When you advertise in cinemas, you reach an audience who are relaxed, receptive, and ready to put their phones away. Research conducted by Wide Eye Media & Focal Media using Quividi cameras proves that advertising in cinema foyers delivers 27,321 views per week per unit. The average dwell time in proximity to Cine D units is 8 seconds, with the average attention time to the advertising being 3.7 seconds. We know that the Irish are nuts about cinema. We have the highest per capita admissions in the EU. 82% of the population are cinema goers and 40% go at least once a month.
But who is the Irish cinema goer? Cinema goers are young, with over half aged 15-34 years and a further 10% aged 7-14 years. 55% are female. Let’s look at the Lifecycle of the Irish Cinema goer.In their infancy, Irish cinema goers are aged 7-14 years. Cinema is their favourite pastime ahead of playing sports, computer games, going for fast food or surfing the net. 96% of them are cinema goers and almost half going at least once a month. They are responsible for 1.5 million admissions. Luckily there are lots of movies for this group to choose from. In the first half of 2017, 4 of the top 10 movies were kids movies, taking over €14m at the box office. In fact, family movies account for 23% of box office takings so far this year.
The next stage of the lifecycle is 15-24 year olds. ¾ of this age group are light TV viewers, while 90% are cinema goers with ½ going at least once a month. They go to the cinema almost 9 times per annum and are cinema’s largest cohort, accounting for 28% of all admissions, totaling 4.5 million tickets in 2016. Cinema is their second favourite activity, behind surfing the internet but ahead of playing sports, exercising and shopping. They like movies that scare them or make them laugh.Two thirds 25-34 year olds are light TV viewers but 86% go to the cinema. 2 out of 5 go at least once a month. 25-34 year olds deliver 27% of admissions, accounting for 4.3 million cinema tickets sold. This group prefer going to the cinema than watching TV, playing sports/exercising or going to the theatre or concerts. They like a variety of movies including thrillers, action and comedy.
Approaching maturity, 35 – 44 year olds account for 17% of all admissions, buying 2.7 million tickets every year. Though light TV viewers (64%), 80% are cinema goers with almost 1/3 going at least monthly. On average, this group visit the cinema 7 times per year to enjoy comedy, action and family movies. In fact, you will often find this demographic going to the cinema with their kids to share a family experience (or get a break!).
As the cinema goer reaches maturity, we find a group who is more discerning in its movie consumption. Like 35-44year olds, the 45+ group also account for 17% of all admission, buying 2.7 million tickets per annum. While 60% are cinema goers, attending 5 times p.a. on average, this group is a growing section of the cinema market. Its share of seats has increased from 14% to 17% since 2009, while the percentage going at least once a month has increased from 15% to 19%. This group enjoys a good story and are particularly interested in Oscar or award nominated movies. They also have a strong interest in Irish movies.
Research conducted by UK cinema sales house, Pearl & Dean, shows that when people go to the cinema, they are happier. Happy people are less critical and more accepting, making them more open to persuasion and advertising. It also means they have better recall. They teamed up with research company Join the Dots, who have developed a Happiness model. This model identifies 5 key drivers of happiness: Karma, Focus, Success, Relationships and World. Cinema taps into two divers: Focus and Relationships. In the cinema you aren’t just entertaining yourself, you are strengthening relationships and you are focussing on this shared experience. This is because consumers today feel busier and more time pressured than ever before. What we are seeing is a re-distribution of how we choose to spend our time. Enabled by technology consumers are looking to speed through the mundane tasks of life ever faster, in order to cram in more of the things that make us happy. Consumers want to make the very most of their leisure time in order to overcome this culture of busy. They want to spend quality time with others and they want to do this out of the home. There is a desire for truly memorable shared experiences over owning things - “Experientialism”. The cinema experience taps into these emerging consumer needs, we expect demand for experiences to grow further.
Not only does cinema tap into the drivers of happiness generally, but it also fits into some of the developments and trends we are seeing within those areas. Join the Dots picked out two trends that are particularly strong with cinema as examples. The first is ‘Meaningful Social Connections’. Large social networks have left us feeling less connected to others, as a result we are now seeing a movement towards fewer, better social relationships that require more attention. This is creating opportunities for brands who can connect individuals up in meaningful and helpful ways.
Another example of a very relevant trend within happiness is Here & Now. In this ever faster, hyper-connected world, there is demand for slowing down, reconnecting with and celebrating everyday life, relaxing and living in the moment. Brands can help people reconnect with and enjoy the offline world around them by enhancing the moment. The challenge then is: How can brands make a cinema visit even more special and memorable?
Cinema foyers offer a unique environment for brands to deliver experiential and innovative OOH campaigns. Combined with Cine D and Cine 6 formats to support activity, the only constraint is your imagination.