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| Author | Zoe Aresti |
Welcome to this month’s edition of We Love Cinema.
It’s been an electric first half of the year for cinema in 2015. April saw 15.1m admissions, which makes it the biggest April since 1972, while Avengers Age of Ultron saw the greatest April opening ever and is the biggest film of the year to date. Fast & Furious 7 opened with £5.6m, the largest opening day for a film since Skyfall in 2012 while Fifty Shades of Grey’s opening weekend amassed a colossal £13.6m at the UK Box Office, the highest ever opening for an 18-certificate film.
All in all, a record-breaking start to the year. And things are on track for growth to continue during H2 of 2015. In June alone we see the release of Jurassic World, Entourage and Minions, before summer hits Ted 2, Ant-Man, Inside Out and Magic Mike XXL hit the big screen. And that only takes us up to the end of July.
This month we’re looking at the opportunities for alcohol brands to utilise the power of cinema. The wide range of alcohol brands showcasing their campaigns already on cinema so far this year show just how effective the big screen is. The opportunity to buy into individual film titles to maximise the ability to reach specific audiences means brands such as Gordons, Peroni and Grey Goose have effectively reached their socially affluent, early adopting target audiences, while also forging strong relationships with some of the most esteemed films that have been released this year.
Gordons ran with awards contenders such as Birdman, Foxcatcher and Whiplash, while Baileys booked into the full release cycle of record-breaking hit Fifty Shades of Grey, which allowed them to reach a predominantly 18 – 34 female demographic. Captain Morgan on the other hand adopted a more disruptive approach, taking over the 15” DCM ident in-reel with the Captain swinging towards the audience onscreen after their 30” advert.
Cinema will continue to offer alcohol brands unparalleled opportunities to efficiently reach their target consumers across a wide variety of genres in the coming months, so we’re going to highlight three alcohol friendly films hitting cinemas over the next three months – Magic Mike XXL, Ted 2 and The Man From U.N.C.L.E.
Female film fans in particular will be treated to some gems during the summer months. Magic Mike XXL has generated a huge amount of excitement amongst female cinemagoers, with the official trailers clocking up over four million views alone to date. Following on from where the original left off, Mike hits the road to Myrtle Beach to put on one final blowout performance with the rest of the troupe. With a whopping female profile of 92%, the opportunities for female focused alcohol brands is the best since the barnstorming performance of Fifty Shades of Grey in February.
Another of this summer’s crown jewels comes in the form of a fuzzy, foul mouthed bear on 8 July when Ted 2 hits cinemas. The original was one of 2012’s best received comedies and performed remarkably well at the box office taking over £30m, an exceptional total for an original comedy. Seth MacFarlane has Mark Wahlberg back as Ted’s best friend, trying to help him and his new wife Tami-Lynn adopt a child, with Amanda Seyfried in the role as Ted’s lawyer. With Liam Neeson taking a break from action hero duties and Morgan Freeman cameoing, the star cast confirms this as summer’s comedy to beat.
August sees the release of The Man From U.N.C.L.E., starring Henry Cavill, Hugh Grant, Armie Hammer and Alicia Vikander. Guy Ritchie has directed two hugely popular Sherlock Holmes stories and he’s now turning his attention to this cult 60s television show. If you’re unfamiliar with the set-up, two spies in the early 1960s, CIA agent Napoleon Solo and KGB operative Illya Kuryakin, participate in a joint mission against a mysterious criminal organization, which is working to proliferate nuclear weapons. It has a strong British feel and Ritchie’s trademark flashy style makes this a slick, exciting caper. Both of Guy Ritchie’s Sherlock Holmes films have grossed over £25m at the UK box office, so hopes are high for this one.
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