I'll have to contact some of these guys to get hold of rate sheets, but from what I understand as with TV, production costs tend to be the highest factor.
I thought I'd check if anyone here has had any experience with having ads run in cinemas (either slide or FMV) - what kind of costs they were looking at, what figures/feedback you get from the cinemas (eg viewers/%capacity, run times/sessions), and what hit rate you've got from advertising in new clients you can actually show a lead on. I got thinking about this as a possibility since we already have footage, and can keep production costs to basically $0 with in-group volunteer work.

It'd be good to compare this to print also - for example, we're looking at somewhere around the $800/issue region for magazines with a national distribution of 15,000, yet we only need to worry about local (state) so it seems a bit of a waste. Newspapers like the MX work out significantly more expensive for even a few column inches (full-page ads in papers like the Herald-Sun run in at about $25k/day).

Can anyone here perhaps provide any useful information on their experiences?

I would seriously take into fact that the internet exists and that radio/cinemas are at a great loss these days due to that fact... downloading etc.

What kind of business etc is it?

That would probably help more.

I would say cinemas are still doing very well just slightly adjusted demographic imo IE no one from QGL goes the cinema any more, to which they probably say no f***in loss

pretty sure we ran some adds at Chermside BCC back during the Rampage (net cafe) days
It was cheap & effective enough for a broke ass net cafe so you should be right

I know someone who did it a while ago, don't remember price but it seemed fairly expensive, but they said the return was worth it *shrug*.

val morgan advertising!?

It all depends on what you are advertising, which determines who you need to be talking to which determines what media you should be buying. I work in advertising, feel free to pm for a chat.

It's been a while since I've placed cinema ads (back when I was working @ ubi), so any rates I remember would be of no use, but I can help with the structure bit.

There's essentially 2 types of ads you can buy - the slide, which is much cheaper and can either be booked through the local complex or the val morgan office (or whatever they've changed their name to); or the moving ad; which is booked through val morgan/whoever they are now.

You'll need to have a solid idea of your target audience; the sales guys there have little idea of pyschographics, so basic demographics are what you'll need - ie age, sex, income status.

They will then build a programme for you showing what cinemas/movies they want to put your ad on during.

In terms of reporting, it may have changed in the last 5 years, but all we were ever shown was box office intake by cinema by movie, nothing about eyeballs or demographics of that audience, so you can never be as sure about a cinema audience as you can about a TV audience.

Of course, if you're a small business and want to hit a local complex they can do that too.

On production costs, that you've already shot the footage is good (assuming you've got it edited and it's in a good enough format). There will still be additional production costs, because they need to master it to the film format for each cinema, and then print copies of that to send out. You'd like to think that by 2010 most cinema's have upgraded away from film, but I'm sure the advertising industry have found some way to justify this continued rip off of their clients. Take out of this is that the more screens you want your ad on, the higher this production cost will be.

As I've only ever worked at suppliers of packaged goods, I can't comment on leads that cinema generates vs other advertising mediums, but I have always run brand tracking research to assess the impact of advertising at the conclusion of the campaign. Cinema was good at generating brand awareness, but not brand disposition or more importantly purchase disposition. TV and Radio both trump (in my experience at least) Cinema for those elements. Could be something to do with frequency/impact of the creative.

Ultimately, your decision should be based on your target audience, the audience the cinema people claim they can deliver and the cost, when indexed against other mediums that can deliver the same target audience.

Cheap way to advertise at cinema
http://www.abc.net.au/iview/#/view/472955

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