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DCM's Research & Insight Manager Michael Tull takes a deep dive into the exciting slate of films available for brands to book in to over the upcoming festive period ....
With less than 100 days to go, the first signs of Christmas are beginning to appear – we see you mince pies creeping on to the supermarket shelves and trying to tempt us – so we’ve decided to look ahead to what’s in store in cinema and why brands should be ensuring cinema is part of the festive campaign launch.
After a difficult year, there should be a treat in store for everyone in cinemas this festive season with a range of great films due to come out between mid-November and Christmas. From the final outing of Daniel Craig’s James Bond in No Time To Die to brand new action & sci-fi adventures (Free Guy, Dune), family favourites (Peter Rabbit 2 and Soul, a Pixar original) and Kenneth Branagh’s return as Hercule Poirot in the star-studded Death On The Nile.
With ongoing coverage of the pandemic still likely to be dominating the news, these films will help provide audiences with much needed feel-good escapism in the lead up to Christmas. Cinema has always been somewhere that audiences can go to engage with great quality storytelling and immerse themselves in a story, or a whole new world, for a couple of hours – and this hasn’t changed.
The latest IPA TouchPoints 2020 data has continued to highlight how no media finds its audience in a more positive mood than cinema - 85% of time spent visiting the cinema is in a ‘positive mood’, compared to 71% for TV, 63% for using the internet and 61% whilst using social media.
Courtesy of research conducted by magazine publisher Hearst we know that reaching audiences in a positive mindset has a clear benefit for brands. When brands engage with audiences in a positive mindset, this leads to an increase of 18% in brand favourability and a 35% increase in purchase intent - key levers to drive at any time of year but particularly during this most competitive period for many brands.
While this year has been a challenging one for many, there is optimism amongst cinemagoers about the upcoming festive season. The latest insight from Kantar’s TGI survey (Q3 2020) highlights how heavy cinemagoers are looking forward to Christmas and planning to be splashing out this Christmas (Index vs UK average: 112).
This is seen across the range of purchases they are planning to make with heavy cinemagoers far more likely than the average UK adult to be planning to spend more than usual on Christmas presents (Index: 189), Christmas food (Index: 208) and alcohol (Index: 231). With this potential spending power waiting to be unlocked, the cinemagoing audience could be a crucial group to reach in the run up to Christmas for brands looking to have a strong festive period.
For more information see the Cinema + Christmas 2020 presentation and please speak to your DCM rep about getting your brand’s Christmas campaign on the big screen.