Nielsen AdEx figures show that cinema advertising in South Africa has only grown by 0.42% (2008 vs 2007). These figures represent Cinemark's expenditure only, and have excluded Popcorn's sales figures.
Karen Bailey, GM of Popcorn Cinema Advertising Sales, says that the company's advertising revenue, without rate increases, has grown by 11% over the past year. “This tremendous growth in this current negative economic climate can be attributed to growing our loyal cinema advertising base and securing 18% additional clients to our cinema screens in 2008.”
Bailey believes that her company's client-orientated service and clever strategic thinking benefits the media industry. “Our ‘basket of goods' is substantial and includes never-been-done-before sponsorships, movie distribution tie-ins, concession stand access, ‘gamer-tainment', events, premieres, and involvement with unique Nu Metro properties like ‘Girls Night Out' evenings. Gone are the days when advertising on popcorn boxes was considered innovative.”
The company also claims a significant number of repeat clients that commit to Popcorn's cinema offerings each year. “Despite reduced budgets and the tough economic climate, many of our clients recognise the value that the cinema environment offers and are determined to be in that space, because it works for them,” she says.
