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| Author | Zoe Aresti |
Digital Cinema Media’s (DCM) Research and Insight Manager, Michael Tull, writes about what makes Awards Season special for advertisers and how brands can get involved in 2018.
Last weekend I went to see The Florida Project, the bittersweet tale of childhood that’s tipped for Academy Award success come next year for Willem Dafoe’s portrayal of Bobby, the big-hearted motel manager. Released in cinemas nationwide on Friday 10 November, The Florida Project is setting its stall out early with less than a hundred days to go until The Oscars, the pinnacle of the cinematic awards season. The rest of the big contenders have all been readying their release dates recently ahead of hitting UK cinemas during Q1.
Awards season will see gripping dramas, musicals, political thrillers, dark comedies and fantastical romances all vying for critical and commercial success ahead of the voting and major nominations announcements in January. But what makes awards season special for advertisers?
We believe that cinema is the best place to reach an ABC1 audience all year round but awards season supercharges this and allows your brand to become aligned with some of the highest quality content of the year, and the cultural moments born around them.
Looking back at some of last year’s key awards films – La La Land, Manchester By The Sea and Hidden Figures - ABC1 adults accounted for over 75% of the cinema audience (Source: CAA Film Monitor), making awards season cinemagoers an incredibly attractive audience for advertisers to reach. They are more affluent than the average UK adult and are more likely to use financial services, go on holiday and make bigger purchases…
- 46% more likely to have a family income of £50,000 or more
- 28% more likely to own their home outright
- 22% more likely to have an ISA
- 55% more likely to have spent £500 or more on their main TV
- 14% more likely to have gone on holiday in the last 12 months
- 10% more likely to be intending to buy a car in the next 2 years
Source: TGI GB Q4 2017. ‘Awards season cinemagoers’ defined as anyone who went to see any of: Florence Foster Jenkins, Sully, Silence, Hidden Figures or Lion. More likely than the average UK adult.
2018 awards season is shaping up to a be another strong year and Tom Linay, DCM’s Head of Film has picked out these titles as some of the key contenders for the season’s biggest accolades:
The Greatest Showman – 01 January
Inspired by the imagination of P.T. Barnum the film, this original musical celebrates the birth of show business and tells of a visionary who rose from nothing to create a spectacle that became a worldwide sensation.
Watch the trailer here.
Darkest Hour – 12 January
Gary Oldman stars as Winston Churchill in the early days of World War II, when the newly appointed Prime Minister must decide whether to negotiate with Hitler or fight on against the odds.
Watch the trailer here.
Three Billboards Outside Ebbing, Missouri – 12 January
Frances McDormand delivers another classic performance in this darkly comic drama as a mother who challenges the local authorities to solve the ongoing case of her daughter's murder.
Watch the trailer here.
Downsizing – 19 January
Oscar-winning director Alexander Payne helms this social satire in which a married couple decide to abandon their stressed life and take up a new scientific opportunity – to be shrunk & join a downsized community.
Watch the trailer here.
The Post – 19 January
Multiple Academy Award-winners Meryl Streep and Tom Hanks star in this Steven Spielberg directed film inspired by the events that led to the Washington Post publishing the classified Pentagon Papers in 1971.
Watch the trailer here.
The Shape of Water – 14 February
In this romantic fantasy Elisa, a mute cleaning lady at a high-security government lab has her life changed forever when she discovers the lab’s classified secret - a mysterious creature that lives in a water tank.
Watch the trailer here.
Don’t miss out on the chance to align your brand with premium film content and reach an affluent ABC1 audience in Q1.
For more information on sponsorship opportunities and how to get your brand on the big screen this awards season please speak to your DCM rep or use DCM’s online planner to plan your cinema campaign today.