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1. DELIVERS HARD TO REACH BUT HIGHLY DESIRABLE AUDIENCE Most
cinema goers are mobile and have the disposition to spend
money as evidenced by their willingness to pay for
entertainment in the movie as opposed to TV or home movies
2. FOCUS Target your audience precisely, minimize the
spillage observed in other media. Geographically – thru the
location of the theatres Socio-economically – identify the
socio economic market of the theatre or mall Genre – attach
the image of the brand to the image of the film
3. IMPACT Enhanced images and magnified audio lends a larger than life
feel. Technological advances in film are lent to the ads.
Ensures recall and positive attitude towards the ad and the
brand.
4. AUDIENCE PREDISPOSITION TO MESSAGE RECEPTION The
audience is captured in the cinema environment. They are
attentive and not distracted by unnecessary elements. They
have a happy frame of mind as they are waiting to be
entertained.
5. SHORT PATH TO PURCHASE As most cinemas are
now located in malls, the impulse to buy generated by the
ads is not wasted due to the accessibility of the products
and services in the same location 6. INEXPENSIVE Compared to
other media, cost per spot is low thus allowing the
advertiser to cover more time and area with little
investment.
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