie eventually started?
We frequent the Cinema Prive in Monte Casino and on new movie nights are subjected to at least 35 minutes of ads. On Harry Potter, I counted 14 ads including 3 Telkom ads, 3 x Cell C, 2x Mega Music and countless others.

Where does one draw the line here? Are movie houses getting so greedy for ad revenue that they are forgetting why people come to the movies in the 1st place? Of course we can have another forum on the art of cinema advertising vs screening the same ads that are flighted on TV.
 
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Shevi
If they didn't, ticket prices would be even higher-
Unfortunately it's very expensive to run a theatre in South Africa and competition with DVD/video for audiences is becoming worse. Advertising is a necessary source of funds. But most people talk while the pre-movie ads are on anyway. Think of it this way: you have an extra 20 minutes to find parking/get your snacks. And at least you don't have to sit through "Cancun Mexico - This is the world of Peter Stuyvesant" anymore! Posted on 30 Jun 2004 09:32
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Dodja
Be more competitive, not raise prices-
Ho hum - the old "but it's really expensive to run our business and advertising keeps prices low."

I'm not convinced. Unfortunately we can't see the profits that Ster Kinekor or NuMetro make, because they're not individually listed -- but I don't believe they're making losses.

Maybe I'm being unjust, but I think it's greed, not desperation, that makes them do this. This opinion is not based on numbers, but cynicism. It's because the standard strategy of South African companies is not "how can we give the maximum value to our customers through an efficient business", but "how far can we screw them before they stop buying."

~R Posted on 30 Jun 2004 16:23
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good memory-
You have a very good memory remembering all the ads. Dont waste your time on that. I usually take that time to buy my popcorn and have my last ciggie. I think you can also find ways to kill time! Posted on 30 Jun 2004 16:16
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Frank
SKANDE !-
When I go to movies I pay to see a movie not a whole lot of ads before the movie. The problem is that Media planners think that they have a better chance of reaching a certain class of audience at the movies so they place the bookings and the Movie Companies are so greedy they flight them. Both are to blame. As for raising the price .. if it becomes too expensive I will buy the video rather Posted on 30 Jun 2004 16:17
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Nic
Who is your target?-
I just think it's so funny when you take your kids to watch the latest Disney animated movie and the ads are all for Chivas Regal Whiskey.

Do planners ACTUALLY know who they're advertising to? Posted on 22 Jun 2005 11:54
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toca
I don't have beef...-
with long cinema ads. Like a previous poster said, we'll pay much more for ticket prices if they weren't there.

Consider this, in America watching the latest movie will cost you in the region of $8-10. Posted on 30 Jun 2004 16:39
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Bloke
You also earn dollars in America-
Plus your income ratio is better than in South Africa... You pay of your car in a year in SA its five to six years.
But that’s beside the point.
Everyday you get bombarded with advertising -

The Morning:
You wake up, some bloke screams some unbelievable offer (you don’t really need) in your ear, you drive in your car, the same bloke screams again while you trying to dissect the 20th billboard you just past.

On your way home:
One hour on the highway. You hear the same bloke that is strutting his stuff (Telling you, you aren’t fulfilled/fat/dumb/young/old enough if you don’t have it).

The Evening:
Take your babe to the movies for a relaxing evening and what do you get? You feel privileged - because you are able to see the bloke that was bugging you the whole day on how to better your miserable life with his product... Ill rather wait for the DVD... Posted on 1 Jul 2004 10:34
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Bryan
Advert breaks during the movie-
Personally, I don't mind a few adverts before a movie begins, but I have fears of them going the same way as television – we could soon have advert breaks DURING the movie. Heaven forbid! Posted on 1 Jul 2004 08:31
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Rupert
Less is more-
It is understandable that movie houses need the revenue generated from advertising, but it's very obvious that the amount of ads have increased dramatically recently. I find these ads very annoying and rather chat or buy popcorn than watch them - so in effect, they are missing their target audience anyway! I want to see more previews and less ads! Posted on 1 Jul 2004 09:39
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CineMARK
CineMARK RESPONDS TO ANONYMOUS COMMENT ON THE ISSUE OF ADVERTISING CLUTTER IN CINEMAS -
CineMARK RESPONDS TO ANONYMOUS COMMENT ON THE ISSUE OF ADVERTISING CLUTTER IN CINEMAS

“Cinema advertising is increasingly becoming an important part of the media mix, with the result being that cinema is seeing a phenomenal increase in new advertisers but can also run the risk of experiencing advertising clutter,” comments André Frauenstein,
Sales Director, CineMARK

In response to the email sent in by “Anonymous ” 1 July 2004, CineMARK considers the comments expressed as valuable and are aware of the problems faced with advertisers wanting to run their adverts concurrently with blockbuster films such as Harry Potter. However noting these concerns CineMARK and its cinema contractors firmly believe they continually strive to conduct business in a manner that is respectful to the cinemagoer and the advertisers needs.

“CineMARK does have an agreement with all its contracted sites to screen no more than 12 minutes of advertising in all cinema sites. This agreement is in place for the benefit of both the cinemagoer and the advertiser. However it is important to note that the movie and cinema site in question, (Harry Potter, Cinema Privé, Montecasino) in fact contained only 4.6 minutes of advertising interspersed with film trailers. The number of trailers screened are at the discretion of the cinema contractor,” continues Frauenstein.

“This means that only 9 quality advertisements were screened in 4.6 minutes of advertising prior to the commencement of the movie and not 14 as stated. All the advertisements in question where interspersed with up and coming movie trailers to alleviate viewer fatigue. The following advertisements were screened: Cell C 10 second, Coca Cola, Vodacom, Spur Steak Ranches, Telkom, Tomato Watches, KFC, Cell C and Edgars,” reiterates Frauenstein.

“It is also important to note that CineMARK and its advertisers strive to screen commercials that are relevant to the projected target audience of the movie in question. This is a strategic move to ensure that the advertisements screened are of significance to the target audience and not simply just a mass of advertisements,” states Frauenstein.

In answer to the statement of seeing television commercials on cinema sites, the technological advancements of digital facilities in cinema means that advertisers who currently advertise on television can now cost effectively convert their advertisements to suite the cinema medium. Research conducted by Milward Brown, with the objective being to evaluate whether adverts that were concurrently launched on both cinema and television were responding at higher levels than those launched on television alone, indicated across all age groups namely, 16 – 24, 25 – 34, 35 – 49, and 50+ that noting levels increased when commercials were launched across both mediums.

“It’s a recognised fact that to increase retention levels and brand awareness an advertising campaign should incorporate as many of the media mix options as possible. Its interesting to see that noting increased across all age groups particularly in the age groups of 16 – 24 and 25 – 34 with both age groups indicating up to as much as a 5 % increase in verified noting when commercials were run across both mediums,” continues Frauenstein.

The fact that “anonymous” particularly noted that the advertisements seen were the same as those seen elsewhere is a clear indication that the advertisements were remembered and the message made abundantly clear,” affirms Frauenstein.

Issued By: Owlhurst Communications
Tel: 011 884-2559
On Behalf Of: CineMARK
Tel: 011 506-3009 Posted on 2 Jul 2004 08:20
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Nic
I think you okes need to evaluate some cinemas then....-
Seriously. I was at Nu Metro Bedford Centre last week and we sat through 35 MINUTES of ads before I finished my popcorn and the movie actually started. Posted on 22 Jun 2005 11:58
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Sally
A necessary evil-
As annoying as it may be, it is a much needed source of revenue or we’d be complaining about exorbetant ticket prices. However let’s be creative about how we do this, it all blurs into a cacophony of same old, same old. Nothing appears interesting or particularly memorable. Pity we can’t change the channel! Posted on 2 Jul 2004 09:48
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Super Dang
Do the movie houses still exist?-
It must be 2 years now since I have been to a movie house.

I used to be with Discovery and my wife and I went to the movies 3 times a week (R7 a pop)... Now it's impossible. Last time I went it cost me R134 for popcorn, sweets, cooldrink and offcourse the movie tickets. Are they mad. That's equivelant to dinner at the ocean basket. Plus on my DVD contract I pay R8 a DVD and watch it with surround sound on a flat screen. What extra benefits do the movies have? How will they get me to come back? One way is to drop their prices. I mean seriously drop it.

The Ad companies should force them to drop their prices, because their target audience is smaller with higher prices. What happened to volume? Surely they make a fortune with their popcorn. R2,79 for a packet of corn, that can make 5 large popcorns that sells for more than R10... work out the profit margin for yourself. But hey everyone has to make a living.

They're just not doing it off me anymore. Posted on 12 Jul 2004 13:40
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Sean Inggs
Cinema profits-
A lot of cinemas/movie houses only make their profit from concession sales eg. popcorn, sweets etc. and not from the boxoffice. A large percentage of your ticket goes to the distributors in the states so your movie house around the corner has to make it's money else where and the next thing that gets sold to you is the food.

I don't know about the costs for the cinemas in SA regarding stock profits but in the UK, having worked for one of the UK's largest cinemas, I know they make quite a handsome profit for a bag of popcorn (or anything else thats edible). A night out here in London to see a film is first 7 pounds a ticket then food comes to about 10 pounds, all in all, GBP 17-20 per person. To a point when I look back at SA, the ticket prices there are good. Posted on 12 Jul 2004 21:45
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black-bird
quit moaning-
you people are like air-headi-maximilimis ( see cyote and road runner) who cares you are watching a movie aren't you? how many people can't see or afford to go and what not so stop moaning!!!!!!!! Posted on 18 Sep 2004 19:10
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Mike
I Don't Mind-
I don't mind at all about the advertising at the cinema. It gives time to all those people who have the compunction to speak when the lights are out to get all 'talked out' as well as giving me the chance to make a late decision on whether I want that packet of whispers or not - despite the high price, hmmm Whispers....

And our movies are exceptionally cheap in comparison to the UK and the US and in relation to our own salaries etc. I think they're fair and affordable where as the concession stand is another thing entirely. The mark up on the sweets etc. are ridiculous but hey, I guess they have to rob you one way or the other. Posted on 23 Feb 2005 10:12
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