Cinema ads

When you watch television, you expect to see commercials. Even if you don't like them, you realise they pay for the programming you watch for free. But when you go to a cinema, you pay to see the movie. You also buy vastly overpriced popcorn and beverages. Then, on top of that, when you settle into your seat, the cinema obligates you to watch ads. That doesn't seem fair - now you're paying for the privilege to see someone's ads. This is probably part of the reason that cinema ads do not work very well. They are perhaps the poorest performing ads of any kind. Another reason they don't work is that when people are in a dark cinema, they are not likely to grab a pen and write down a freephone number they see on the screen. They just want the movie to start so they can enjoy themselves. So, in general, I don't recommend cinema ads. They just don't work very well for most products and services. Perhaps what they work best for is to advertise upcoming concerts and other entertainment venues. If people pay to go see a movie, they will pay to go see a concert. Cinema ads do reach a captive audience and force the viewer to confront your pitch, but the effect may backfire because of the irritation factor. Go ahead and test some cinema ads if you want to, but put your resources elsewhere first.

Brainstorm 31

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