{"id":24507,"date":"2019-11-06T00:39:22","date_gmt":"2019-11-06T05:39:22","guid":{"rendered":"https:\/\/hearts-sciencecom.local\/?p=24507"},"modified":"2021-12-22T11:00:14","modified_gmt":"2021-12-22T16:00:14","slug":"how-cinema-can-beat-streaming","status":"publish","type":"post","link":"https:\/\/hearts-science.com\/en-au\/how-cinema-can-beat-streaming\/","title":{"rendered":"How cinema can beat streaming"},"content":{"rendered":"

Many of my conversations with clients this year have been on the twin topics of simplicity and impact. \u00a0In this context, is a medium like cinema able to justify its place on the media schedule? With the additional complexity that is added to the creative and media execution has the silver screen lost its lustre?<\/p>\n

Over the past few weeks \u2013 I have been well and truly \u2018Marvel\u2019d\u2019.\u00a0 Firstly, I attended the Movie Convention on the Gold Coast \u2013 where of course Endgame<\/em> was celebrated as the highest-grossing film of all time, beating 2009\u2019s Avatar which held the previous record.\u00a0 On Friday night I finally watched Endgame with my 12-year-old daughter Jemima, joining the millions of other Aussies that have seen the film. \u00a0And then over the weekend, I read a brilliant article on Marvel, and how they have redefined the franchise movie over the past decade.\u00a0 Marvel\u2019s 22 films have grossed over US$17bn, more than any other movie franchise in history.\u00a0 Impressive indeed.<\/p>\n

Kevin Feige, head of Marvel Studios, offered a deceptively simple explanation in Variety<\/a><\/em>:\u00a0“I\u2019ve always believed in expanding the definition of what a Marvel studio could be.\u00a0\u00a0We try to keep audiences coming back in greater numbers by doing the unexpected and not simply following a pattern or mould or a formula.”<\/strong><\/p>\n

My Takeout<\/p>\n

Reinvention and wilful disregard for convention is what is keeping audiences coming back to cinema. It is crucial to the success of Australian cinema. In turn, this approach drives the success of arguably one of the most impactful of advertising platforms.<\/p>\n

Cinema may only be a 1 per cent medium by way of the total share, but it has long provided advertisers with an impactful and immersive experience to connect brands with audiences, especially in a world where advertisers battle against continuous partial attention of audiences.<\/p>\n

At its most basic, cinema packages unrivalled impact at six times the impact of TV, the ability to deliver hard to reach audiences and adds incremental reach across video campaigns.<\/p>\n

Cinema also provides an array of activation possibilities such as\u00a0AirBnB\u2019s in-cinema campaign where moviegoers were able to see two alternate views<\/a>\u00a0of the same travel experiences when watching the ad by wearing bifocal 3D lens glasses and titling their head. Gimmick or genius, you decide.<\/p>\n

While 2019 has been another strong year for cinemas with total box office expected to be up 2 per cent\u00a0year on year, competition is rife and growing from streaming services such as Netflix, Stan, Disney+ and Amazon Prime. \u00a0Cinema must continue to invest and evolve to create experiences in the battle for eyeballs against these platforms.<\/p>\n

For cinemas, innovation can take many forms, whether that be in-cinema experience itself, food and\u00a0beverage, pricing and the value equation, the cinema occasion or the movies themselves.<\/p>\n

This type of innovation across the established chains and the independents in Australia will be necessary for cinema to continue to achieve box office targets and audience guarantees for advertising campaigns to remain on track.<\/p>\n

It is an interesting exercise to consider how the cinema industry is adapting and innovating; here we review the major areas we have been following to date:<\/p>\n

In the cinema experience:<\/strong><\/h4>\n

Hoyts has been actively investing in\u00a0cinema experience<\/a>\u00a0where, over the past four\u00a0years, it\u00a0has\u00a0renovated around 80 per cent\u00a0of venues, stripped out all the seats, installed power recliners and in the process lost about half of\u00a0capacity. \u00a0Importantly Hoyts kept the headline ticket price the same so that the focus is\u00a0squarely on the value equation and customer experience.<\/p>\n

Both Village and Event cinemas have launched a new concept focussed on the junior end; an experience dedicated to kids eight\u00a0years and younger.\u00a0Event Junior<\/a>\u00a0features a playground designed in collaboration with children, complete with a slide, a netted climbing gym, digital interactive games and other play equipment. \u00a0Parents can book for play only, play and movie or movie only. More focus on fun and less stress for parents trying to keep their cherubs cinema quiet.<\/p>\n

The Alamo Drafthouse, the Austin Texas-based theatre chain, is a cinema for the real movie lover. Alamo strictly\u00a0enforces a ban on talking and texting<\/a>\u00a0(after a single warning, customers are exited without a refund). The Alamo holds the cinema experience as sacrosanct so if you\u2019re running late don\u2019t expect to just walk in – viewers are barred from entry after the movie has started with no refund. \u00a0CEO Tim League says they have a \u201cprotocol\u201d for kicking out unruly patrons. It starts with \u201cjokey style\u201d pre-show announcements including one that warns incessant talkers: \u201cBaby, get the fuck out of here.\u201d \u00a0Blimey!<\/p>\n

DBOX Seating & Movies<\/a>\u00a0are also starting to gain traction, but it\u2019s not widespread yet. \u00a0DBOX uses subtle movements and vibrations to enhance the movie experience. The seats vibrate and move in time with explosions, car chases and other kinds of action. This type of experience is far more widespread and a lot less subtle in Korea where you can choose a Vetabox seat. \u00a0If there\u2019s an explosion on screen or a really loud gunshot your chair will rumble. Not shake. But rumble. \u00a0With the new Sydney Imax due to open late 2020 there will undoubtedly be the best of all the new technology for Sydneysiders to experience.<\/p>\n

The value equation:<\/strong><\/h4>\n

A family trip to the movies can feel like an expensive outing, so the shift to saver \/ super Saver ticketing is a great addition The value equation is turbo charged if you are one of millions of Aussies that are part of a reward programme where discounted ticketing, reward points, Qantas Points and free popcorn refills are all up for grabs. \u00a0Audiences of course are providing exhibitors with data on their viewing and candy bar habits, which is enormously valuable and unlike some reward programmes, there is an easily redeemable, tangible upside for audiences.<\/p>\n

Subscription<\/strong>\u00a0\u2013 \u2018all you can eat\u2019 style models for a fixed monthly fee are now well established in the UK and the US. \u00a0AMC is the largest cinema chain in the US. Its\u00a0subscription service\u00a0launched in 2018 and\u00a0reached\u00a0860,000 subscribers in its\u00a0first 12 months<\/a>\u00a0\u2013 well above expectation. The AMC experience is that regular cinema goers are going even more frequently \u2013 which is exactly what they were hoping. \u00a0It is un-clear if this is on the radar for the Australian market, and whether the commercial model will work, but I believe there would be an audience for it.<\/p>\n

Would you like a choc top with that?<\/strong>
\nYou do know that choc tops are uniquely Antipodean? \u00a0Coca-Cola, popcorn and choc tops are still a staple of cinema, but all cinemas are testing food and beverage options with more and more now licensed premises. In cinema bars and restaurants, celebrity chef designed menus are just some of the ways food options are expanding. \u00a0This can also extend out to movies, with branded popcorn boxes and keep cups a regular option. \u00a0Sony Pictures \u2018Ladies in Black\u2019 from 2018, hosted a series of fancy high teas across the country. Of course, merchandising through the cinemas can add an extra revenue stream and let\u2019s face it, the merchandising options for Star Wars will be extensive; figurines, models, t-shirts, stamps, comics, Nerf guns, Lego sets, water bottles, key chains, phone cases, etc\u2026<\/p>\n

Making it an occasion<\/strong>
\nGirls\u2019 Night Out, Festivals, Moonlight, Mums n Bubs, Drive Ins, Sing Alongs, Movie Marathons and Classic movie replays are all part and parcel of the cinema landscape. \u00a0Even the Friends 25th Anniversary was celebrated with an in-cinema marathon, the first time on the big screen for the gang. \u00a0These events are important to encourage broader audiences into theatres, to keep them coming back as well as unlocking a host of commercial opportunities for brands.<\/p>\n

The content:<\/strong>
\nThere are so many great movies to come, from\u00a0Star Wars 9<\/em>\u00a0to\u00a0Frozen 2<\/em>\u00a0to\u00a0Jumanji 2<\/em>. \u00a0But just like the cinemas themselves, we need innovation in content to truly succeed & we need more than just successful franchises. \u00a0My experience at Movie Convention gave me much to be confident about in relation to the content ahead for the next 12 months.<\/p>\n

Into 2020 and beyond<\/strong>
\nIn the current debate about efficient and effective media channels and a renewed focus on brand building, the fundamentals of the cinema medium remain strong.<\/p>\n

Coupled with innovation across the cinema experience, the cinema occasion, expanded food and drink options and a better value proposition for customers, cinema looks like having a positive year ahead with audiences expected to at least hold year on year.<\/p>\n

This is good news for advertisers looking for unique reach and an impactful environment. \u00a0However, this process of cinema reinvention will need to continue as the streaming services continue to grow and of course Disney + launches on November 19.<\/p>\n

Many new movies in 2020 are designed to be seen on the biggest of screens and this too is good news for the cinema.<\/p>\n","protected":false},"excerpt":{"rendered":"

Many of my conversations with clients this year have been on the twin topics of simplicity and impact. \u00a0In this context, is a medium like cinema able to justify its place on the media schedule? With the additional complexity that is added to the creative and media execution has the silver screen lost its lustre? […]<\/p>\n","protected":false},"author":40,"featured_media":24510,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[28],"tags":[],"class_list":["post-24507","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry-insights-en-au"],"acf":[],"yoast_head":"\nHow cinema can beat streaming – Hearts & Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hearts-science.com\/en-au\/how-cinema-can-beat-streaming\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How cinema can beat streaming – Hearts & Science\" \/>\n<meta property=\"og:description\" content=\"Many of my conversations with clients this year have been on the twin topics of simplicity and impact. \u00a0In this context, is a medium like cinema able to justify its place on the media schedule? 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