THE MOVIE-GOING EXPERIENCE
The movie theater necessities: Popcorn, a large soda, Red Vines, maybe some nachos if you’re really hungry… and apparently, your smartphone. Today, there are few people in the theater who don't have one in hand, or more hopefully, in pocket or purse. With the sheer abundance of mobile usage, brand marketers have an additional touchpoint to grab the audience's attention. We take a look at how the mobile industry is - and will continue to grow to be - a major branding opportunity for consumer's movie-going experience.
The Purpose Of Mobile Activity At The Movies
It’s no secret that mobile activity is seriously on the rise – it is on pace to surpass TV as the predominant screen of use. However according to the research findings of the Interactive Advertising Bureau and InMobi, mobile is an integral part specifically of the movie theater experience.
Think about all the actions that occur leading up to, and even after, you go to see a movie. From researching movies to watch to getting directions to the theater, to engaging in conversation about the film afterward, most of the routines associated with the movie-going experience involve the use of an app on smartphones. In fact, the study found that two out of three moviegoers do so.
Statistics Behind The Mobile Experience
In terms of researching entertainment, the study found that a staggering 56% of moviegoers use mobile activity for entertainment research, a very close second to TV at 57%. After seeing ads for movies on other channels, 87% of moviegoers turn to mobile.
The coexistence is major for marketers not just in the movie business, but also for brands wanting to tap into the major engagement potential this avenue of entertainment can offer.
Brands placed in film can amplify their on-screen presence by taking it off the big screen and into the hands of smartphone users with an integrated campaign that aligns with the movie-going experience. Then beyond that, by divvying up ad spend between both digital and TV, brands can increase awareness and engagement with consumers by being present in each screen the consumer turns to, before and after the in-theater experience.
More From Hollywood Branded
From product placement to ads on movie-related sites to social media contests, the integrative opportunities are endless. Subscribe to our blog for further updates!
Are you interested in integrating product placement into your entertainment marketing mix, but simply don't know where to start? There is so much more to product placement than you may think and it is important to be educated about the key tactics to best fit your brand. Download our Product Placement 101 Infographic to start learning more today!
