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| Categories | Exhibitor FocusGuest Posts |
Our Managing Director, Simon Rees, has talked to Media Week and Marketing Week this week, sharing his predictions for 2013. Read on to hear his perspective on what the future holds for cinema advertising, ‘involved’ media and audience behaviour…
2012 saw 'Skyfall' burst through the £100m barrier, smashing the record set by 'Avatar' in the process, while the cinema industry's £200m investment in digital projectors saw DCM switch to digital on 28 September. A big year for our industry – but I believe 2013 will be the pivotal year in the evolution of cinema advertising.
Cinema has always been an entertaining and emotional medium, but it is now faster, more flexible and unshackled from costly production. We're already seeing the adoption of digital technology attract new brands to the medium and in 2013, we expect to see the beginning of a huge period of change and creativity in cinema advertising.
As we move to a multi-screen environment, we will all expect to consume, re-version and share content as we choose. In a media environment where attention is diverted and distracted, people will increasingly demand the sanctity of more “involved” media so we must respect and protect the cinema medium while evolving our offer to connect brands with people across multiple platforms.
We will seek appointment-to-view with stand-out events, be that flagship TV programmes, must-read print editorial or major cinema releases. Audiences will be consuming media when they want, how they want. The introduction of wifi in more public places such as cinemas and on the London Underground will also see the public increasingly interacting with brands on the go.
At DCM, we must talk to, but most importantly listen to, our advertiser and agency partners about what it means to them to be digital – how it affects the kind of messages they create, the kind of audiences they can reach and the level of freedom that working in digital now offers them.
Putting people at the heart of everything we do will also inspire us all to provide better entertainment through the creation of advertising and branded content that engages cinemagoers before, during and beyond the movie.
Simon Rees, Managing Director, DCM