![]() ![]() And that’s where our advertising lives.”ĭuring the pre-show, including the ads, a movie-theater audiences’ eyes are on the big screen for about 23 seconds out of 30 seconds, or roughly 75 percent of the time, per an April 2023 Amplified Intelligence study. “You have a 40-foot screen in front of you, you’re ready to be entertained and engaged. “There’s something that happens when you sit down, because you know you’re not going to be interrupted for two-plus hours,” Friedlander said. The result is high attention levels and recall rates. This is an audience “begging the screen to entertain them,” Jennifer Friedlander, VP of insights and measurement at Screenvision, told IndieWire. Most moviegoers buy their tickets a day or more ahead of the showtime and travel an average of 11 miles from home to the theater, according to industry data. When the screen is massive and the sound is inescapable, the theatergoer is often invested beyond their price of admission. Theatergoers may complain about being a captive audience for big-screen ads, but captive often translates to being engaged. And the more you see an ad during Screenvision pre-feature show “Screenvision Front + Center” or NCM’s “Noovie,” the more you’re likely to visit one of the establishments advertised. Ryan Gosling Philosophizes Ken’s Life Purpose in Latest Musical ‘Barbie’ Trailer - Watchīeyond where you are, what advertisers really want to do is influence why you go there. (GasBuddy or certain weather apps are particular favorites.) Screenvision also works with M4, which gets its data from a panel that is arguably more aware of the location-based information being compiled and sold. The tracking is easy, relatively speaking: Third-party companies like cloud-based location technology platform Foursquare data-mine your mobile ID, and if you’ve double opted-in to location-tracking on certain smartphone apps you’re their newest data point. They may be long and loud, but you can’t say they don’t work. Those companies also have a pretty good idea of where you’re eating and drinking - and the answer dovetails nicely with those ubiquitous ads that force-feed your attention before the previews. Like all good data, it gets more granular than that. moviegoers, movie-theater advertising company Screenvision Media and data analytics firm Screen Engine/ASI study found that 79 percent of respondents visited a restaurant or bar immediately before or after seeing a film in theaters. ![]() I ate so much movie popcorn, I’m gonna explode - quick, where’s the nearest burger joint?ĭinner and a movie - or more commonly, movie and a dinner - is alive and well. ![]()
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